Ricardo Lopez ModeratingQualitative research is extremely effective in gathering the opinion of Hispanics.

  • Hispanics prefer to engage at a personal level.  Qualitative research methodologies engage participants in a way that is closer to how Latinos prefer to interact.  See Below
  • Latinos 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.

Hispanics generally communicate differently from how non-Hispanics interact.  Latinos usually prefer a more informal/emotional communication approach.  In interacting with each other Latinos strive to connect at an emotional level before any exchange of information takes place.  This tendency transcends all communication topics.  Even in commerce, Latin Americans often do business by befriending each other first, and then work out the details after the deal is practically sealed.  Latino communication relies heavily on non-verbal gestures, tangents, and storytelling.  Hispanics connect with each other by avoiding structure.  The communication thrives when it takes place in a typical Latino laid-back setting; and only then do Latinos feel comfortable in expressing their true feelings and opinions.  A rigid structure brings out the feeling of governmental or academia communication.  The way Latinos prefer to interact lends itself very well to qualitative research.

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 we use:

  • 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 - Please see our online research section for more information
  • 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


More information on qualitative research can be found on the website for the Qualitative Research Consultants Association (QRCA).  Ricardo López, President of Hispanic Research Inc. is very well regarded in the qualitative research field and is a past President of the QRCA.

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How come some of the people shown on the left don't look Hispanic?

Hispanic or Latino is not a race.   There are Latinos of many different races and physical characteristics.  For more information see our FAQ article, Why doesn't the census include Hispanic as a race?, and the Latino Blog post Let's Stop Segmenting People by Race! 

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