Market Research:
Market Research:
Implementing Spanish into the Ibotta App
Implementing Spanish into the Ibotta App
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Summer Intern Project (2023)
A project designed to expand Ibotta's reach and better service Hispanic consumers through multi-language app support.
Project Overview:
Conducted Market Research on why introducing Spanish language support into Ibotta's app aligned with Ibotta’s growth strategy and would lead to improved user satisfaction within the Hispanic & Spanish-speaking market.
Collaborated with teams such as: D2C Español, Market Research, Consumer Insights, UX to explore user demand and feasibility of multi-language app support.
Delivered a presentation deck outlining research, actionable insights, and recommendations (omitted confidential data).
View the presentation deck here!
Implementing Spanish into the Ibotta App - Sara Aziz.pdf
I drew from my academic research at the Honors College at UTA and worked closely with key teams at Ibotta to form a comprehensive plan for implementing Spanish within the app. This included analyzing market demand and presenting a case for how multi-language support could benefit both the company and its users.
Market Research Team: Analyzed the demand for multi-language support among both existing and potential users.
Consumer Insights: Identified and shared key insights into Hispanic users' behavior, needs, and app usage patterns.
Research and Cross-Functional Collaboration
Throughout this project, I collaborated with various teams to support the implementation of multi-language (specifically Spanish) support within the Ibotta app:
D2C Español Team: Played a vital role in researching language implementation, competitor strategies, marketing opportunities, and collecting user feedback to identify demand.
To collect user feedback, I used tools like Octoparse to efficiently web scrape mass comments from YouTube and TikTok videos, then exported the data to Excel. I utilized Excel formulas to translate the Spanish comments into English, streamlining the process and ensuring accuracy.
Market Research Team: Analyzed the demand for multi-language support among both existing and potential users.
Consumer Insights: Identified and shared key insights into Hispanic users' behavior, needs, and app usage patterns.
By leveraging the expertise across these teams, we were able to develop a comprehensive strategy that aligned Ibotta’s business objectives with the evolving needs of its user base.
Advertising & Visibility
To initially boost Ibotta's visibility among Spanish-speaking users, I conducted research to identify the most effective advertising platforms:
Podcast Advertising: I researched and recommended high-impact podcasts, such as "Yo Quiero Dinero," which was selected for a paid feature, significantly increasing Ibotta’s exposure to the Spanish-speaking market.
This initiative eventually contributed to the creation of two Spanish-speaking commercials, further solidifying Ibotta's commitment to reaching and engaging the Spanish-speaking audience.
Project-Related Case Study
I developed a case study focusing on Hispanic and Spanish-speaking influencers on platforms like YouTube and TikTok to uncover new engagement opportunities. One notable example involved a bilingual TikTok creator who tailored content specifically for Spanish-speaking audiences, despite the app initially being available only in English. Recognizing the value of Ibotta, she created tutorials to help Spanish-only speakers navigate the app and utilize its features, overcoming the language barrier.
The creator’s video, “How you can save with Ibotta,” resulted in 3,000 organic referrals from Spanish-speaking users, demonstrating the untapped potential for influencer partnerships in this market.
Results & Impact:
Increased visibility for Ibotta through strategic podcast advertising.
Provided actionable insights supporting the foundation for Ibotta’s multi-language support implementation.
Played a key role in Ibotta's strategic decision to focus more on the Hispanic and Spanish-speaking market.
As a direct result of these efforts, Ibotta launched two significant Spanish-language marketing initiatives, including a commercial that aired on January 1, 2024 ('Seguro que lloverá'), and a second on April 18, 2024 ('Muestra gratis').
These campaigns demonstrated Ibotta's commitment to engaging with Spanish-speaking users and expanding its reach in this growing market.
Project Reflection:
This project taught me the value of cross-functional collaboration and how targeted research can drive real business outcomes. By presenting a compelling case for Spanish language support, I was able to make meaningful contributions to Ibotta’s user experience and future growth strategies.
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