Qualitative Research Work

Alma DDB

THE ASK

Find truths about how Latinos around America use McDonald’s, eat McDonald’s, and need McDonald’s

HERE’S WHAT WE DID

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Alma strategists went to Chicago, Miami, and Denver to sit in McDonald’s lobbies to uncover fan truths about Hispanics across the country.

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Meanwhile, I connected one-on-one qualitative research interviews with Latinos across America. Here, I was able to have heart-to-heart conversations, virtually.

TOGETHER, WE UNCOVERED SEVERAL FAN TRUTHS INSPIRED BY LATINOS ACROSS THE COUNTRY, AND THE STORIES THEY HAVE TO SHARE.

Qualitative research served a vehicle for making connections .

Through this project, we were able to successfully deliver key insights on the Hispanic market to Wieden + Kennedy for the second year in a row. These insights are used both explicitly, and implicitly though several of Alma’s McDonald’s Campaigns.