Unlike many full-service market research companies, Hispanic research is not just another service, but is integrated into our company’s operations. We have consolidated all of these functions, and take care of everything from start to finish, including the training, translations, information gathering and reporting.
Hispanics in the U.S. represent an eclectic mix of generations, countries, education, income and acculturation. Our team of researchers takes all of those elements into consideration in order to determine the right methodology which will ultimately deliver the most meaningful results. Indeed, what sets us apart is our cultural knowledge of the Hispanic markets, which allows us to adapt and interpret the results of your research to make it both unique and valuable.
At Precision Research, we approach the development of each Hispanic survey or moderator guide as much more than a simple verbatim translation from English to Spanish. We will adapt the text to ensure the communication is based on the unique specifications of each of the Hispanic subgroups. From the way we present scaled items to imagery and syntax, our goal is to ensure that each document makes sense to the respondents and that the materials retain the intent of the project goals and objectives.
Precision Research has translators who are experienced in nearly all Hispanic subcultures, which includes proficiency in speaking and writing Mexican, Cuban, Puerto Rican, Dominican, and Central and South American, etc. Our comprehensive background will ensure that all communications will be understood by all Hispanic subcultures.
Conducting qualitative research efforts requires a detailed understanding of the cultural beliefs that will allow the right connection with the respondent. Precision Research retains senior level staffing who understand the culture, which is critical to ensure a meaningful exchange of ideas and thoughts.
Precision Research has the internal capabilities to gather and analyze data from Spanish speaking respondents. For all quantitative data collection efforts requiring Spanish speaking interviewers, you can be assured that the interviewers who collect the data will be proficient Spanish speakers, including the recording of all verbatim comments in Spanish. For bilingual studies all interviewers assigned to the study will be fluent in both English and Spanish, which includes proficiency at both speaking and writing.
Precision Research retains a vast array of internal Hispanic consultants who are experienced in developing questionnaires and processing final data files. Our interviewing staff undergo training designed to hone the skills that will allow them to conduct interviews speaking the vocabulary and tone appropriate for the intended audience, adapting seamlessly to the language preferences of respondents from the onset of the interview.
As an alternative to other types of culture-based research techniques, Precision Research has the experience and capabilities to conduct ethnographic research, or ethnographies. This approach allows for a deeper understanding of the issues surrounding the Hispanic lifestyle, culture and behavior as it relates to different products or services.
Using this method of information gathering, we can observe (typically via video recording) respondents from all demographic segments (e.g., age, gender, income, etc.) in their “comfort zone,” gaining insights into how they interact, perceive and utilize different products and services.
This type of observational research provides a comprehensive snapshot into the Hispanic consumers’ world. The observer gains insight into how the individual interacts with different products or services housed within the living space of the participants including the common rooms, individual quarters, food preparation, access to different types of media (and preferences), brand preferences, schedules, social interactions and transportation.
At Precision Research, we have the experience and knowledge base to execute Hispanic research assignments including telephone, focus groups, one-on-ones (including intercepts) and ethnographic (observational) studies. Our consultants take into account the complexity of accessing the different groups within the Hispanic population segment. Some of the different types of Hispanic research include: