Case Study 3


A retailer in the Midwest wanted to understand Hispanic’s behaviors around healthcare and their needs regarding OTC pharmacies, eye-clinics, and in-store clinics.


I conducted store intercepts throughout the pharmacy section, interviewed people visiting the in-store clinics and eye-clinics, and conducted in-home ethnographies to understand bicultural behaviors and preferences around healthcare, specific brands, and choices on where to attend for care in Miami, Chicago, and Houston.


Insights showed Hispanics in the three markets have a different healthcare ecosystem than the general market that influences the type of places/stores/brands they prefer and buy, as well as the frequency.