Qcast: Inclusive Research - Unveiling the Truths of Latino Consumers

Empathy is at the heart of qualitative research. Yet many factors can undermine understanding respondents, especially when working with participants from different cultures or groups that have been historically marginalized. Whether we’re 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.
In this session, we’ll discuss:

• Best practices for research involving Latino consumers, including research design that contributes to cultural understanding and discovering what is hidden beneath the surface.
• Creating space where participants feel comfortable sharing their truths.  
• Communicating those truths to stakeholders in a way that is relevant to the business and builds empathy and capacity for understanding the respondents’ cultures.