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On Demand

Qcast: Inclusive Research - Unveiling the Truths of Latino Consumers

Total Credits: 1 Advance Credits

Average Rating:
Analysis & Reporting |  Communication |  Moderating/Facilitation |  Research Design
Isabel Aneyba
1 Hour
Audio and Video
Original Program Date:
Oct 08, 2020

Tags: Qcast


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.


Isabel Aneyba's Profile

Isabel Aneyba Related Seminars and Products


COMARKA Consulting & Research

Isabel Aneyba is a seasoned Mexican-American market researcher & strategist with 18 years of research experience guiding better products and services.  

As founder of COMARKA, a cross-cultural market research firm based in Austin, TX, Isabel has done extensive research in the US and Mexico in several categories including food and beverage, retail, health care and technology. In 2020, Isabel received the REEL award (Research and Equitable Leadership) and the recognition as one of the top 50 insights leaders in the U.S. 

Isabel has served on the QRCA Board of Directors and chaired the Latino SIG and the Ethnography SIG for 10 years.