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Michael Netter
Tracy Chadwell
Thomas Britt
Major Pharmaceutical Company
Identifying Cultural Nuances to Best Generate Call to Action
Gauge reactions of unacculturated Hispanics to a Spanish language TV campaign
In-person and remote interviews were conducted in Spanish across multiple markets.
Uncovered lack of awareness and skepticism due to limited DTC exposure on Spanish TV channels. Research identified elements to increase the campaign’s emotional resonance.
