Using Market Research and Hispanic Segmentation to Drive Political Awareness
During this election year, numerous op-ed pieces, opinion polls and feature articles have been written of what voters think about the political candidates and their respective policies. Arguably, the most critical part of the electorate are Hispanics.
However, at ConneXion Research, we found that very little research has been conducted on Hispanics and their decision making process. Specifically, we wanted to use a market research and a marketing lens to explore how consumers, who are also potential voters, view politics. In addition, we explored a way to identify buyer personas so that brands and even politicians could optimize their outreach efforts.