Team Magnifying Glass

Delivered by:
Jacob DeRosier, Michelle Lasota, , Carolina
Martinez, Marissa Rocchi, Samantha Schaller
 Executive Summary
Data Collection
Business Question
Tools

How do those, whose first Quantitative

language is Survey
Spanish, perceive Hoy? Qualitative Sample Frame
MDO Interviews
Observations

Over the Age of 18

Where should Hoy Media Involved in the Hispanic
position itself within the Community
news industry? Distribution of 40%
male and 60% female
Residents of the greater
Chicagoland Area

Research Objectives
Disclosure of
Limitations

1. To evaluate the current target audience

2. To understand the differences between online
versus print readership Due to unforseen circumstances, Team
Magnifying Glass distributed the
3. To establish most relevant sponsors
Qualtrics survey
4. To discover how promotional events affect through a convenience sample
brand awareness rather than directly to Hoy
5. To measure engagement within different readers as it was originally designed
markets for.
 Background

Team Magnifying Glass reviewed the secondary data provided to prepare

for the Client Visit and knowing that Hoy had the rich demographic data
available to them, the research needed to uncover different data from their
readers. Even more so, during the Client Visit, Johanna said, "we have no
primary data, we only use secondary data," for understanding their
market. This quote initiated further research into evaluating the current
target audience and uncovering more for Hoy. Additionally, the secondary
data describes the "competitive print advantage" Hoy has over their
competitors and Team Magnifying Glass wanted to discover the sponsors
that would help to utilize this advantage. Furthermore, according to the
secondary data, estimated attendance of Fiesta Familiar was between
25,000-30,000 people. It is imperative to know if the consumers who
attend Hoy’s events are aware of Hoy as a brand. Lastly, secondary data
shows that 57% of online readers are 18-34, whereas 37% of print readers
are 35-44. Lastly, some research focused on the difference between print
and online readership because Johanna indicated it is expensive to run
stories on paper.
 Solution
Our data collection included quantitative survey data, qualitative interview data and natural
setting observation data. Through the combination of exploratory design (qualitative) and
descriptive design (quantitative) we obtained numeric, in-depth data to understand the driving
forces behind news readership.

1. Qualtrics Survey
Each research objective was divided into blocks in Qualtrics to ensure that each was effectively
accounted for in the survey. This also ensured that questions were not placed out of order or
context. The NOIR model establishes that nominal data is the most reliable, so nominal questions
were incorporated into each block. Skip logic was utilized in order to screen respondents and ask
only relevant questions to each participant. The NPS, rank order, and graphic slider questions in
the survey served to engage respondents and keep the survey interactive. Graphics and
descriptive text throughout the survey also encouraged engagement and memorability. The
survey was pretested three times within the classroom as well as on work colleagues, friends,
and family in order to receive constructive feedback. Throughout the development of the
questions, class materials were referenced to ensure that all questions were high quality and
would enable a gain of the most relevant information for each research objective.
 Solution
2. Interview Guide

The interview moderator guide was created as a detailed road map that could be taken on by any
researcher to engage participants in a fun, flowing conversation. The secondary data provided by
Hoy guided the development of each question. The goal was to explore (RO1) the relationship
between participants and brands, and (RO2) brand readership. To gain a deeper understanding
of the participants’ brand favorability, the moderator guide included a visual that expanded upon
the provided Hispanic Profiles data. Within the moderator guide were open-ended questions that
were intended to receive unaided responses about participants’ favorite brands and their
preferred method of reading news. The moderator guide ended with an exit question designed to
collect any additional information regarding news readership and consumer motivations.

3. Observations
Team magnifying glass attended two separate Hoy sponsored events: the Day of the Dead event,
and Fiesta Familiar. Being able to observe the event firsthand provided a deeper understanding of
the brand itself. After attendance, an in depth observational guide was completed depicting details
about the event atmosphere and attendees. The gathered data was later used in qualitative data
analysis.
 Sample
Sample Frame Ethical Dilemmas
Over the Age of 18 The logic in our survey prompted
Involved in the Hispanic different questions based on previous
Community responses, not allowing all
Distribution of 40% male participants to have a fair chance for
and 60% female each question. In addition, it is
difficult for those without access to
Residents of the greater
technology to participate because it is
Chicagoland Area an online survey.

Underrepresented
Hispanics were underrepresented in the research, 61.9%
of the respondents did not consider themselves Hispanic.
Additionally, those involved in the Chicago Hispanic
community were underrepresented, with 96.8% of the
respondents answering that they were not part of the
community.
 Data Analysis
Research Number of Type of Data
Explanation
Method Responses Analysis

Online survey Extensive survey utilizing skip Quantitate analysis

logic in order to ask the most
70 utilizing the cross
relevant questions to the tabulation function in
relevant audiences, and allow Qualtrics
for in depth analysis

In-person Individual interviews given 5 Qualitative word

Interviews following a moderator guide, frequencies ran
and recorded, so that a through NVivo
complete manuscript could be
utilized for analysis

Observation Following attendants at various Qualitative word

Hoy events, in detail
5 frequencies ran
Guide observations about event through NVivoAdd a
atmosphere were recorded by little bit of body text
team members

The data for analysis primarily came from three main sources: an online survey, in-person interviews, and
observational guides. Being able to combine quantitative and qualitative methods of data analysis allowed for a
holistic view of each topic. The technology offered by Qualtrics and NVivo was what transformed the raw data
into information, and allowed Team Magnifying Glass to give recommendations regarding each of the research
objectives.
 Insights

Research Objective 1:
To evaluate the current target audience Of the respondents that
follow news sources on
social media, 60% of
Hispanics use Facebook for
news. Overall 54.5% use
Facebook for news.

93.33% of those
that considered
themselves Hispanic, prefer
to read news in English
 Insights

Research Objective 2: 95.24% of those that

consider themselves
To understand the differences
Hispanic, prefer to read
between online versus print
their news digitally
readership
 Insights
Research Objective 3:
To establish most relevant sponsors
Research Objective 4:
To discover how promotional events
affect brand awareness
Fiesta Familiar
"There was a big crowd of
people watching live traditional
Hispanic music that was being
performed by middle school/high
school aged Hispanic children.
The participants were clapping
along to the music and dancing."
Dia De Los Muertos
"Participants were (mostly)
interacting with the face
painters and the alcohol
sponsors."
"Participants are mingling
around the bar areas..."
 Insights
Research Objective 5:
To measure engagement within different markets

Spanish speakers
prefer to read ABC,
NBC, Buzzfeed, over
Spanish publications
like La Raza and TV
Azteca.
 Interview Insights
"A condensed version of news and it has a
lot of the main points. But it also has the
full article attached to the condensed
version, in case I want to read more about
it. It seems like it is for the average
reader, which is nice.” - Jane “They are very engaged with
their customers, they host events
all the time rewarding the
customer for their loyalty.” - José

"I prefer to read news digitally, the New

York Times. I have been reading this
brand for about 3 years. They cover a
wide variety of topics from an
international perspective." -Maria
“This brand makes me feel like I can
trust them. They’ve never let me
down, and they make life better. It
never feels like I am behind the
curve with the brand.” - Joseph
 Limitations
& Recommendations
Limitations
1. Systematic Error - incomplete set of questions
2. Systematic Error- set of questions that covers irrelevant
issues
3. Sampling Error

Recommendations

1. Continue exploring why hispanic consumers prefer to read

some news sources over others
2. Continue exploring how to engage consumers on digital
platforms
 Works Cited
Hoy Chicago Capabilities Deck 2017.
www.dropbox.com/sh/yxtbdyijbmdd8zx/AADzzBip0gaN7LEue5i4xJLZa/Hoy%20Chigago%20C
apabilities%20Deck%202017.pdf?dl=0. Accessed 6 September. 2017.

Hoy Media Kit 2017.

www.dropbox.com/sh/yxtbdyijbmdd8zx/AAAsqPJT0Jp7jk4lEHTQ4xsFa/Hoy%20Media%20Kit_
2017.pdf?dl=0. Accessed 6 September. 2017.
Hoy Profiles.
www.dropbox.com/sh/yxtbdyijbmdd8zx/AAAX6rTZsWZKWy5xfNkdr7KSa/Hoy%20Profiles.xls?
dl=0. Accessed 6 September. 2017.
Hoy vs LaRaza 2017.
www.dropbox.com/sh/yxtbdyijbmdd8zx/AAC4M1nJjSKuCyvzJqP83k3Xa/Hoy%20vs%20LaRaz
a%202017.pdf?dl=0. Accessed 6 September. 2017.

Hoy vs Reflejos 2017.

www.dropbox.com/sh/yxtbdyijbmdd8zx/AABbx-
iV_xPigtT10BZVpcm8a/Hoy%20vs%20Reflejos%202017.pdf?dl=0. Accessed 6 September.
2017.
 LinkedIn
Jacob DeRosier
https://www.linkedin.com/in/jacob-derosier-501554113/

Michelle Lasota
https://www.linkedin.com/in/michelle-lasota-573572113/

Sam Schaller
https://www.linkedin.com/in/samantha-schaller-158970117/

Marissa Rocchi
https://www.linkedin.com/in/marissarocchi/

Carolina Martinez
https://www.linkedin.com/in/carolina-martinez-b4181586/

“Our goal is to supply deliverables which thoroughly answer questions and provide detail-oriented data
that adds value to Hoy Media”