The Hispanic Persona Project
The Hispanic Persona Project provides innovative insights for marketers eager to tap the ever-expanding Hispanic population and its use of digital technology - Web, social media, mobile - to connect with family, friends and extended social circles. Hispanic marketers used customer research for decades to create segments that model the complex demographics of the U.S. Hispanic consumer. Similarly, software developers and digital marketers used ethnographic research to create Personas to understand the behavior and motivations of “users” to create optimal user experiences. The session will present the results of a comprehensive primary research study combining Hispanic demographic segmentation with digital ethnographic research in the form of comprehensive digital Personas for the U.S. Hispanic consumer market. Multicultural and digital marketing thought leader José Villa will introduce attendees to 4 Hispanic Personas and facilitate a thoughtful discussion on Hispanic digital behavior.
Jose Villa is the founder and President of Sensis, a precision advertising agency using digital thinking to reach the multicultural mainstream. For the past 15 years, Jose has been a pioneering evangelist of the transformative intersection of digital communications and the multicultural mainstream. He founded Sensis in 1998 and has grown it from a small Web development firm into one of the fastest growing advertising agencies in the U.S.