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Hispanic Research FAQs

Researching Hispanics

How do I get started developing a Hispanic research plan?
A Hispanic research plan should be approached similarly to a typical research plan (i.e., for general U.S. population). Initial steps may include a review of secondary sources, such as any available internal information as well as industry/trade publications. These sources will point out what you know, what you don't know, and what you need to know about the relationship between your communication and consumer behavior relative to your product. In addition to secondary sources, primary marketing research would determine the awareness, attitude and category behaviors of purchasers and nonpurchasers for your product and competitive products.

With MRSI's 3-step Hispanic research solution, ENFOQUE®; we can tailor a marketing research program that will help you understand how Hispanics perceive your product/category so you can make more educated decisions about how to effectively reach this target audience.

What are the key issues that I should be most concerned with/aware of before I design and launch a Hispanic research plan?
There are a few things to keep in mind:

One issue that is very important is the use of language. While Hispanics all speak Spanish, the Spanish spoken is different between countries. Therefore, communications (e.g., questionnaire wording, advertising, promotional materials) need to allow for these differences. As an analogy, England and the United States both use English as the primary language; however, the differences between the countries and the people are vast. That issue notwithstanding, it is possible to develop communications in a "standard" Spanish that can be understood by the majority.
Don't assume that a direct translation of a general market questionnaire will be appropriate for Hispanics or that a questionnaire in Spanish will be appropriate for all Hispanics. It is suggested that initial (usually qualitative) marketing research be conducted to understand how Hispanics relate to your product or service and how they talk about it.
Understanding your target is instrumental to proper sampling. Hispanics tend to concentrate in some markets/states; they are not randomly dispersed across the United States. And they tend to migrate toward Hispanics from the same (or similar geographically) country of origin. For example, Hispanics of Mexican descent tend to reside in California and Texas, while Caribbean Hispanics tend to reside on the East Coast.
Hispanics may be particularly sensitive about financial or legal issues, as some may be illegal residents or are in the process of applying for visas. Questions addressing these issues need to be worded carefully.

What type of marketing research would I use to get a "baseline" of what my Hispanic customers think of my product?
Qualitative research is frequently used to get a "baseline" of what consumers think about a product/category, as well as how the product/category is used. Qualitative research is about in-depth knowledge and direct feedback. It gives you a better understanding of your customers, their perceptions, and what motivates them. Through probing questions and candid discussions you find out the "what's," "how's," and "why's" that are critical to your success.

What is my brand image in the Hispanic market?
Beyond getting a baseline of what Hispanics think of your product (as described in previous question), a quantitative study can be conducted to measure brand image in your category, including that of your brand and of competitors' products. This type of study would be larger in scale than the baseline, and would identify strengths and weaknesses of the brand set, as well as measure perceptions and attitudes toward the brand(s). As advertising and promotional activity occurs, it is often important to measure any changes to your brand's image over time. Other key measures including brand usage and occasions of use would also be collected and tracked over time.

How do I know how Hispanics use my product/category?
Understanding your target audience in terms of how they use your product/category is essential to the healthy growth of your brand. Hispanics, in general, behave differently than the general market in their consumption of most product categories. Also, Hispanics as a group are not homogeneous in their attitudes and behaviors. That is, many differences can and do exist among groups of Hispanics based on country of origin, use of Spanish language, city of residence in the United States, and length of time lived in the United States. These variables, among others, directly impact how Hispanics use your product/category.

MRSI has developed ENFOQUE, a 3-step research solution,to help you develop focused marketing research strategies that will enable your brand to truly connect with Hispanic consumers. To get started, through both quantitative and qualitative research, Step One of ENFOQUE helps you Discover how Hispanics use your category or product by uncovering insights on attitudes, perceptions, beliefs, usage, habits and practices, brand awareness, brand imagery, and consumer "language".

How do Hispanic cooperation rates differ from the general population?
Hispanics, as a general rule, tend to be more willing to please when being interviewed, more willing to talk and less likely to hang up the phone or refuse a survey. Thus, all else being equal, their cooperation rates are higher than that of the general population. Keep in mind, however, that the degree of cooperation varies by category and type of research, as well as by sensitivity of the subject.

Do you find differences in responses from Hispanics versus Anglos?
Yes and no - it all depends on the category. As with any other group of consumers, Hispanics may or may not differ from the general population in a given category. This makes it critical to understand how Hispanics view your specific product and category, and how they relate to it (i.e., use of language). Different values, habits and attitudes will most likely translate into different shopping behaviors.

Therefore, it is important to use the proper survey tools (e.g., a questionnaire) to capture the nuances. For example, a particular attribute may not be relevant to Hispanics, which may make it necessary to develop a different set of attributes, or even a different scale. Also, as mentioned above, Hispanics tend to be more willing to please, so they have, at times, used the upper end of the scales more frequently than the general market. Keeping this is mind, it is important to use scales that have meaning to them while at the same time allowing for more discrimination between answers.

How do I know if I'm missing an opportunity within the Hispanic market? What kind of marketing research would help me find that out?
Understanding your market is a key step to developing a successful strategy for your product or service. That is, it is important to understand the end consumers that ultimately make purchase decisions about your product as well as competing products. Hispanics comprise the fastest-growing minority group in the United States and they tend to differ both in attitude and behavior from any other ethnic group in most categories. Chances are there's opportunity for your category share to grow among this consumer group. Just how much opportunity there is can be measured by a variety of tools that can help you understand the Hispanic consumer and the needs your product can fulfill.

MRSI provides a full range of processes and technologies to ensure that the most important facet of any marketing research project occurs: the right questions are asked of the right people at the right time. Specifically, our creative research techniques dig deep to find the true underlying answers that will provide you with an in-depth understanding of the Hispanics' thinking process - the purchase decision, how they evaluate your product, how the product impacts their lives, and ultimately how to take advantage of any opportunities available within this target group.

MRSI's Hispanic team is skilled at identifying and targeting the Hispanics that you need to talk to, and once the correct sample is identified, MRSI has the means to collect their opinions using a variety of approaches. MRSI's ENFOQUE, in particular, is a 3-step Hispanic research solution developed to help you Discover your Hispanic audience, Explore how best to reach them and then Grow your business among that group.

If I want a "representative" study of U.S. Hispanics, what markets should I use?
Hispanics tend to concentrate in various markets. That is, they are not randomly distributed across the United States. To obtain a representative sample of Hispanics in the United States, we typically interview Hispanics from key markets, such as Los Angeles, New York, Chicago, Miami, San Francisco, Houston, Dallas, Phoenix, San Antonio, San Diego, and Tampa (among others). The sample is then balanced by the Hispanic population in those markets, according to U.S. Census data. The more markets included in the sample, the more a sample can reflect the U.S. distribution of Hispanics.

Can you conduct online research with in-language Hispanics?
Yes, MRSI has experience conducting online research with in-language Hispanics. At this time, however, it is not always a substitute for traditional marketing research methodologies. As with any research project, the success of online research depends on how well the survey tool is developed and how well the correct target audience is identified. Our team can provide expert advice regarding online research among Hispanics and the general market.

In setting up in-language online Hispanic research, there are a few things to keep in mind:

Computer penetration among Hispanics is growing but it is not as high as with the general market.
Hispanics online tend to be a bit more acculturated.
Hispanics online tend to be younger.
Samples for Hispanic research online are not perfect. They skew to bilingual/English-dominant consumers. Even if the sample is for Spanish-dominant consumers, there is a high likelihood that they were recruited in English. Some panels of Spanish-dominant consumers are available, but these panels are not very large or demographically representative of these consumers.

So, for example, if your needs are to research less acculturated Hispanics, online research may not be the best tool to use. Other data collection techniques, such as telephone, are likely to be more effective for this sample target.

Can I include Hispanics in my current general population research program? How do I do that?
Yes, Hispanics can be included in your current general population marketing research program. If you are currently conducting research among a representative sample of consumers in the country, this sample will naturally include some Hispanics. If your sample size is large enough, you can isolate these Hispanics and review the findings pertaining to them separately. If the sample size is not large enough, you can augment the sample by targeting more Hispanics. This would be considered an over-quota sample. While it is not recommended that Hispanics be added to the representative sample per se, they can be analyzed separately. Depending upon project goals, surveys may need to be conducted in Spanish to achieve the desired sample of Hispanics.

How do I know if a particular marketing research supplier is competent and qualified to conduct Hispanic research?
You should assess the capabilities of a Hispanic supplier the same way you would for a general market supplier. You need to feel confident that they are knowledgeable about marketing research in general and that they have an experienced team in place that is knowledgeable about Hispanic research. Too often, Hispanic research suppliers focus on having a team of Hispanics but fail in terms of experience and expertise, or they have research expertise, but know very little about Hispanics and the Hispanic market.

Feel free to ask your Hispanic research supplier about their procedures for questionnaire design and translation, their quality standards for data collection, and the considerations they use in designing research. When conducting general market or Hispanic research, you need to look for experience and expertise in all of these areas.

Why MRSI for Hispanic research?
At MRSI we are proud to provide you with general market research expertise and experience as well as Hispanic market research expertise and experience. We have an in-house Hispanic research team that consists of moderators, research consultants, analysts, and project directors of various Hispanic origins that are experienced in both Hispanic and general market research.

We have a checks-and-balances system in place that ensures the quality of the research from design, questionnaire development, questionnaire translation, and data collection to analysis. We have proven Hispanic research expertise across marketing research types and product categories, including consumer products, financial services, apparel, utilities, restaurants, and pharmaceuticals.

And with ENFOQUE, our 3-step Hispanic research solution, we can help you structure your Hispanic marketing research program. Last, but not least, we offer you outstanding customer service. We are the perfect blend of big-company resources with small-company responsiveness and flexibility. Clients say our comprehensive capabilities, proactive client service and accurate, actionable results set us apart regardless of the market.

Acculturation

What is acculturation?
Acculturation is the process by which Hispanics adopt U.S. cultural mores into their Hispanic heritage. In some cases, these new mores replace a behavior, like watching more English language TV or intertwining English words and U.S. idioms into everyday conversations. In other cases, these mores establish a new behavior altogether, like using an automatic dishwasher instead of washing dishes by hand. It is a process that happens over time and is more noticeable between generations.

How many levels of acculturation are there?
The rate of acculturation is influenced by a variety of factors that are dependent on both the individual and the area where the individual lives. Factors that influence acculturation include how long the individual has been in the United States, the age of the individual when he/she moved to the United States, the size of the Hispanic population where the individual lives, access to and use of Spanish language media, and availability of Hispanic products/foods. The acculturation rate is faster in areas where there is little access to the Hispanic culture and, obviously, slower in areas where Hispanics have a strong presence.

Acculturation is best modeled as a continuum. Segments within the continuum are usually assigned based on arbitrary criteria or on a cluster analysis that is usually dependent on a specific client application. That issue notwithstanding, there are typically three to four broader segments.

On one end of the spectrum, "recent arrivals" tend to be the least acculturated. They are often "Spanish dependent" because they speak no English and have spent little time in the United States. They tend to cluster where other Hispanics live and tend to conduct their business within that area.

Next in line, "in transition" Hispanics usually have spent some time in the United States. They have learned enough English to get by, but remain mostly Spanish dominant. Their circle of friends continues to be dominated by other Hispanics. They tend to rely more on Spanish language media, although they may use some English language media as well.

The next level may be what is called "established" Hispanics. These Hispanics may have been born in the United States (first or second generation) or may have been in the United States for a long time. They tend to be fully bilingual, and some may even prefer English, particularly English language media. They are more likely to have an equal mix of friends in terms of ethnicity. They are also more likely to shop at a variety of outlets and/or buy products that are not exclusively Hispanic.

At the other end of the spectrum, "fully acculturated" Hispanics are primarily English dominant. They are more likely to be U.S. born (second or third generation). They may remain loyal to a few Hispanic traditions, but they tend to behave like the general market.

How do I handle level of acculturation in my marketing research?
To account for acculturation in Hispanic research, it is wise to ask a series of demographic and psychographic questions. Some of the questions include issues like place of birth, language usage, media usage, and attitudes/perceptions.

In quantitative research studies, it is best to obtain the data, including the questions mentioned above, and then analyze the data to see which segmentation algorithms best fit your needs.

In qualitative research studies, it is usually necessary to focus on a few distinct segments so that differences may be highlighted. Typically, the segments most studied are the less acculturated, the most acculturated, and, if applicable, a middle segment. The variables used most often to accomplish this are birthplace, time in the United States and language use/preference.

What differences in brand loyalty in my category exist between highly acculturated vs. low acculturated Hispanics?
Differences in product usage and brand loyalty are dependent on a variety of factors, including the product/brands available, the category, available income, and how well the brand/product is advertised, just to mention a few. Generally speaking, lower loyalty exists in low-involvement categories where all brands are believed to be/perform the same while higher loyalty is more typical in high-involvement categories.

In terms of acculturation and how it impacts brand loyalty, as a general rule of thumb, less acculturated Hispanics tend to be very brand loyal, particularly to brands they know well. One of the reasons is that changing the brand involves the risk of investing in another brand that may not work as well. They need to be convinced the new brand is a "good investment," a feat family/friends' recommendations can accomplish easier than advertising alone. On the other hand, it is generally accepted that more acculturated Hispanics tend to behave more like the general market in terms of brand loyalty. It is also possible that these differences in loyalty exist because more brands/products are advertised in English (i.e., what the more acculturated will see) than in Spanish (i.e., what the less acculturated will see). This underscores the importance of advertising in Spanish. Advertising in Spanish in conjunction with English has the potential of reaching a broader spectrum of Hispanics as opposed to English alone.

However, so many variables impact brand loyalty that it is best to research your category and your brand among Hispanics. With ENFOQUE, MRSI's 3-step Hispanic research solution, we can tailor a marketing research program that will help you understand how Hispanics perceive your product/category so that you can make better decisions in how to reach this market segment more effectively.

Hispanics as a Market

How large is the Hispanic market in United States? Why should I start paying attention to the U.S. Hispanic market?
It is over 45 million strong and growing! Not only is the Hispanic population the fastest growing ethnic minority in the United States but this group also has buying power of close to $1 trillion.

So the question is not really why you should target this segment. If you want your business to be successful, the question is when and how you are going to target Hispanics.

Source: University of Georgia, Selig Center

Where do Hispanics live in the United States?
Hispanics are literally spread throughout the United States. It is true that Hispanics have concentrated in certain regions, primarily the South/Southwest. This is mostly driven by immigration patterns. In terms of markets, the top 10 Hispanic markets include Los Angeles, Miami, New York, Chicago, Houston, Dallas, San Francisco, San Diego, San Antonio, and Phoenix. Each of those markets has a unique composition of different Hispanic origins and backgrounds.

Are all Hispanics in the United States the same? How do people of different Hispanic origins vary in their behaviors?
Not all Hispanics in the United States are the same. They come from different countries with different cultures and customs. By far, the largest group is people of Mexican origin (almost 60%), followed by Puerto Ricans, Cubans, Dominicans, and Central and South Americans.

Granted, there are certain things that vary from culture to culture. One culture may eat/prefer black beans while another eats/prefers pink beans. One culture may sing certain songs during Christmas that another Hispanic culture may not even know. The point is, however, that rather than focusing on and being overwhelmed by the differences, marketers need to focus on the common threads and similarities that unite Hispanics as a group.

Being a Hispanic in the United States creates a set of patterns and beliefs that are common to all: the challenges of learning English, finding a job, raising children in a different culture, acclimating to a new culture, new products and brands, maintaining optimism, wanting a better life, focusing on the importance of family, and being away from the family are common to all Hispanics regardless of the heritage or how long they have been in the United States.

Moreover, among Spanish dominant Hispanics, language is another commonality. Yes, it is true that there are certain words that are used differently between cultures. However, the differences in Spanish language between the different Hispanic cultures are akin to the differences between British and American English, at worst, or Southern vs. Northern American English, at best. Many language differences are really merely nuances that can easily be overcome.

Marketing to Hispanics

Do Hispanics buy the same products as non-Hispanics? If different, why?
It depends on the product and the category. There are certain products that are uniquely Hispanic and that would be purchased differently. For instance, some food items, like spices, seasonings or certain vegetables. Hispanics will also favor products that relate to some specific cultural mores. For example, Hispanics tend to favor heavy scents and as such will purchase cleaning products with relatively strong scents.

Generally speaking, however, the vast majority of Hispanic consumers in the United States are exposed to the same products and brands as anyone else. Therefore, the pool of choices is the same. What makes Hispanics different from non-Hispanics is that Hispanics do not have the same knowledge about products and brands as non-Hispanics. Thus, when they shop, they gravitate to the brands they know either because they are familiar with these brands from the country they come from, the product/brand was recommended by a friend or family member or they have seen advertising for the product/brand.

Hispanics will gravitate toward products or brands they have somehow formed a relationship with through one of these mechanisms. Given that some may have limited economic means, they are not likely to experiment with something they know nothing about.

Therefore, it is important to understand how Hispanics purchase in the different categories and what they know/think about specific brands. The Discover phase of MRSI's ENFOQUE can help you do just that.

Is there a need to develop a new product for this market? How can U.S. Hispanics be targeted without introducing a new product?
More often than not, there is no need to have a different product for Hispanics. When it comes to products and brands, Hispanics like and want to choose from the same pool of choices as non-Hispanics. Hispanics want to participate in the general culture while preserving their unique roots. In fact, suggesting that a product has been "specifically designed to meet Hispanics needs" can be detrimental to that product or brand because it singles out Hispanics and is perceived as a limiting choice.

Most of the time, what is needed is a new positioning-a way of talking about the product that relates to the Hispanic audience and their specific needs and beliefs. ENFOQUE's Explore phase is specifically designed to help you decide if you have the right product and/or the right messaging.

Do Hispanic customers respond to the same advertising themes (translated to Spanish language) as non-Hispanic customers? Is there a need to develop an entirely different ad campaign for Hispanics?
Unfortunately, when dealing with the Hispanic market, it is not always as simple as "add Spanish and stir." Advertising is able to make a difference when it connects with its audience. Because of this, advertising and its interpretation usually depend on beliefs, perceptions and attitudes that vary depending on the culture. These cultural mores usually dictate what is deemed important and how priorities are allocated. The Hispanic culture, as a whole, has some cultural mores that are different from the general market culture. Thus, what a Hispanic can relate to may be different than what a consumer in the general market may relate to.

Consider, for example, the act of going out to a casual restaurant. For general market consumers, it may be about feeling at home - thus, the idea of a home-cooked meal may be appealing. For a Hispanic, it is a way of reconnecting with their loved ones, of providing something special to the family and of feeling validated in his/her choice of restaurant. Clearly, for a Hispanic consumer, the ambiance and the relationship-building aspects of this behavior are more important than the food per se.
Because of the differences in belief systems, there are often times where marketers need to develop a different ad campaign for Hispanics. In its simplest form, it may be the same positioning/benefit, but executed in Spanish and with Hispanic-looking talent so that consumers can understand and relate to the ad. In other more complex circumstances, however, there may be a need for a completely different positioning or even perhaps a different strategy altogether.

With ENFOQUE, MRSI's 3-step Hispanic research solution, we can help you assess your current strategy and identify potential elements that will work if there is a need for a new strategy.

To what extent is there a need to use Spanish language in in-store merchandising/signage?
Signage in a store helps that store's customers identify where the merchandise is located. If a particular store has high traffic of Hispanics that are Spanish dominant, bilingual signage may be very important and beneficial to the store's performance. The bilingual signage will help Hispanic customers locate the merchandise they are looking for without needing to ask and perhaps feeling embarrassed for not knowing. Moreover, and perhaps more importantly, bilingual signage sends the message that Hispanics are important to the store/manufacturer, which in turn creates a more positive image for the store/merchandise.

In developing signage, it is important to pay attention to the language and the translation into Spanish to make sure the target audience can clearly understand it. A literal translation may not always work. A translation can quickly run amuck if it is not appropriate or relevant. Fortunately, there is such a thing as a "standard" Spanish that can be understood by most Hispanics, regardless of their origin.

With ENFOQUE, our 3-step Hispanic research solution, MRSI has different ways to assess the impact or appeal of bilingual signage as well as testing if the translation you have is appropriate.

Contact MRSI for more information today!

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