Qualitative

At Hispanic Research Inc.
we are big fans of qualitative research!

Here's why... It is often difficult to adequately conduct quantitative research with Latinos because they tend to be extremely agreeable. Hispanics are more likely than the general population to answer questions in a positive light while hiding their true feelings about the issue. This tendency to "be nice" is culturally based. Qualitative research is usually more effective than other methodologies in breaking this cultural barrier for two main reasons: 1) Latinos are more likely to use non-verbal cues in communicating, and 2) Our trained moderators are experienced at reading the true feeling behind their answers.

While focus groups continue to be the preferred qualitative methodology, there are many other qualitative research venues at our disposal. Here are some of the methodologies used:

Focus Groups (Business & Consumer)

Mini Groups (Business & Consumer)

Business Round Tables

In Depth Interviews

Qualitative Exit Interviews

In-Home IDI's

On-The-Street "Voice of the customer"

Telephone Focus Groups

Telephone IDI's

On-line Focus Groups & Bulletin Boards

Ethnography

Qualitative research can be used to gather information at almost every level in the marketing process. Here are some commonly used designs and techniques:

Brand Equity/Image Studies

Brainstorming/Ideation

Strategic & Advertising Development/Evaluation

Attitude, Awareness, Usage & Behavior

Concept Testing

Product Testing

New Product Research

Media Studies (TV, Print, Radio, Internet)

Market Positioning Studies

Language Interpretation Evaluation