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AHAA Insights 2013

The AHAA Generational & Cultural Study: Beyond the Data
September 24, 2013

With underwriting from AARP, AHAA shares the results of a study examining the buying habits and Cultural Orientation of Hispanics and non-Hispanics across three generational groups—Millennials (18-29), Generation X (30-44), and Boomers (45-65), expanding marketers' understanding of behavior and preferences beyond demographics.

What you'll learn:

  • Key cultural orientation dimensions
  • The difference between acculturation and cultural orientation; and their application
  • Language and media usage by Hispanic generational segment
  • How this data can be to develop stronger creative messages and deeper consumer insights

Panelists:
Carlos Santiago, President & CEO, Santiago Solutions Group
Dr. Jake Beniflah, Study Academic Counsel, Exec Dir, Center for Multicultural Science
Scott Willoth, SVP Methods & Analytics, Scarborough Research

Session sponsor: AARP. Study underwriter: AARP. Research Partner: Scarborough.

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The Upscale Latino Segment: Beyond the Data

September 18, 2013 

This session provides a deeper dive on this influential segment with NEW INFORMATION, based on questions posed during the last webinar covering this topic. We will go beyond basic demographics, spending habits and programming preferences to reveal comprehensive data on…

  • The definition of “upscale” and family dynamics that are helping to build combined aggregate household income
  • The future of this segment, including college graduate projections and the growth of the upscale Spanish-dominant
  • A deeper dive on demographic composition across primary markets with an emphasis on New York, Texas and Washington D.C.
  • A closer look at media criteria and digital usage

Panelists:
Reny Diaz, Director of Research, Fusion + UniNoticias
Carlos Santiago, President & CEO, Santiago Solutions Group

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The Not So Hidden Value In Generational Trends: Targeting the Best Hispanic Customer
June 27, 2013

As the lines between the ‘Mainstream’ and the Hispanic market continue to blur, it is more important than ever for marketers to not only understand what makes Hispanics different / similar to non-Hispanics, but to examine the cultural differences between Hispanics, as well. With underwriting from AARP, AHAA commissioned the first study to examine the buying habits and Cultural Orientation of Hispanics and non-Hispanics across three generational groups—Millennials (18-29), Generation X (30-44), and Boomers (45-65).

What you'll learn:

  • Identify the “best” Hispanic customer for key product categories
  • Understand the cultural orientation differences across three Hispanic generational segments 
  • Increase marketing effectiveness by understanding the cultural diversity within U.S. Hispanics

Panelists:
Carlos Santiago, AHAA Research Committee Chair, President & Chief Strategist, Santiago Solutions Group
Dr. Jake Beniflah, Study Academic Counsel, Exec Dir, Center for Multicultural Science
Scott Willoth, SVP Methods & Analytics, Scarborough Research

Session sponsor: AARP. Study underwriter: AARP. Research Partner: Scarborough. 

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Download the infographic 

 


 

The Upscale Latinos Segment ($50 - $100K) 
May 30, 2013

Join AHAA & Nielsen for a closer look into the lives of the Upscale Latino segment, the most influential segment since the baby boomers. Recently released at the AHAA 2013 Conference, the study revealed that this viable and sophisticated market boasts 40 percent of Hispanic Spending Power, lives in a world of cultural duality, and provides lifetime value and upside opportunities for many high-end and luxury brands. Learn how Upscale Latinos will drive shifts in category consideration, purchasing behavior and brand relationship and how you can better connect with them. 

Panelists:
Reny Diaz, Director of Client Engagement, Nielsen
Carlos Santiago, President & CEO, Santiago ROI
Gabriela Alcantara-Diaz, President, G ADMarketing Communications

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Watch the Presentation (Webex)


Winning the Hearts, Minds and Wallets of the Hispanic Customer Using Mobile
March 20, 2013 

Hispanic consumers are clearly becoming the most important prospects for marketers, across all sectors. Walmart has reported that 100 percent of its sales growth is now coming from the multicultural customers. In this webinar, we'll provide an overview of the Hispanic customer and strategies on engaging this MAJORITY-MINORITY throughout the path to purchase in order to win their HEARTS, MINDS and WALLETS.

Moderator: Michael Becker, Managing Director, North America, Mobile Marketing Association

Panelists:
James Briggs, CEO and Co-Founder, Briabe Mobile
Diana Valencia, SVP of Mulitcultural Communications, Porter Novelli
Gaby Alcántara-Diaz, President, G ADMarketing Communications

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Watch the Presentation (Vimeo)