CASE STUDY
Navigating Dual-Country Complexity: Farmacias del Ahorro & DLG Research
Market Research Overview
Farmacias del Ahorro (FdA) partnered with DLG Research, a Houston-based market research firm specializing in Hispanic and multicultural insights, to better understand Mexican immigrants living in the USA.
FdA needed to manage a trusted heritage brand across borders while keeping its digital app relevant for families separated by distance.
DLG Research conducted a market research study examining how Mexican immigrant families used FdA’s digital pharmacy app.
DLG Research’s Value Add
- Deep expertise in bicultural, bilingual research for complex cross-border markets.
- Culturally attuned qualitative and quantitative methodologies that reach hard-to-access consumer segments.
- Actionable, strategic recommendations designed to drive brand building and lasting customer loyalty.
- Reputation as a trusted partner for insights that honor both cultural nuance and business impact.
Wins
- Revealed how emotional connections and cultural familiarity are central to brand loyalty among transnational consumers.
- Revealed an opportunity to reposition the app from an emergency-only tool into an everyday health and wellness solution.
- Empowered FdA to position its brand as a trusted, dual-country resource—strengthening its link between loved ones in the U.S. and Mexico.
How can a beloved Mexican pharmacy brand maintain its relevance and strengthen loyalty among immigrants in the U.S.—ensuring their digital app resonates not just in moments of medical urgency, but as a daily, trusted connection for families living across borders?
Solution
DLG Research designed a multi-phase, bilingual research methodology to capture both qualitative depth and quantitative validation. The qualitative phase consisted of in-language focus groups conducted across major U.S. cities with significant Mexican immigrant populations, exploring usage barriers, emotional drivers, and cultural habits tied to app adoption. These findings were then validated through a quantitative survey of Mexican immigrant respondents nationwide, ensuring the insights reflected broader patterns rather than isolated opinions.
Client Profile
Farmacias del Ahorro is the leading pharmacy chain in Mexico, dedicated to serving the health and wellness needs of Mexican and Mexican-American families by blending innovation, trust, and cultural sensitivity across borders.
Key Finding
DLG Research found that emotional connection and cultural familiarity, not convenience alone, are what drive brand loyalty among transnational Mexican immigrant families. Applied to FdA’s digital app, this meant repositioning the platform from an emergency-only tool into an everyday resource for care, connection, and belonging.
Results
Farmacias del Ahorro gained the clarity and confidence to expand its brand’s narrative, reposition its app for greater day-to-day relevance, and strengthen its value as the go-to cross-border health resource. With DLG’s guidance, FdA is now positioned to foster even deeper brand loyalty and engagement on both sides of the border—while preserving consumer trust and brand legacy.
Frequently Asked Questions
What kind of research did DLG Research conduct for Farmacias del Ahorro?
DLG Research conducted bilingual qualitative and quantitative market research to understand how Mexican immigrant families in the U.S. use FdA’s digital pharmacy app and what drives their loyalty to the brand across borders.
What did DLG Research find?
DLG found that cultural familiarity and emotional connection — not just convenience — drive brand loyalty among transnational consumers, and that FdA’s app had potential beyond emergency use as an everyday health and connection tool.
Why does cultural context matter in market research for Hispanic and multicultural audiences?
Cultural context shapes how consumers interpret trust, loyalty, and everyday value — insights that generic surveys often miss. DLG Research’s bilingual, in-language approach uncovered emotional and cultural drivers behind FdA’s app usage that a standard quantitative study alone would not have surfaced.
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