Case Studies
Multicultural CX research and strategy for brands ready to grow beyond a general market lens
Tejido Insight helps national brands understand what Hispanic and multicultural consumers actually need from a product or service, then turns that understanding into a strategy the whole organization can act on. We work at the intersection of cultural insight and user experience research, not either one alone.
01Method
How Tejido Insight approaches a job
Tejido Insight exists because most customer experience work is still built around a general market lens, even as that market has become less and less representative of who is actually buying. Multicultural consumers are not a niche add-on to a broader strategy, they are a growing and increasingly central share of the customer base for almost any national brand, and treating them as an afterthought leaves real growth on the table. We bring together two disciplines that are usually kept separate: deep multicultural marketing expertise and rigorous user experience research methodology.
That combination lets us see both the cultural nuance that shapes how someone experiences a product and the structured research discipline needed to turn that nuance into something a brand's product, marketing, and CX teams can actually act on. The work is not about running a single focus group and calling it insight. It is about a full research process, from initial data analysis through qualitative and quantitative study, that leaves a brand with a genuinely different, better informed view of a customer segment most competitors are still treating as an afterthought.
The full backgroundGround rules
- Research grounded in real engagements across food and beverage, consumer packaged goods, healthcare, and media, not a single-industry playbook applied everywhere.
- A team built from two established practices, one in multicultural marketing and one in user experience research, combined rather than bolted together.
- Findings that go beyond a slide deck, tied directly to product, packaging, messaging, and journey decisions a brand can actually implement.
- A focus on the full multicultural population, not a narrow translation exercise mistaken for cultural relevance.
02Scope
What we do
Multicultural CX strategy and design
Research and actionable insight that makes a product or service genuinely relevant to multicultural consumers, not just translated.
Customer journey mapping and personas
Journeys and personas built around the cultural needs and expectations that shape how multicultural consumers actually decide.
Multicultural user research
Qualitative and quantitative research built to surface what is culturally relevant, not assumed relevant.
Cultural diversity training
Training that helps a brand's own team understand the behaviors and needs of the audience they are trying to reach.
Coverage
DoralFlorida
Doral, plus nearby
- Doral
- Miami
- Coral Gables
- Miami Lakes
- Hialeah
- Miami Springs
03Library
Further reading
Case Studies
- Food and Beverage: Finding the Hispanic Growth Opportunity
A brand with real category strength was still under-indexing with Hispanic consumers, and nobody on the internal team could say exactly why.
- Consumer Packaged Goods: Rebuilding Relevancy
Sales were declining year over year across major Hispanic markets, and the brand's own value proposition had quietly stopped connecting.
- Healthcare: The Hispanic Caregiver Journey
Understanding the Hispanic caregiver journey for cancer patients, and what it changed.
- Fantasy Sports: Designing for New and Experienced Players
Testing a mobile fantasy sports app with new and experienced players to fix the draft experience.
Insights
- Why Multicultural CX Matters More Than Most Brands Realize
The ROI case for treating multicultural consumers as a distinct, high-value CX segment.
Library
- Case Studies
Real engagements across food and beverage, consumer packaged goods, healthcare, and fantasy sports, told through the research that shaped.
- What We Do
Strategy, journey mapping, user research, and diversity training built around multicultural consumers.
- Who We Are
Tejido Insight is led by veteran multicultural marketing and UX research leaders from two established firms.
04Frequently raised
Answers, before you ask
- Is this just about translating our marketing into Spanish?
- No. Translation is a small piece of a much larger picture. Real multicultural CX work touches product design, packaging, positioning, and the entire customer journey, not just the words on an ad.
- What industries do you typically work with?
- Our engagements span food and beverage, consumer packaged goods, healthcare, and media or technology brands, though the underlying research approach applies to most categories where the general market and the multicultural market behave differently.
- How long does a typical engagement take?
- It depends on scope. A focused study might run a few months from kickoff to final recommendations, while a full strategy and journey mapping engagement can run longer. We scope the timeline against your specific goal before starting.
- Do you work with brands that have no prior multicultural strategy?
- Yes, and that is actually a common starting point. Many of our engagements begin with a brand that knows something is not connecting with multicultural consumers but has not yet diagnosed why.
- What does a final deliverable look like?
- It depends on the engagement, but findings are always built to be actionable, tied to specific product, packaging, or messaging decisions, not just a summary of what we heard in research sessions.
05Write to us
Start a research brief
Tell us about the product and the audience you want to understand better. We reply within a few working days.
Notes are read by Ines, research strategist.