Case Study: a retailer achieves stronger Hispanic advertising with Decision Analyst

Retailer B tests 4 ads with Decision Analyst among Hispanics

Retailer B, a large retailer, wanted to grow its market share among the growing Hispanic population in the United States. To achieve this, it needed to evaluate and improve the effectiveness of its television, print, and radio advertising campaigns specifically targeted toward both acculturated and unacculturated Hispanics. The company enlisted Decision Analyst to conduct this research using its CopyTest® system.

Decision Analyst implemented a research study conducted via mall-intercept interviews in 10 key Hispanic markets. Using its proprietary SellingPower™ analytical model, the vendor measured key advertising metrics and provided specific recommendations for improvement. As a result, Retailer B revised its ads to feature a better spokesperson, use more culturally relevant situations, and better align with the audience's aspiration levels. These changes led to a stronger connection between the consumer and the brand.