About the Study

O.Y.E. Business Intelligence and The Intercultural Studio have partnered to implement a mix-method approach to identify key attitudes and behaviors around beauty products among Hispanic consumers.

Multicultural consumers are not only transforming the US mainstream market but driving the buying power with an estimated $3.2 trillion in 2018. As America grows more diverse, understanding behavior and minority consumers' preference is becoming a top priority for brands. The objective of this study, is to identify cultural behavior and understand how Hispanic customers act and interact with beauty products, what influences their actions so brands can talk to the right audience, through the right channel, with the right message, and language. 

About O.Y.E.

O.Y.E. listens to consumers in their own space online and delivers insight on what multicultural consumers have to say about your brand and/or industry. Understanding consumer attitudes towards brands, their products and their marketing efforts provides our clients insights that inform their multicultural marketing strategy.

Actionable Insights

O.Y.E. is a language-neutral social listening software that analyzes conversation in all languages to derive meaning from unstructured social conversation among multicultural consumers. O.Y.E.’s natural language processing solution is designed not only to identify Black and Hispanic U.S. consumers of all levels of acculturation, but to also derive insights marketers can use in campaign strategy, messaging, and targeting.

The Solution

Insights derived from social conversation by O.Y.E. provide key details into multicultural consumers through their own statements about brands/industries. O.Y.E. analyzes that conversation to allow companies to understand better ways to interact with these groups. O.Y.E. also provides insights on how to create campaigns tailored to these multicultural consumers.

The Value

Leveraging insights from O.Y.E. allows clients to produce content for multicultural consumers most influential over purchasing decisions for organizations where they want it, when they want it and how they want it. The result: Better conversion, lift, and engagement.

About The Intercultural Studio

The Intercultural Studio specializes in consulting through a holistic offer that will help your team fully uncover the WHY's to your organization’s questions and experience what other cultures value. Intercultural specializes in the Hispanic culture (markets and countries) and focuses on understanding the meaning through a business and educational lens. The services include qualitative & ethnographic research, cultural immersions, transcreations, and intercultural strategy and innovations.

In the past, Intercultural Studio's projects have answered market research questions related to consumers, behaviors, attitudes and needs. The projects have helped answer business questions related to product usability, market positioning, brand equity, market entry, market share, competitive analysis, benchmark studies, market size and share, communication strategies, pricing testing, concept testing, and exploratory research. The team is composed of seasoned moderators, recruiters, analysts and strategists (RIVA trained). Intercultural Studio selects the markets according to the research question and client needs. Typically, Intercultural chooses the most representative markets for Hispanics and Latin America. Intercultural Studio conducts online qualitative research using the most advanced technology and platforms, shop-alongs, party groups, ethnographics, focus groups, dyads/triads, deep dive interviews, expert interviews.

Methodology

O.Y.E. Business Intelligence

This analysis was extrapolated from a data set of 521,796 (307,559 makeup and 214,237 skincare) total conversations on Twitter, of which 31,345 were from verified Hispanics. All the data was gathered from 04/01/2019 - 6/30/2019.

The Intercultural Studio

The Intercultural Studio recruited 20 participants that matched a certain criteria (see below) to participate in a 1-hour online interview at the beginning of June 2019. The criteria of the respondents included:

Geography: Nationwide/Hispanic Markets - focus on California, New York, Texas, Florida, and Illinois

Language: 50% Bilingual and 50% Spanish only speakers

Education: Must have completed at least some college (soft quota)

Age: Between 25-60 years old

Gender: 50% female and 50% male

Marital status: mix

Income: Min $35,000

The analysis was done using a combination of qualitative analysis expertise from a team of Anthropologists, Sociologists, and Interculturalists. Additionally, during this study, The Intercultural Studio wanted to test a new approach using AI technology that provided fast-turnaround transcriptions from the audio through machine learning algorithms as well as identification of the words (brands) that were mentioned throughout all the online conversations.

Goals & Objectives

Qualitative Approach - Objectives

• Identify key brands and products that are relevant for makeup and skincare. These words will be integrated into the O.Y.E. Intelligence search query
• Understand emotional drivers & goals as they relate to shopping/buying for beauty products
• Identify themes and patterns as they relate to Hispanic identity, culture, values, lifestyle, and insights into what makes this target unique
• Explore current behaviors and attitudes around shopping for beauty products

Social Listening Approach - Objectives

• Understand consumer behavior among Hispanics analyzing online conversations in the beauty industry that may include hair, face, and body products. The focus of this report is on the industry, not on specific brands. However, we may include insights about brand or product preferences if any recurring mentions are found.
• Online vs in-store shopping if data shows a trend during the selected time period
• Takeaways and recommendations for brands or marketers 
• Identify 5-10 influencers that brands or organizations could consider for campaign activation. These influencers will be chosen based on their passion for products, engagement rate, audience geography (the majority of each influencer’s audience must reside in the US), follower growth rate, comment quality (are the comments relevant to the content).

10 Key Questions Driving The Study

Study Content

Volume Analysis | Language Analysis | Gender Analysis | Sentiment Analysis

| Location Analysis | Topic Analysis | Influencers | Top Shared Posts | Wordcloud |

Conclusion