Equis’ Latino Playbook: Main Character Energy
Segments for Latino Engagement
At Equis we are frequently asked how Latino audiences respond to an increasing variety of media and cultural content — outside of news — and whether the shows people watch or music they listen to might reveal important insights for better capturing Latino attention.
Equis Institute, in collaboration with Harmony Labs, has created a segmentation that gives ad makers, creators, and storytellers the power to understand the diverse demography and behaviors of Latinos in the US as well as the characters, values, and stories to which different clusters of Latinos gravitate.
The data used for this project comes from a combination of surveys and real media consumption data from opt-in panels. We primarily used data from streaming platforms like Netflix and Apple TV as well as music and other video content on YouTube.
Deck
Blog Post: Understanding the stories and characters that capture Latino attention
Organizations traditionally measure success by how well they reach and move groups defined by demography or behavior. But true audiences define themselves by choosing the same cultural spaces, stories, and characters. Building an effective audience strategy requires understanding not just audiences’ demographics, but their cultures: the TV, games, music, film, and more that people regularly engage with.
Equis is working to create a better understanding of Latinos and innovate new approaches to reach and engage them. In this research, Harmony Labs collaborated with Equis to inform the strategy of storytellers, organizers, and creatives by identifying the key characters in media who embody and connect with the many identities of Latinos.
Harmony Labs used a combination of media consumption data and survey responses to construct 5 audiences that are key to building narrative power for Latinos in the United States.