Claire Cerda
Senior Product Manager

Researched folk music consumption among Hispanic millennials

Alma DDB Advertising Agency

April 2013 to January 2014

Problem statement

How might we use folk music consumption, specifically as it relates to maintaining and connecting to cultural identity, as a tool to better understand strategies for brands to engage with Hispanic millennials?

Project description

How do young, Hispanic adults experience their biculturalism, and more specifically, how do they maintain their roots to their cultural heritage? What role does the traditional folk music of their country of origin play in maintaining the routines, rituals, and traditions that have become representational of U.S. Hispanic culture?

This in-depth, cultural research project provided insights about the growing young, Hispanic adult population in the United States. I conducted twenty qualitative interviews in a three-day online focus group forum. The participants were between the ages of 18 and 24, classified as biculturals, and reflected geographic representation per the top fifteen Hispanic population designated market areas according to Nielsen Media Research.

Participants were asked a series of task-based questions over a three day period related to their consumption of the traditional music of their country of origin, including but not limited to the meaning music has for them, and specific elements within traditional music that are most important in connecting them to the music. Click here to see the discussion guide I wrote.

At the end of the focus group, I compiled all of the discussion, found common themes in the data, and generated insights based on my findings. I used those insights to write a paper for the agency, and I am looking forward to it being published within the next few months. However, if you're interested in reading the paper, please contact me, and I'll be happy to share it with you.


  • Ethnographic interviews
  • Online focus groups
  • Diary studies
  • Qualitative research
  • Secondary research

Skills required

  • Moderating focus groups
  • Experimental design
  • Running research within a budget
  • Writing request for research proposals
  • Writing discussion guides/protocols
  • Generating insights
  • Understanding user's attitude and behavior
  • Summarizing findings in insightful and engaging ways for my team
  • Oral and written communication

Tools used

  • Qualboard (online focus group platform)
  • Microsoft Office
  • Pencil & paper

Project involvement

I proposed the topic, researched online focus group methods/companies to complete the research within the budget I was given, wrote the discussion guide, moderated the three-day session, compiled the data, generated insights, and wrote the paper.


I couldn't have done this project without my two mentors: Angela Rodriguez, Director of Strategic Insights at Alma, and Marta Insua, ‎VP Strategic Planning at Alma.

Working at my mentor's desk on the final deliverable for the project.


A yellow paper submitted to the agency for future distribution to clients and teams at Alma DDB. If you're interested in reading the paper, please contact me, and I'll be happy to share it with you.

More projects

Interested in seeing more projects I've worked on?


Do you have any questions about this project? Please send me a note and I'd be happy to discuss!