CASE STUDY
Engaging the Next Generation: Consumer Insights for Bold Snack Brands
Taqueritos, a bold snack brand from Central America, partnered with DLG Research to deepen its connection with Gen Z and multicultural youth in the U.S. By reaching out directly to teens and young adults, DLG ensured Taqueritos’ new product innovations and brand messages are grounded in real consumer voices and insights—laying the foundation for market growth and enduring brand loyalty.
Wins
- Built authentic engagement channels with U.S. teens and young adults, providing Taqueritos with candid, actionable feedback from its core audience.
- Helped Taqueritos confidently prioritize new product concepts and refine youth-facing strategies for maximum cultural relevance.
- Empowered the brand to turn rich cultural understanding into meaningful market positioning—fueling brand building and future product innovation.
How could Taqueritos meaningfully connect with U.S. teens—especially within multicultural communities—so that new product launches resonate as powerfully as their heritage flavors, while respecting both consumer and client confidentiality?
Solution
DLG Research executed a bilingual, youth-focused research initiative blending welcoming group discussions with interactive product feedback. Moderators—mirroring the backgrounds and voices of participants—created spaces for honest, open dialogue about the snacking experience, expectations, and aspirations. This approach surfaced insights not just about taste, but the cultural, emotional, and identity-driven factors shaping snack choices among diverse teens.
Client Profile
Taqueritos is a leading Central American snack brand known for its bold, authentic flavors. Committed to innovation and cultural relevance, Taqueritos is focused on expanding its connection with U.S. teens and young adults through meaningful brand experiences.
Key Finding
Brand loyalty among multicultural teens is rooted in authenticity—when youth feel recognized and valued as individuals, not just as consumers, they reward brands with genuine trust and advocacy.
Results
Taqueritos emerged from the research with a clear, actionable roadmap to prioritize product concepts and brand campaigns that truly speak to young consumers. These insights are now woven into their U.S. market strategy, helping the brand grow deeper, more relevant relationships with a new generation—all while protecting proprietary details and respecting participant privacy.
DLG Research’s Value Add
- Ability to foster genuine rapport and trust with multicultural youth audiences.
- Rapid delivery of clear, actionable recommendations rooted in both qualitative and quantitative field research.
- Culturally attuned processes that ensure every young voice is heard and respected.
- Rigorous confidentiality protocols that protect both Taqueritos’ business intelligence and teen participants’ trust.
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