Bromley launches ‘Latinas Who Lunch’ panel.

The Hispanic Latina is quickly replacing Anglo moms as the dominant consumer target from now to 2050. Bromley Communications is embarking on a year long “Latinas Who Lunch” panel.

The proprietary agency research will include monthly lunch time visits with women and will be supplemented by bi-monthly excursions with individual participants. These excursions may include shop-alongs and in-home discovery sessions but are designed to be flexible enough to accommodate impromptu family events, cultural events, or other experimental approaches. To foster lively conversation, participants will be given pre-work assignments.

Participants will be self-identified Hispanic women, Spanish-dominant, 25-45 years old, with two or more children under the age of 12 residing in their household. Unlike in traditional advertising-oriented research, participants will be told the study’s objectives and encouraged to build relationships with members of the agency’s planning department.

“Consumers often don’t know what they want or need until they actually want or need it,” said Paul Bryan, Bromley’s recently appointed director of account planning and research. “Traditional ‘snapshot’ focus groups only reflect hypothetical choices. The non-traditional transparent approach that we are using aims to gain familiarity with a group of individuals and their practices through an intensive involvement in multiple environments. This is classic participant observation social science and yields more intimate and accurate details about the subject.”

The initial identification of participants has begun, and the first luncheon will take place in April within a focus group room at Bromley Communications that was designed as part of the existing Bromley office space, ten years ago.

“Research has always been a foundation of our agency,” stated Founder and CEO, Ernest Bromley. “Latinas Who Lunch will help us stay immersed in the mindset of our gatekeeper consumer. We need to be a step ahead and this is an example of how Paul is being innovative in the way our staff can keep up with trends and ultimately be more valuable to our clients.”