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Sensis Hispanic Persona Project
- 1. Hispanicize 2011Hispanic Persona ProjectApril 7, 2011
- 2. Introduction
- 3. A behavioral model to guide Hispanic digital marketing across paid, owned, and earned media.
- 4. Our Goals Create personas that represent the U.S. Hispanic Internet populationIntroduce a new qualitative research approach and behavioral model to help organizations in a digital world
- 7. Represents the needs of many
- 9. Design research in the field
- 11. Personas have been derided
- 12. But good personas are
- 13. Based on real data
- 14. Defined by goals
- 16. Presented as real people with descriptions
- 18. Skills
- 19. Attitudes
- 27. Acculturation
- 28. Age
- 31. Internet “junkie”, always connected
- 33. Lifestyle built around technology
- 34. Voracious appetite for information
- 37. Retargeting Ego Be different Curiosity Status
- 39. Not concerned with how tech works; but must have the latest
- 40. Online 24/7
- 41. Lives her social lives online
- 42. Loves to share content
- 43. Uses multiple devices to stay connected
- 45. Online video adsStay in touch Friends and family Being heard Popularity
- 47. Uses social media daily but are for the most part “passive listeners“
- 48. Knows what they want and leave once they get it
- 49. Uses internet as an important channel for entertainment (after TV + radio + print)
- 50. Uses mobile mostly for calls/texts
- 52. Paid Search / Facebook / YouTube adsResearch Stay in touch Convenience
- 54. Still exploring the capabilities of the internet
- 55. Still connected to the home country, and everything she does online reflects it
- 56. New to social media; Facebook is the “all-in-one” social connectivity solution
- 58. Instant Messenger ads / Facebook ads Explore Adapt Opportunities
- 59. Bringing the Personas to life…
- 60. Utilitarian Explorer Nostalgic Newbie Tech-fluential Social Techie Chris Andrea Brigitte Angelina Brenda Karina Carlos Anna
- 64. Interviewees mentioned they are likely to click on online ads if they are relevant to their interests or contextually relevant, particularly hyper-targeted Facebook ads.
- 65. Mobile Internet