The Hispanic Millennial Project: Part Two –Hispanic Millennials & Health: Attitudes, Behaviors and Opportunities

Theoretical Background and research questions/hypothesis: The Hispanic Millennial Project (HMP) is a joint research study developed by cross-cultural advertising agency Sensis and leading research firm ThinkNow Research. The HMP is designed to provide an in-depth analysis of Hispanic Millennials, one of the most compelling, dynamic and often misunderstood segments within the growing Hispanic market.  Phase Two of this project will focus on the attitudes of Hispanic Millennials toward healthcare, health insurance, and the Affordable Care Act, and where and how they consume information on these topics. This presentation would be the unveiling of the results of this phase of the study, and the first time this data is made publically available.

Methods and Results (informing the conceptual analysis): Research Abstract The HMP research combines three research elements:

• Secondary Research / Literature Review - An analysis of third party research and syndicated research data (U.S. Census Bureau, Experian Simmons, comScore Media Metrix)
• Primary Qualitative Research – Combined results of  Focus Group and ethnographic user interviews conducted with Hispanic Millennials over the course of 12 months
• Primary Quantitative Research – Online survey data gathered using ThinkNow’s Hispanic Panel

Conclusions: and

Implications for research and/or practice: Phase Two of the Hispanic Millennial Project will provide insights into critical questions regarding healthcare knowledge and attitudes of Hispanic Millennials, including:

• How Hispanic Millennials differ from “mainstream” Millennials on healthcare related attitudes, behaviors and mindsets
• How Hispanic Millennials are different from other Hispanics cohorts on healthcare issues
• Hispanic Millennial media consumption regarding healthcare, attitudes towards ACA, health insurance more broadly, and other emerging digital healthcare behaviors