- Create personas that represent the Hispanic Internet population
- Introduce a new qualitative research approach and behavioral model to help organizations in a digital world
The goal of the study was to evolve a popular interaction design framework into a planning tool to guide Hispanic marketing across the paid, owned, earned media (POEM) spectrum.
This report presents the results of a comprehensive research project that combines Hispanic demographic segmentation with digital ethnographic research – in the form of comprehensive digital Personas for the U.S. Hispanic consumer market. The result is model based on customer behavior to guide Hispanic digital marketing through the use of Personas.