| CUSTOMIZED TECHNIQUES
How do we elicit and capture deep consumer insights? First and foremost, we speak to them in their language. We conduct due-diligence in their communities before we visit. We bring a high degree of cultural identification and empathy toward their experience. We earn a license to examine their lives around a product, concept, or experience.
Whether we're using a projective technique, a collage, or a pre-session assignment, we make sure the task is culturally relevant and logistically feasible. Use of traditional techniques is combined with our background knowledge and adjusted to the particular target. Techniques which may work successfuly with younger Hispanics may not be suitable for older counterparts, or for African American women, or for general population groups. These nuanced approaches are developed over time and validated through experience.
HISPANIC MARKET PROPRIETARY TECHNIQUES
We offer a menu of Hispanic-centered focus group and qualitative techniques. Valerie Berman, senior qualitative consultant, has developed these techniques on the basis of her expeience interacting with thousands of respondents over an 18-year period. For further information on how these techniques can enhance your qualitative efforts in the Hispanic market, contact Valerie directly at vberman@marketsegment.com
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