A big consumer packaged goods manufacturer was interested in understanding changes in usage of the convenience store channel, where it sells its products to Hispanics. Spurred by the recession, many retailers are seeing fewer consumers at their stores, and Hispanics are not an exception.
Relevant Insights was hired to conduct ethnographic on-site interviews in Spanish with a sample of un-acculturated Hispanic males. We visited their homes and did shop-along trips to different convenience stores.
The study provided insights into behavioral and attitude changes towards the C-store channel triggered by the recession, and pointed out what the channel and manufacturer can do to regain customers when the economy improves.
