What are the key issues that I should be most concerned with/aware of before I design and launch a Hispanic research plan?
• 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) 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 concen
