IMMERSION EXCURSION: TO GAIN A DEEPER UNDERSTANDING OF THE HISPANIC CONSUMER

BUSINESS SITUATION
​A Health Wellness firm desired to immerse their leadership team on the Hispanic consumer and culture to engage them on the market reality and enable them to champion this growing demographic.

METHODOLOGY

• Illumination created a full day market, consumer, and shopper immersion aimed to immerse the team holistically in Miami, FL.
• The day started with a tour of Calle Ocho – the Hispanic cultural epicenter of Miami.  The team visited a bodega with Latin food and medicinal plants, monuments, cigar shop, drugstore, and tropical ice cream shop to surround them with the Latin essence in the US.
• For lunch the team met with consumers at a traditional Cuban restaurant and had a an opportunity to hear their stories and health needs and then visited a local drugstore with the consumer.
• In the afternoon, the team conducted a store-check tour and we covered top Hispanic demographics, behaviors and health trends in between stops

RESULTS
The leadership team was fully engage for the whole day and became champions of the Hispanic consumer needs.