Monday, July 13, 2009

Gain: AIGA Business and Design Conference

Gain: AIGA Business and Design Conference
October 23–25, 2008

Luis Fitch
UNO’s Filtros: A Hispanic Ethnography Tool for Better Design


Luis Fitch points out that nearly 15 percent of the United States population is Hispanic, but there is incredible diversity among Spanish-speakers and varying degrees of acculturation. UNO’s FiltrosTM system is a tool for businesses to understand their market via a set of filters that describe how these audiences see the world. Fitch gives specific examples from his firm’s branding work, and warns that if executives continue to ignore the unaccultured audience, their companies will be missing out on decades worth of brand impressions and loyalty.

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