Case Studies

A beverage brand with a real opportunity in the Hispanic segment was underperforming year over year despite the category's strength. Research into drinking habits, brand perception, and positioning uncovered why, and pointed toward a revised growth strategy built around what Hispanic consumers actually wanted from the category.

A CPG brand had lost its relevancy with Hispanic shoppers, showing up as declining sales across major Hispanic markets. A multi-market usage study identified exactly where the disconnect lived, from product formulation to in-store merchandising, and pointed to specific changes that reversed the decline.

A healthcare brand wanted to understand the Hispanic caregiver journey for a serious diagnosis, to better design digital information resources. A month-long diary study with caregivers surfaced cultural stigma, home remedy beliefs, and misconceptions that shaped how content needed to be built to actually land.

A mobile fantasy sports platform wanted to understand both new and experienced players' experience of the draft process. Structured behavioral research across multiple league formats and experience levels surfaced specific friction points in onboarding and engagement that a general usability review would have missed entirely.

Each case study below covers the goal, the research activities, the methodology, and the measurable impact. They are grouped here because the pattern across all four is the same: a brand that assumed it understood its multicultural audience, and research that showed the real picture was more specific and more actionable than the assumption.

None of these four brands lacked data. Each had sales figures, usage statistics, or engagement metrics showing something was off. What they lacked was a research process built specifically to explain the multicultural piece of that picture, rather than a general market analysis that averaged the disconnect away.

That is the recurring theme across every category represented here, food and beverage, CPG, healthcare, and media. The categories could not be more different, but the underlying gap, a general market lens applied to a segment that needed its own, showed up in each one.