Sensis Hispanic Persona Project

Hispanicize 2011Hispanic Persona ProjectApril 7, 2011

Introduction

A behavioral model to guide Hispanic digital marketing across paid, owned, and earned media.

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

What are Personas?

What is a Persona?
Profile of an archetypal user
Represents the needs of many
Based on research
Design research in the field
Help create scenarios

History of Personas
Invented by and made famous by Alan Cooper’s “The Inmates are Running the Asylum” (1999)
Personas have been derided
But good personas are
Based on real data
Defined by goals
Commonly used in digital advertising and user experience (UX) design

How do we create them?
Synthesized from ethnographic interviews
Presented as real people with descriptions
Behavior patterns
Skills
Attitudes
environment

Hispanic Personas?

Why Hispanic Personas?
They focus on behavior, mindsets, and goals, not demographics
Provide important texture to plan earned media initiatives, particularly in interactive and two-way social environments

We Decided to Evolve the Persona
By incorporating
Psychographic details
Differences from other ethnic / general market users

Research Methodology
Sample to reflect the composition of U.S. online Hispanics
60 ethnographic interviews
Three key variables
Acculturation
Age
National origin

Hispanic Personas

“I’m always online, always connected.”
Tech-fluential
Psychographic Info
Name: Ivan
Age: 27
Acculturation: Mid / High
Early adopter of technology
Internet “junkie”, always connected
Does everything online
Lifestyle built around technology
Voracious appetite for information
Heavy mobile user
Takes pride being “in the know”; teaches friends and family about tech
Influence
Be connected
How do we reach him?
Behavior-based advertising (long-tail sites, FB ads)
Retargeting
Ego
Be different
Curiosity
Status

“I like to know what my friends are up to all the time.”
Social Techie
Psychographic Info
Name: Sandra
Age: 33
Acculturation: Mid
“First follower”
Not concerned with how tech works; but must have the latest
Online 24/7
Lives her social lives online
Loves to share content
Uses multiple devices to stay connected
Has to know what everyone is doing at all times
“everyone is doing it”
How do we reach her?
Social media advertising (Facebook, Twitter, etc.)
Online video ads
Stay in touch
Friends and family
Being heard
Popularity

“I think it’s important to have a balance and not spend too much time online”
Utilitarian Explorer
Psychographic Info
Name: Armando
Age: 44
Acculturation: Mid
Life doesn’t revolve around the Web
Uses social media daily but are for the most part “passive listeners“
Knows what they want and leave once they get it
Uses internet as an important channel for entertainment (after TV + radio + print)
Uses mobile mostly for calls/texts
Tends to visit the same sites, not too
adventurous
Ease everyday tasks
How do we reach him?
English and Spanish-language portals
Paid Search / Facebook / YouTube ads
Research
Stay in touch
Convenience

Nostalgic Newbie
Psychographic Info
Name: Mariana
Age: 39
Acculturation: Low
Entry-level user
Still exploring the capabilities of the internet
Still connected to the home country, and everything she does online reflects it
New to social media; Facebook is the “all-in-one” social connectivity solution
Uses the web as a tool to learn and to adapt to life in the U.S.
Home country
How do we reach her?
Spanish-language portals and long-tail websites
Instant Messenger ads / Facebook ads
Explore Adapt
Opportunities

Bringing the Personas to life…

Utilitarian Explorer
Nostalgic Newbie
Tech-fluential
Social Techie
Chris
Andrea
Brigitte
Angelina
Brenda
Karina
Carlos
Anna

Research Takeaways

Key Takeaways
U.S. Hispanics are heavy social media users - almost all of interviewees noted that the first thing they do when they go online is check email and Facebook – very often from mobile devices.
“The young teaching the old” - younger Hispanic ‘super users’ are teaching the late adopters how to use new technology and introducing them to new digital trends.

Key Takeaways
Evolution from old social media platforms to new ones - U.S. Hispanics have migrated from Hi5 and MySpace into Facebook. The only people who are still on MySpace are artists and musicians.

Key Takeaways
Online Advertising
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.
Mobile Internet
Most interviewees had smartphones. Those who do not have one are considering buying one.

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Sensis Hispanic Persona Project

by Sensis on Apr 20, 2011

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