3. When you hear the word
“happy” what do you
think of?
Sunday, June 26, 2011
4. responses...
state of mind
that family gathered peace
produces joy
around the table
laughing;
family and friends
nature
achievements
satisfaction
Sunday, June 26, 2011
5. Where do you think
happiness comes from?
Sunday, June 26, 2011
6. responses...
heart
avoid gratitude
filled with
appreciation focusing on for what you
contentment
for what you have
meaningful lack meeting
things state of goals
mind you
decide support
from family
from and friends
being
satisfied with tranquility within
what you have inner peace
in life
basic relationship
physical with God who is
needs a clear
source of true when dreams
good times, conscience
happiness come true
my children
Sunday, June 26, 2011
7. Do you believe you can
determine your own
happiness?
Is it w it h in you r co n trol ? H o w or h o w n o t?
Sunday, June 26, 2011
8. responses... regardless of
what goes on, up to
us to decide to be
by setting not living by depends on happy under the
your own goals other people’s the support circumstances
realistically by working expectations system you
towards your have
goals know
your purpose
in life and have
we should Yes, it’s eternal
choose to not within our perspective
dwell on sad, if you learn to
unhappy control appreciate small
there will be things in life can’t control
times times when being what happens
happy is next to but can control
impossible but you how you react
can still have
joy try to depends on
foster how you deal if you live just,
happiness is a happiness with with obstacles you have
decision a positive in life control
attitude
Sunday, June 26, 2011
9. Tell me about a time
when you felt happy.
Sunday, June 26, 2011
10. responses...
everyday!
sharing dinner
most of the with parents birth of my
right now! time I am and boyfriend children
things feel happy
when stress
balanced levels are low
isn’t
get a about what
voluntary “my children’s life throws
kiss from graduations. I felt one at you
daughter when more difficult step had simple
married my been taken..they were a gestures, a
best friend little more prepared for smile,
I feel the future.” chocolate
optimistic
birth of each first time I
of my held my niece
what you do
grandchildren just
after about life can
bring happiness talking and playing
1st bible board games
enjoying
study with with friends
company
old friend
Sunday, June 26, 2011
11. Do you think there are
different levels of
happiness?
Wh y or w h y n o t?
Sunday, June 26, 2011
12. responses...
“As a hispanic, I have social happiness (family oriented) and personal
happiness (oriented towards my needs). Then, of course there are mental
and physical satisfactions that can result in a transient moment of
"happiness". Finally, there is spiritual happiness, which is quite intangible
and indescribably present, but which helps me be "happy" inside even if deep
grief over something external. Trusting God and loving God opens the door
to this kind of happiness, since, among other things, it usually expands the
group of "loved ones" whose happiness we can share.”
Sunday, June 26, 2011
13. At what time of the day
are you usually
happiest and why?
Sunday, June 26, 2011
14. responses...
after a
bed couple of
time. it’s a in the glasses of good
relaxing time morning early champagne
when you can because I’m full morning
decompress of energy reading my Bible
and drinking
in the
coffee
morning. It’s a
brand new in the
day! Morning...brand new
when arrive
home from day brings brand after a nice
work new possibilities walk with
my dog
mornings - I
mornings bring realize I have one
new opportunities, more chance in life to
right after choices and make a difference in
Yoga class alternatives someone’s life
Sunday, June 26, 2011
15. What role do you think
you play in the
happiness of others?
Wh at ro le do o th ers pl ay in you r h a pp ines s?
Sunday, June 26, 2011
16. responses... if someone
I provide else is happy, I
opportunities get happy
for others to my happiness
enjoy life to see others and if I’m happy, I everything!
celebrate with them will be laughing happiness is
makes them contagious
if people see
happier you happy, they
nobody wants want to be
“happiness, around you
to be around sad
people that spend like karma, is a
not giving boomerang. You
the whole day
people a reason
complaining
to grieve get back what my friends
you put out.” say I am the
happy, cheerful
one
happiness being there
is a conscious for friends / being kind -
decision family even when we kind word or I light up a room
everyone don’t feel like it action has an
makes impact
Sunday, June 26, 2011
17. Insight #1
Close relationships with family and friends is seen as
being at the heart of happiness
this is a message that tends to be overused and so the marketer should
look for unique ways to portray this while linking message with other
cultural insights. Great execution of this would be Walmart’s “Mamá
Sabe” or “The Dancer” campaigns:
http://youtu.be/U7NyJ8foS3c http://youtu.be/K5OrXxWhYmE
Sunday, June 26, 2011
18. Insight #2
Believe “suffering” or bad luck is inevitable; fate. It’s up to
an individual to find peace of mind from within
Focus of marketing messages should focus on empowerment of the
individual to achieve or find happiness for themselves rather than putting
blame on another individual since it is believed that fate determines
paths; not people
Allstate’s changed it’s Anglo campaign “Mayhem” to “La Mala Suerte” to
shift focus from an individual causing trouble to “circumstances” and to
show it’s within the individual’s power to create their own peace of mind
http://youtu.be/s5qcBu5Bz0c http://youtu.be/wCStgiFwYN8
Sunday, June 26, 2011
19. Insight #3
Hispanics find tremendous satisfaction and optimism
while building a better life for self and others
Maintaining high standards while working towards goals and a better life
despite difficulties is very important to Hispanics; particularly Mexicans.
Example of how to tie this message together via a Clorox commercial
showing how 3 generations in one household are building a better life
based on the high standards the abuela passed down to her daughter
http://www.behance.net/gallery/Clorox-Bleach-Marycarmen/458685
Sunday, June 26, 2011
20. Insight #4
Happiness can only be understood within a context of
how it is associated to nature, fate, spirituality or
relationships.
A quote from Anahi, singer and actress, in the latest issue of People en
espanol serves as an example: “Soy una persona católica. Creo en Dios, en
mi Virgencita de Guadalupe, en el universo, en la tierra, el fuego, el aire y
en la ley de atracción. Si le pides al universo con mucho fe, te lo da, te lo
da todo.”
Walmart’s most recent Hispanic campaigns have messages that empower
consumers to: contribute to family passions, pamper family with what
they love, show how important others are by being keeping score on who’s
helping them use budget most effectively, have access to what “moves” me
Sunday, June 26, 2011
21. Insight #5
Mornings are the happiest part of the day.
Spiritual beliefs that you may die in the night and not live to see another
day are prevalent so mornings are looked at as a time of celebration and
joy. They are viewed as a gift and blessing that provides hope for new
opportunities, relationships and positive changes. This feeds into the
concept of “live for the moment.” Interviewee comments show how
mornings were the preferred time of day.
Dr. Felipe Korzenny provides an example in the book “Hispanic
Marketing: Cultural Insights” of a major coffee company that used these
cultural insights to differentiate from the Anglo positioning. For Anglos,
mornings are a time where you use coffee as a tool to wake up since it is
dreaded. For Hispanics, morning is a time of celebration and so coffee
was positioned as a way to make the day even happier
Sunday, June 26, 2011
