Editor’s note: Jim Loretta is president of Loretta Marketing Group, a Miami research firm. He is also a member of the Qualitative Research Consultants Association.
For years now we have heard that the Hispanic market is large and growing. Why all the current buzz surrounding the Hispanic market? According to Strategy Research Corporation’s (SRC) population estimate, based on the U.S. Census for the year 2000, there are nearly 34 million Hispanics in the U.S. One out of every eight persons is Hispanic. By the year 2020, one out of every five persons will be Hispanic. Twenty percent of the total U.S. population is a lot of people. In addition, this growing market has an impressive economic potential. SRC estimates the buying power for this market niche for the year 2000 to be $325 billion! We now see why U.S. marketers and brand managers are seriously paying attention to this large, lucrative market. But beware: the uninitiated may be walking in areas that are full of perils and pitfalls.
If you are seriously looking at increasing your bottom line, the Hispanic market is probably a good bet. As good marketers we must all test the marketplace by conducting research. Qualitative research is basic in assessing the attitudes, opinions and feelings of any market. It is especially necessary in the Hispanic market, where culture and tradition are often cherished and many times quite different than the general market. Before research is done, you must be conscious of at least three critical areas in order to succeed in Hispanic qualitative or focus group research: screening, recruiting and moderating.
Any good moderator knows that the screening qualifications in a focus group study are critical. With the Hispanic market it is key to know the correct screening questions to determine your market. Let’s assume that your study calls for researching the non-acculturated Hispanic market because you or your client w...