BLANCA VEGA

Hoy is the largest Hispanic daily newspaper in Chicago and they are a subsidiary of the Chicago Tribune. In addition to digital and print media Hoy also offers several events, such as Fiesta Familiar and Día de Los Muertos, which engage the Hispanic community in Chicago. However, Hoy is still trying to gage the accuracy of their data. Based on the information provided by Hoy, the content is geared towards the Spanish speaking population; primarily women of ages 35 through 54 even though during the interview it was stressed that the preferred market is primarily composed of Hispanic millennials. As a result, this desire to appeal to multiple age groups and markets has created an identity crisis within Hoy. The managerial decision opportunity (MDO) proposed to guide the marketing research deliverables, What is Hoy’s identity in Chicago?,  along with the research objectives represented the business question, How do Spanish-language dominant Hispanics perceive Hoy?  

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Our data collection tools relied on mixing qualitative, exploratory design with quantitative descriptive design through both a Qualtrics survey and a focus group.

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The report was chosen by HOY as the winner in our class. 

 

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