DELPHI

Drive Growth in the U.S. Hispanic Market
Powered by Human Wisdom and AI.

The U.S. Hispanic market represents enormous opportunity - but it is not one audience with one experience.

Delphi is a subscription-based Hispanic-market intelligence and guidance platform that combines accumulated human wisdom, cultural understanding, research, and AI to help businesses and organizations identify opportunities, understand different audiences, develop practical strategies, and build stronger relationships with Hispanic consumers, businesses, and communities.

Through Cristina, Delphi’s conversational intelligence, subscribers can ask questions, explore challenges, develop plans, and determine what to do next.

Different versions provide different levels of knowledge, answer depth, guidance, and support—making Delphi useful to everyone from a new small-business owner to an experienced corporate professional.

Technology can help you move faster.

Human wisdom helps you move wisely.

Curious about how Delphi helps? See how we turn human wisdom into actionable playbooks, strategies, and insights by exploring these examples of the complex questions leaders can solve with Delphi.

WATCH CRISTINA IN ACTION

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WHY DELPHI

As technology gets smarter, human wisdom becomes more valuable.

Artificial intelligence is transforming how organizations work, communicate, innovate, and make decisions.

But technology alone cannot create trust, cultural understanding, human judgment, or community credibility—qualities that are essential when serving the diverse U.S. Hispanic market.

People bring context. Experience. Judgment. Cultural understanding. Lessons learned from success and failure.

Delphi was created to bring those human qualities into the decision-making process—while using AI to make that wisdom more accessible, organized, and scalable.

In the Hispanic market, the next competitive advantage is human understanding.

THE HISPANIC MARKET

One broad market. Many different realities.

“The total Hispanic market” does not mean that all Hispanics think, behave, or make decisions in the same way.

It means understanding the full market—and recognizing the meaningful differences within it.

Delphi helps users consider Hispanic audiences across dimensions such as:

AGE AND GENERATION

Gen Z, Millennials, Gen X, Boomers, and older adults may differ in their experiences, expectations, media habits, and relationships with institutions.

LIFE STAGE

Students, young professionals, new parents, established families, business owners, caregivers, empty nesters, and retirees face different decisions and priorities.

COUNTRY OF ORIGIN AND HERITAGE

Mexican, Puerto Rican, Cuban, Dominican, Central American, South American, Caribbean, Spanish, and other backgrounds contribute different histories, traditions, and experiences.

GENERATION AND ACCULTURATION

Immigrants, first-generation Americans, bicultural Hispanics, and later-generation Hispanics may navigate culture, identity, institutions, and decision-making differently.

LANGUAGE AND COMMUNICATION

Spanish-dominant, bilingual, and English-dominant audiences may require more than simple translation. Language choice can influence relevance, emotional connection, comprehension, and trust.

INCOME, EDUCATION, AND OCCUPATION

Economic realities, educational experiences, professional roles, and business ownership shape needs, opportunities, concerns, and purchasing decisions.

GEOGRAPHY AND COMMUNITY

Hispanic experiences differ across established urban communities, emerging markets, suburbs, rural areas, border regions, and different parts of the United States.

CULTURE, IDENTITY, AND LIVED EXPERIENCE

People differ in how strongly they identify with Hispanic, Latino, national-origin, American, regional, professional, and other aspects of identity.

Delphi helps identify both the patterns that connect Hispanic audiences and the differences that require a more thoughtful approach.

There is no single Hispanic experience—and no single Hispanic strategy.

WHAT IS DELPHI?

Collective human wisdom, transformed into practical Hispanic-market guidance.

Delphi combines the experience and judgment of the Wisdom Council, Preference Analytics research and frameworks, specialized knowledge, and artificial intelligence.

Together, these resources help subscribers understand the diverse audiences within the total U.S. Hispanic market-and determine what those differences mean for growth, strategy, trust, communication, and customer relationships.

At its heart is the Wisdom Council of 1,000 Minds—a community of executives, entrepreneurs, educators, public servants, community leaders, and other experienced individuals. Their accumulated knowledge, successes, failures, lessons learned, and real-world judgment provide context that technology alone cannot replicate.

Subscribers access that knowledge through Cristina, Delphi's conversational intelligence. They can ask questions, explore challenges, develop plans, and receive practical guidance whenever they need it.

Different versions of Delphi contain different levels of knowledge, playbooks, and guidance based on the needs of the people and organizations they are designed to serve.

The result is not simply more information.

It is human wisdom and Hispanic-market knowledge made accessible, useful and scalable.

WHAT A DELPHI SUBSCRIPTION PROVIDES

Ongoing Hispanic-market guidance whenever questions arise.

A Delphi subscription provides direct, ongoing access to Cristina.

Subscribers can:

Ask questions in everyday language
Explore differences among audiences, generations, communities, and life stages
Receive immediate answers recommendations, and considerations
Develop practical plans, playbooks, scripts, and next steps
Challenge assumptions and identify possible blind spots
Consider how a decision may be experienced by different Hispanic audiences
Explore different choices, risks, and opportunities
Get help with growth, customers, leadership, trust, culture, and communication
Ask follow-up questions and refine the guidance
Return whenever a new decision, challenge, or opportunity arises

There is no need to commission a new report or schedule a consultant every time help is neeed.

Delphi makes valuable knowledge available repeatedly, affordably, and at scale.

Delphi does not eliminate the need for new research when new evidence is required. It helps users make better use of what is already known-and recognize when additional research is needed.

DIFFERENT VERSIONS OF DELPHI

The right Hispanic-market knowledge and guidance for each subscriber.

An independent professional or small-business owner does not necessarily need the same depth of guidance as a corporate marketing executive. A community organization may have different questions than a national enterprise.

Delphi addresses these differences through several subscription versions.

Each version can provide a different combination of:

Hispanic-market research and knowledge
Council knowledge and experience
Strategic frameworks and playbooks
Industry, audience, and geographic knowledge
Depth of answers and recommendations
Guided journeys and suggested questions
Monthly usage
Team access and organizational support
Subscription price

The difference is not simply shorter versus longer answers. Each version can contain a different mix of knowledge, tools, and guidance designed around its intended users.

Subscribers begin by answering a few questions about who they are, what type of business or organization they represent, and what they want to accomplish. Delphi then recommends the most appropriate version.

That recommendation is a starting point, not a restriction. Subscribers can choose a simpler or more advanced version and move to another version as their needs grow.

Dedicated organizational versions may also incorporate approved internal knowledge while keeping that information separate from Delphi’s shared knowledge and from every other organization.

HOW DELPHI WORKS

Hispanic-market guidance tailored to you.

01 - TELL DELPHI ABOUT YOURSELF

Share a few details about yourself, your business or organization, The Hispanic audiences you need to understand, and what you want to accomplish.

02 - FIND THE RIGHT VERSION

Delphi recommends the subscription version that best matches your role, objectives, experience, desired depth of guidance, and level of support.

03 - ASK A QUESTION OR LET CRISTINA GUIDE YOU

Ask Cristina a specific Hispanic-market question or let her help identify where to begin.

Cristina can suggest questions, guided journeys, frameworks, or playbooks based on your role and objectives. You do not need to know the perfect question. She can help you identify the questions that matter.

04 - RECEIVE AND REFINE YOUR GUIDANCE

Cristina draws upon the knowledge available in your version of Delphi to provide relevant answers, recommendations, plans, playbooks, scripts, frameworks, considerations, and next steps.

Ask follow-up questions, add context, compare audiences, and explore different possibilities until you have a practical way forward.

WHAT COULD YOU ASK DELPHI?

Bring Cristina a real question.

MARKET OPPORTUNITY AND GROWTH

Which Hispanic audiences may represent the strongest opportunity for our product or service?
How might the opportunity differ by age, income, life stage, language preference, or geography?
What assumptions should we challenge before entering a new Hispanic market?
We serve small businesses. How should our approach differ for Hispanic-owned businesses at different stages of growth?

MARKETING, BRAND, AND COMMUNICATION

How can we make our Hispanic-market strategy culturally relevant without relying on stereotypes?
When should we communicate in Spanish, English, or both?
How might this message be interpreted by first-generation, bicultural, and later-generation Hispanics?
What would make our brand feel more credible, useful, and human to the Hispanic audiences we want to reach?

PRODUCT AND CUSTOMER EXPERIENCE

How could Hispanic customers experience this product, service, policy, or process differently?
Where might language, cultural expectations, family involvement, financial concerns, or trust create friction?
How can we make this customer experience easier and more relevant for different Hispanic audiences?
What should we consider before using AI in an experience serving Hispanic customers?

TRUST AND COMMUNITY ENGAGEMENT

What builds or weakens trust within the Hispanic communities we serve?
How should we engage community leaders before introducing this initiative?
Which relationships or institutions may help us establish credibility in a new community?
How should leaders communicate during uncertainty, organizational change, or a community crisis?

PRACTICAL MARKET PLAYBOOKS

I own a small insurance agency in Kansas City. Give me a six-month playbook for expanding into the Hispanic market.
We are opening a cancer treatment center in Tucson. How should we build awareness, trust, and patient relationships within the area’s diverse Hispanic communities?
We are developing financial education for Hispanic families. How should the content differ across ages, income levels, and life stages?
We want to recruit and retain more Hispanic employees. What should we examine before developing our strategy?

The stronger the context you provide, the more relevant Delphi’s guidance can become.

HUMAN WISDOM + AI

Capture the knowledge once. Make it useful repeatedly.

Delphi brings together three complementary strengths.

THE WISDOM COUNCIL

Contributes experience and perspective

Hispanic and multicultural market experience
Business and leadership judgment
Cultural understanding
Community and lived experience
Lessons learned from success and failure
Real-world examples
Different perspectives that challenge assumptions

PREFERENCE ANALYTICS

Curates and strengthens the knowledge

Identifies important Hispanic-market questions
Organizes Council discussions
Integrates relevant research and market knowledge
Develops frameworks, segmentation perspectives, and playbooks
Tests and improves the guidance
Adds new approved knowledge over time

CRISTINA + AI

Makes the wisdom accessible

Retrieves relevant knowledge
Connects related ideas and experiences
Compares audiences and perspectives
Synthesizes patterns and perspectives
Explains complex issues in plain language
Delivers practical guidance
Identifies what remains uncertain or unknown

Council members and Preference Analytics do not need to respond to every subscriber’s questions. Their accumulated knowledge is incorporated into Delphi so it can be used across thousands of conversations.

This is how Delphi combines human wisdom and cultural intelligence with the reach, speed, and affordability of AI.

WISDOM OF 1000 MINDS

Different experiences. Broader perspective. Stronger guidance.

Wisdom rarely comes from a single voice.

Wisdom of 1,000 Minds is a growing Council and knowledge community designed to bring together executives, entrepreneurs, educators, researchers, public servants, business owners, community leaders, cultural experts, and other experienced voices.

Council members contribute more than opinions. They share lessons, examine questions, identify patterns, develop frameworks, and strengthen the knowledge Delphi provides.

Over time, the Council is intended to add perspectives across cultures, generations, communities, industries, and lived experiences.

Artificial intelligence excels at scale and speed.

Wisdom requires experience, judgment, and nuance.

Council Members

Meet Cristina

Cristina is the brains, voice, and personality of Delphi. She brings together advanced AI with the collective knowledge, judgment, and real-world experience of five accomplished Council members whose expertise spans strategy, multicultural marketing, leadership, financial services, organizational change, technology and research.

Curious, perceptive, and refreshingly direct, Cristina asks thoughtful questions, recognizes connections others may miss, and makes complex ideas easier to understand.

Just as importantly, Cristina is designed to say when Delphi’s knowledge does not support a reliable answer rather than make something up.

[Watch Cristina answer questions and see Delphi in action → (VIDEO LINK)]

Al Barraza

Al is the founder of Preference Analytics and a seasoned insights, strategy, and marketing leader with senior roles at PayPal, Intuit, and Allstate. He has advised brands including Adobe, TransUnion, Travelers, and BigCommerce, combining multicultural expertise with advanced analytics to drive growth. At Allstate, he helped double Hispanic revenue from $1B to $2B and contributed to the insight-driven “Good Hands” campaign featuring Dennis Haysbert.

Ray Celaya

Ray is a senior consultant and respected leader in multicultural marketing and executive leadership development, with 30+ years of experience across insurance, financial services, and corporate advisory work. He has advised or collaborated with organizations including Allstate, Travelers of Florida, Wells Fargo, Northwestern Mutual, Cash App, Herff Jones, Meridian Insurance, and Century 21. He also served as President of the National Hispanic Corporate Council and retired as a U.S. Army Major after 24 years of global service, giving him deep perspective on how culture shapes leadership and business success.

Art Ruiz

Art is a multicultural business development leader and retired State Farm executive, where he spent 33 years and served as Director of Multi-Cultural Markets. He later co-founded Strategic Relationship Management, LLC, advised Latino executive development programs, and served on boards including Raza Development Fund, the Cuban American National Council, Hispanic Women’s Corporation, and Valle del Sol, helping advance Latino market development and community impact.

Chris Mendoza

Chris is an independent consultant and executive with 30+ years of experience across Allstate, Nationwide, MassMutual, Prudential, and Blue Cross Blue Shield of Massachusetts. He specializes in cultural and multicultural marketing and is a global thought leader and contributor to the Global Diversity and Inclusion Benchmarks, a framework used by organizations to assess strategy, practices, and progress around diversity and inclusion. He also writes on cultural marketing and diversity and teaches marketing, strategy, and managerial theory.

Tony Suarez

Tony is a retired marketing executive with extensive experience across Humana, McDonald’s, and Coca-Cola. He led major Hispanic and multicultural marketing initiatives, including Humana’s Hispanic Medical Advisory Board, McDonald’s Multicultural Business Vision, and Coca-Cola sponsorships such as Calle 8, World Cup, and Sábado Gigante. Today, some of his Coca-Cola work is housed by the Smithsonian Institute as an example of Hispanic contributions to the U.S.

BUILT FOR TRUST

Grounded Guidance. Clear boundaries.

Delphi is designed to provide guidance grounded in Council knowledge, Preference Analytics research, strategic frameworks, playbooks, and other approved sources.

When that knowledge supports an answer, Cristina makes it useful and actionable. When it does not, she explains what is known, what remains uncertain, and what additional information may be needed.

Private information stays separate.

When an organization has a dedicated version, its private information remains separate from Delphi’s shared knowledge and from every other organization’s information.

Personal and business-profile information is used only to make the appropriate subscriber’s guidance more relevant.

One organization’s private information is not used to answer another organization’s questions. One small business’s profile is not shown or applied to another business.

Human advisors if and when needed.

Most guidance is delivered directly through Cristina.

If and when a situation would benefit from direct human experience, one or more Council members may be available as advisors through a separate arrangement.

This is an optional enhancement—not part of Delphi’s routine delivery process.

WHERE DELPHI CREATES VALUE

Human- market understanding can strengthen decisions across an organization.

GROWTH AND MARKET OPPORTUNITY

Identify audiences, needs, barriers, relationships, and opportunities that may contribute to sustainable Hispanic-market growth.

STRATEGY

Bring broader human experience and perspective into important business, market and organizational choices.

MARKETING AND BRAND

Develop more relevant positioning, messaging, communications, and engagement strategies while avoiding stereotypes and one-size-fits-all thinking.

PRODUCT AND INNOVATION

Consider how products, services, technologies, and new ideas may be understood, valued, trusted, and adopted by different Hispanic audiences.

SALES AND SERVICE

Help customer-facing teams communicate more effectively, understand different needs, and build stronger Hispanic customer and business relationships.

TRUST

Understand the behaviors that build or weaken trust - credibility, transparency, empathy, integrity, and lasting relationships.

CUSTOMER EXPERIENCE

Shape experiences around real customer needs, expectations, cultural considerations, language preferences, and moments that matter.

CULTURE & COMMUNITY

Bring cultural intelligence and lived experience into decisions affecting customers, communities, employees, and markets.

CHANGE & LEADERSHIP

Learn from people who have led through uncertainty, transformation, organizational change, and difficult decisions.

INNOVATION & AI

Explore how new technologies and innovations may be experienced, understood, trusted, and adopted by people.

WISDOM OR RESEARCH?

The right approach depends on the question.

DELPHI - HUMAN WISDOM AND GUIDANCE

Delphi begins with existing knowledge, experience, frameworks, and perspective.

It is best when you want to learn from experience, challenge assumptions, develop a plan, understand the human implications of a decision, or determine what to do next.

SIGNAL - ORIGINAL EVIDENCE

Signal begins with a question that requires new information from customers, employees, businesses, communities, or another defined audience.

It is best when you need to discover or measure attitudes, behaviors, needs, preferences, tradeoffs, segments, or market opportunities.

Sometimes the strongest answer requires both.

Signal can generate new evidence.

Delphi can bring experience, judgment, and broader human perspective to its interpretation.

Together, they can provide both evidence and wisdom.

FIND YOUR DELPHI

Technology can help you move faster.
Human wisdom helps you move wisely.

Tell us who you are, what you are trying to accomplish, and the level of guidance you need.

Delphi will help identify the subscription version with the right combination of knowleddge, depth, playbooks, and support.