1) For marketers, Univision presents an opportunity to reach a dynamic Hispanic audience through programming that appeals to their sense of community and shared cultural experiences. 2) When planning trips, people use digital channels for inspiration and information gathering. As plans solidify, these channels become tools for organizing travel details. 3) For donors, parents, and medical professionals, choosing children's hospitals becomes linked to perceptions of expertise and access to specialized care, shaped by reputation built over many successful patient stories and outcomes.

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© 11
360Insight
Portfolio by Jacques Epangue

2. Insight Specialist
for Brand Management
Class 2015

3. I stand with one foot rooted in social sciences and the
other in business...
... but also embracing a multicultural vision
Methodology
imaginatio
n

5. 1
2
3
Insight is about recognizing relationships or
associations between the scene, participants and
actions in order to help solve a problem.

6. It’s about seeing the whole picture...
Actions
What action /s they
do

7. …and being able to support it
Observe Reframe Validat
e
FACTS FINDINGS INSIGHTS

8. Works
Insight to light

9. #1
The scene : US Tv NetworkIndustry
The participants: Hispanics, Advertisers

11. Assignment
Ignite the passions of the sales force and make Univision
and other UCI brands a “must-have” for new advertisers.

12. Facts
 The Hispanic population is one of the fastest growing
demographics in the United States, and 80% of U.S. Hispanic
adults use social media, compared to 72% for the country
overall, with 68% of U.S. Hispanic adults saying they used
Facebook, Twitter or similar platforms, compared to 58% for
the U.S. population. (Pew Research)
 Univision is the biggest Spanish-language media network
in the United States when it comes to revenue, ratings and
stations owned. (Univision)

13. Findings
For marketers, the growth of the US Hispanic population is not
only an important sales opportunity but presents the promise of
reaching a dynamic and engaged audience with a unique digital
behavior.

14. By learning to recognize logos, ethos, and pathos in Hispanic
community Univision is able to broadcast programming that appeal
to a sense of community and emotional moments of identification.
Insight

15. #2
The scene : US Travel Industry
The participants: Travelers (business, family,
leisure)

16. Assignment
Increase top of mind awareness when people are thinking about
and organizing their vacations

17. Facts
 92% of internet users read product reviews and 89% of
people say that reviews influence their purchasing decision.
(e-tailing group)
 65 % of travelers are more likely to choose a hotel that has
won a TripAdvisor award. (TripAdvisor)

18. It’s always easier to go with the known than the unknown.
Even the most adventurous travelers need a toolkit full of
tips to make their travel a little less stressful.
Findings

19. When someone is planning a trip, digital channels begin as a source of
inspiration. As the inspiration takes shape, those channels become
planning tools.
Insight

20. #3
The scene : Children Health Hospitals
The participants: pediatrician, parents, donors

22. Assignment
Raise awareness about the outstanding contribution Columbia
Children’s Health has achieved in pediatric care and research.

23. Facts
 Columbia Children’s Health is ranked as “Best Children’s
Hospitals” in 9 specialties
 Faculty members at Columbia Children's Health have been
responsible for a number of significant clinical breakthroughs
 Word-of-mouth recommendations matter most, but online
patient reviews or ratings are playing a small but significant
and growing role when parents choose pediatricians.

24. For donors, parents and fellows choosing CCH becomes a
reason for better access an experience driven by
reputation and depth of expertise.
Findings

25. All Children’s hospitals built their stories around leadership but most
fail to make the association between services offered and patient
needs both verbally and visually.
e findings also reveal that children’s feeling of wellbeing within this experience
is linked to their ability to feel comfortable in the environment, to maintain a
positive state of mind and to remain positively engaged with the experience and
the environment.
Insight

27. “An insight is simply defined as understanding ‘why’ rather than the what.”
Rob Campbell
Head of Planning
Weiden + Kennedy Shanghai
China

28. PROBLEM Marketers only see Univision as a Spanish language platform
WHY? Because Univision is the biggest Spanish-language media
network in the United States when it comes to revenue, ratings
and stations owned.
WHY?
WHY?
INSIGHT
Because second to the Church, Univision is the most recognized
and trusted brand among Hispanics
Because Univision doesn’t speak to passive audience but to
active participants.
By learning to recognize logos, ethos, and pathos in Hispanic
community Univision is able to broadcast programming that appeal
to a sense of community and emotional moments of identification.

29. 3131
Thank you