Inclusive research: Unveiling the truths of Latino consumers

Room 1 | 3:45 pm - 4:15 pm | Thursday, July 20, 2023

Empathy is at the heart of qualitative research. Yet many factors can undermine the understanding of respondents, especially when working with participants from different cultures. Whether we are conscious of them or not, these factors can discourage respondents from sharing their experiences and perspectives – and hinder our efforts to uncover critical insights for business growth.

Key takeaways:

1. Best practices for research involving Latino consumers, including research design that contributes to cultural understanding and deep discovery.
2. Two successful case studies including how to communicate the key insights to stakeholders in a way that is relevant to the business and builds confidence.