Context

In an overcrowded category with global brands, there seemed to be little space for product innovation in this commodity-type hygienic paper-product. Our client, a leader in the product category, was the first to introduce their products in the early 1920s.

What we did

By understanding user’s problems, frustrations, expectative and unsatisfied needs that the users have with hygienic pads.

We conducted participatory design sessions with women between 12 and 45 years, ethnographic research and interviews with Physicians.

Beyond Communications

Given the facts and real life experiences of Latino women with this particular product, we provided more empathetic communication and solutions towards them. We aimed not only for communication guidelines, but also for packaging and product improvements.

Specific solutions were found for opening up opportunities among teen users. Incorporating elements of personal hygiene education, comfort and overall quality of materials.

Context

Hospital settings serve a diversity of users where everyone seems to have different levels of understanding of internal policies and treatment procedures. There’s an increasing need for more structured and direct communication and understanding that needs to be translated into inpatient and outpatient operations.

What we did

Our objective was to understand the current experience of Latino families at one of the Nation’s most recognized Children’s Hospital to develop short and long-term strategies for improving the experience of Hispanics users.

We used a combination of ethnography and traditional market research. Methods: Ethnographic interviews with families, Shadowing, Roundtables and informal discussions.

We discovered that some of the most prominent barriers relates to language and beliefs. The lack of a common language presents an obstacle to face-to-face communication and relationship building, which in turn results in families feeling isolated from their child’s caregivers and not fully involved in their child’s care. Interactions of Hispanic families with practitioners are imperfect due to a customs and traditions that go back to personal upbringing and information that has been passed through generations.

Beyond a translator

Our recommendations included some very simple actionable improvements, as well as more in-depth revision of specific health and diagnosis processes. Overall the impact has been positive; nurses, administration and caregivers agree now that listening closely and a little emotional involvement can have important results to transform a regular setting into a more user-friendly Hospital.

Hispanic Understanding has emerged as a trusted advisor to many of the most important companies in the Continent. Help corporations explore extraordinary opportunities and integrate their potential into this new and emerging local markets.

Valuable information is scarce, so we are able to gather and synthesize information difficult to get to create insights/solutions.

We are confident in the quality and reliability of our consuting services and its positive effect on bottom line.

• M2H (Marketing to Hispanics)
• Strategic alliances & New Business Opportunities
• Product portfolio redefinition and evolution
• Looking ahead (future of your product in your category)
• Public goods & services assestment
• Marketing and Communications