Ethnographic Study

Energy & Essentials

Identifying and documenting the cultural DNA of a diverse marketplace.

The Challenge:

Although the company’s name includes its location, El Paso Electric must continue asserting that its interests remain local. El Paso Electric is an electric company located in El Paso, Texas. Its service area includes El Paso and surrounding areas in Texas, as well as Las Cruces, New Mexico. However, the utility company was bought by a JP Morgan-affiliated equity firm in 2020, and this acquisition made some locals think the company, which has provided electricity to the area since 1901, does not have their best interests in mind. Given the region’s unique geographical and cultural position, we must ensure that all of El Paso Electric’s marketing communications are authentic and seem native to the company’s customers.

The Solution:

Hahn planned and executed ethnographic research, the main objective of which was to identify and describe all attributes that define this region, the people living there, and their culture and values.

The planned approach included three main tactics: secondary research, ethnographic observations, and focus groups (conducted for an adjacent project). These three instruments allowed us to collect data on nature and landscapes, flora and fauna, both cities and their architecture, people, society, culture, and influence of Mexico.

This report includes information from in-person observations, conversations with locals, social media listening, media analysis, focus group discussions, Census data, and knowledge of history museums. Combined, the findings answer how El Paso and Las Cruces look and what it means to be an El Pasoan or Las Crucen.

Results:

The ethnographic report provides guidance, insights, and inspiration for future communications and helps make them authentic for El Paso Electric customers. For example, the report highlights the most common themes and colors used by local artists, shows how the proximity of the border impacts life in the city and the culture of the region, and lists phrases that distinguish El Paso Electric customers from the rest of Texas.

For creative development, this report helps ensure that creative concepts incorporate the culture and nuances of living in the area and that creative assets represent the community. For public relations and communications, the ethnographic report helps align messages with locals’ beliefs and values and provides insights into the region’s unique language. For further research and analysis, the report helps to create hypotheses and ideas for behavior to evaluate.