As our communities continue to grow and diversify, advertising and marketing professionals must strive to understand this changing landscape. In the approaching fight for Latino market share and continued brand loyalty, the winners will be the companies that have actionable knowledge about the consumer behaviors of Latinos and what is most important to them.
New markets require new ways of collecting and analyzing information. What has worked well for the general market will not necessarily capture information well from Latinos. Language itself is an extremely significant barrier, as well as culture and different channels of communication. Considerations such as recruiting, sampling and research planning must be centered around the community model that is the cornerstone of Latino culture.
Lara Media combines a natural understanding of Latino culture and the Spanish language (as we are Latino) with market research expertise and flexibility of approach. We offer customized solutions to get at the heart of what is most important to both your customers and potential customers and we use the latest industry proven technologies to analyze results. While the barriers to entry and challenges are great, so are the opportunities that come hand in hand with understanding this unique population.
Surveys are quantitative in nature and they are decisive as they quantify the issue. They are the principal method for gathering any sort of consumer or market information. The target is to gather information from a small sample to be able to predict what the whole market wants. Surveys may employ interviews, open-ended questions, or forced-choice questions. This method of research also tends to yield more concrete data, which is better for analysis. Surveys also allow for better tracking of changes in market response over time, which can lead to better wisdom into your business strategy and the changes that can occur with consumer behavior.
Focus groups are qualitative in nature and are used more when you don’t know what to expect. They tend to be exploratory and often serve to define the problem or develop an approach to the problem. Focus groups are useful when the target audience is different from decision makers. Terminology in another language and distinct points of view can be brought to light and understood. While participants filling out a questionnaire may say that they ‘agree’ with an issue, focus groups may reveal nuanced variations among members of a group concerning the conditions of that agreement.