It’s hardly news that the Hispanic market is currently one of the fastest growing marketing opportunities. What you may not know is that webcam technology can be one of the best ways to reach and engage Hispanic consumers for your market research.
1) 95% of Latinos from families with annual incomes of $50,000 or more own a desktop or laptop computer and have connection to the internet.
2) Because webcam focus groups respondents can participate from home, this removes any transportation or childcare barriers that might occur when using a traditional facility.
3) The in situ nature of webcam technology captures richer lifestyle information. Participants are also more relaxed because they are in the familiar surroundings of home. In addition, unnaculturated Latinos also tend to prefer visual contact.
4) Studies with challenging geographic requirements can be done in a single group with multiple respondents dispersed across a variety of locations.
While conducting webcam focus groups for a Hispanic research study is not technologically difficult, there are some important considerations.
Over 50% of U.S Hispanics speak in Spanish , with 28% speaking only in Spanish. It’s important to have moderators and interpreters/transcription providers who understand the nuances of the language.
When testing messages, make sure concepts have been trans-created into Spanish. Many English phrases make no sense in Spanish when translated word for word.
Make sure your study design is not too structured or “stiff”. Latino respondents are more comfortable with a casual approach that offers an opportunity for emotional expression, storytelling, and is lively in nature.
Bear in mind these considerations when recruiting for a Hispanic study:
1. Where is your Latino sample sourced? For example, is it from a general market panel or contextually sourced through media targeted to Latinos?
2. If you are using a river sample, is a secondary screener being used? If so, what are the screener questions? Is the screener in English, Spanish or is there a bilingual selection?
- Finally, screening questions should be bilingual and rhetorical as opposed to fixed assimilation metrics like media consumption, language usage, etc. which often result in inaccurate recruitment.
If you are considering a Hispanic research study and have questions about appropriateness or logistics of using online webcam technology, we are here to help.