Beauty Research Study
Makeup and Skincare
Natasha Pongonis - OYE! Business Intelligence CEO
Christian Arenas - OYE! Business Intelligence Digital Analyst
Daniela Robio - Intercultural Studio CEO
Overview & Contents
About the Study
OYE! 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.
OYE! 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.
OYE! is a language neutral social listening software that analyzes conversation in all languages to derive meaning from unstructured social conversation among multicultural consumers. OYE!’s natural language processing solution is designed not only to identify African American and Hispanic consumers of all levels of acculturation, but to also derive insights marketers can use in campaign strategy, messaging and targeting.
Insights derived from social conversation by OYE! provide key details into multicultural consumers through their own statements about brands. OYE! analyzes that conversation to allow brands to understand better ways to interact with these groups. OYE! also provides insights on how to create campaigns tailored to these multicultural consumers.
Leveraging insights from OYE! allows clients to produce content for multicultural consumers most influential over purchasing decisions for your brand 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.
OYE! 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
Social Listening Approach - Objectives
10 Key Questions Driving The Study
Volume Analysis | Language Analysis | Gender Analysis | Sentiment Analysis
| Location Analysis | Topic Analysis | Influencers | Top Shared Posts | Wordcloud |
Volume Analysis - Makeup
Volume Analysis - Skincare
Language Analysis - Makeup
Language Analysis - Skincare
Gender Analysis - Makeup
Gender Analysis - Skincare
Sentiment Analysis - Makeup
Sentiment Analysis - Skincare
Location Analysis - Makeup
Location Analysis - Skincare
Topic Analysis - Makeup
Topic Analysis - Skincare
Hispanic Influencers - Makeup
Latino Influencers (over 150K followers) and micro-influencers (those between 1K and 150K followers) can be leveraged throughout the year to boost product awareness and influence Hispanic consumers to consider new campaigns
Hispanic Influencers - Skincare
Top Shared Posts
Top Shared Posts - Makeup
Top Shared Posts - Skincare
Wordcloud Analysis - Women
Wordcloud Analysis - Men
What Does Beauty Mean to Hispanics?
Who Influences Hispanics?
Who is More Involved Online/Offline?
What is the Most Popular Product for Makeup and Skincare?
What Does This Mean for Brands Who Want to Reach Hispanics?
EMAIL: firstname.lastname@example.org I email@example.com
WEB: www.oyeintelligence.com I www.interculturalstudio.com