Motivo Insights launches.

Leveraging over a decade’s worth of experience with brand strategy and consumer research at Young & Rubicam’s The Bravo Group and MTV Networks, Gonzalo Perez has established Motivo Insights, a new consumer insights agency dedicated to helping marketers and advertisers better understand opportunities that exist with today’s youth, urban, and Hispanic consumers.

“There is ample evidence that the new American mainstream is being influenced, if not led, by a new generation of multicultural and multilingual consumers. Motivo Insights provides expertise in uncovering insights on these segments so that marketers can connect brands to them in culturally relevant ways,” explains Perez.

Perez has transformed his natural passion and curiosity for understanding these cultures into Motivo Insights’ philosophy that going beyond the traditional methods of segmenting consumers (age, gender, ethnicity, etc) can yield an even deeper understanding of influential groups.

“Traditional criteria are a vital foundation for consumer understanding, but another level of insight begins when you identify groups that are formed around common passions,” adds Perez. He calls these groups Motivo Groups, and they have common motivations, values, and rituals. U.S Hispanics, for instance, have multi-faceted consumer identities that drive consumer behavior. Those that are active participants of sneaker culture, tuner culture, or gaming culture share commonalities that that are driven by passions and motivations.

Among the research initiatives Perez has managed throughout his career are the MTV Deprivation Study, which examined the role and influence the MTV brand plays in the lives of today’s youth; the Vh1 Soul Viewer Profile Study, which provided advertisers with a first-time understanding of the influential, emerging urban consumer; and MTV Tr3_s’ Latino youth trendsetter panel, Cooltura, which provides an in-depth understanding of today’s Latino youth mindset and key lifestyle trends.

Motivo Insights has recently partnered with The Intelligence Group in the fieldwork, analysis, and development of the 2008 Latino Intelligence Study.