When a Hispanic is not a Hispanic: issues in conducting Hispanic qualitative research

Editor's note: Felipe Korzenny, Ph.D., is president, and Betty Ann Korzenny, Ph.D., is executive vice president of Hispanic Marketing Communication Research, Belmont, California.

With the growing awareness of the vast U.S. Hispanic market, American companies are increasingly asking for qualitative research with Hispanic consumers. However, this market is complex and without careful attention to details, there are numerous pitfalls for those of us in marketing research. This article begins with the intricacies of identifying Hispanic respondents and continues with suggestions for culturally appropriate recruitment, facilities and interpretation.

One of the important revelations in conducting qualitative Hispanic research is learning that a "Hispanic is not a Hispanic." The fact is, the category of human beings we call Hispanics come in multiple shapes, forms, cultural backgrounds, levels of acculturation, and a mix of psycho-socio-cultural traits.

So, if we attempt to conduct Hispanic research we have to deal with several issues:

A. Are the respondents we want dominant in Spanish or English? Sound trivial? It isn't. While we may call Spanish-dominant and English-dominant individuals "Hispanic" they may be vastly different. When defining the objectives of the project, key questions include: Are we interested in respondents who rely on the Spanish language for their survival? Are we interested in individuals for whom the Spanish language is the best way to touch emotional chords?

First generation immigrants and those who live in segregated communities are more likely to speak Spanish as an everyday necessity of communication. Others with a longer generational history in the U.S. are more likely to speak Spanish for expressive pride and for identification with historical roots.

The two uses of Spanish could be seen as similar on the surface, but they are not. In fact, they represent diverse strands of dialects. The point here is that when the research objective is to obtain information to appeal to the pride of Hispanics, then all those who identify with the language and culture count. Respondents who depend on Spanish for everyday life would be most appropriate for another type of objective, for example, when the aim is to persuade consumers on a new product that competes with another strongly entrenched in a native Hispanic country.

Evidence indicates that adults who emigrate to other countries take a long time to acquire the culture of the receiving country, and some never do. In addition, culturally similar individuals tend to live near each other, thus relying on their native language and customs for everyday interaction. The perspectives of these types of customers can be expected to be unique.

B. Is the researcher interested in a broad spectrum of Hispanic backgrounds, or in just one or two segments of the market? While persons of Cuban, Puerto Rican and Mexican origins speak a common language, there are dialectical differences that are subtle but real.

This consideration is so important that we can totally miss the intended audience by conducting research with just the most conveniently located group of "Hispanics." On many occasions the researcher may need to obtain data from multiple and diverse groups in different geographic locations.

It is well documented that the largest segment of the Hispanic market is that of individuals of Mexican origin (60+). It is also documented that Hispanics of Cuban backgrounds tend to be the most affluent, but they make up a relatively small segment (approx. 6%). Understanding subtleties in behaviors, lifestyles, and world perspectives of different groups is likely to enable a more accurate definition of the target respondent.

There are cases in which advertisers may want to assemble individuals of different backgrounds to discuss copy or other types of text. This approach must be carefully orchestrated to result in practical cultural and language compromises that may be widely usable.

C. Does the project call for the decision maker or for the person in charge of grocery shopping? In several segments of the Hispanic market, families tend to have one car upon which all the family depends. The family as a unit may go shopping together with regularity. Speaking with female heads of households as well as male may render interesting insights for products that are traditionally seen as being exclusively in the women's domain.

Many grocery items are chosen and decided upon jointly. In addition, among relatively recent immigrants, men are more likely to be literate in English than their spouses, and they may be the ones comparing and interpreting product attributes.

Also children may be surprisingly influential in many decision making episodes. Considering children's preferences and inputs could render a picture not usually seen as crucial in the general market. In addition, children often serve as cultural interpreters for their parents.

These are just some of the issues in respondent selection that differentiate the Hispanic market, and for which special considerations are needed. An open mind is called for when venturing into new consumer cultures.

Facilities and recruiters

The three considerations above just touch the root of the issue of Hispanic diversity and uniqueness. Other equally important aspects of conducting Hispanic qualitative research is to know how to select a facility and recruiters that provide the respondents we truly need.

Here are some fallacies to watch for:

1. A recruiter who speaks Spanish will be able to recruit any Hispanic. After all, we could reason, speaking the Spanish language is what is required. Or, is that not so?

Speaking a language is not just speaking a language. While a well educated individual may have learned Spanish as an academic discipline in school, and while that person may be quite fluent, his or her ability to converse in a culturally relevant way and to persuade a person to attend a research session may be in question.

While this type of recruiter may not the worst case scenario, it could adversely affect the project. Let's take a look at the detailed implications. While the recruiter may be quite intelligent and agile with the language, s/he may not be able to detect subtle meanings behind the words--the fears, the other emotions and motivations of the person being recruited.

For example, the Hispanic respondent may want to be "nice" to the recruiter by saying s/he will attend a session, when in reality s/he may be thinking something quite different. For example, "I don't understand what this invitation is about, and besides my husband will not approve of my going to a meeting with total strangers in an office building." A recruiter from the same cultural background would not be able to detect such anxieties or concealed objections and might even speak to the spouse to get further cooperation.

In another example, a recruiter may claim to be from the same cultural heritage as the respondent, and indicate s/he was raised in Spanish at home by parents from, let's say, Mexico. Clearly, we could say, this is a top-notch recruiter. Maybe so, maybe not. The recruiter ought to be interviewed for fluency and literacy. Yes, literacy. We have found many recruiters who were raised in a Spanish speaking home but who never went to school to learn Spanish; they are illiterate in Spanish and not able to read questions from a screener in Spanish. This may sound surprising but it's true.

It may be further dismaying and interesting to learn that facilities that don't recruit Spanish speaking respondents feel quite comfortable asking anyone around the office to recruit in Spanish because "they speak Spanish, after all." Recruiting, as interviewing, as conducting research, requires skills and learned behaviors. It's difficult to improvise.

2. Is a facility for conducting Hispanic research adequate if it has a two way mirror, tape recorders, and a comfortable viewing room? Unfortunately this is not generally the case.

Many facilities claim in good faith and strive to recruit Hispanics, and may have had some experience doing so. They may even have some adequate recommendations from past clients. There are important considerations, however, that should temper or qualify the hiring of a facility for the conduct of Hispanic research, such as:

a. Is the facility located near or in a Hispanic neighborhood? A location that is easily accessible? A place that would not intimidate respondents?

The type of respondent needed should strongly influence location choice. If recent immigrant female heads of household are needed, then the location should feel comfortable to them. If the gathering is with Hispanic attorneys, then an office building may be adequate. It is interesting that so many facilities have been opened in industrial parks where many types of consumers are not used to going in the course of their daily routines.

In our experience the most effective facilities tend to be those that operate in commercial areas with heavy Hispanic traffic. It must be noted that several facilities have developed a very successful Hispanic research practice by providing transportation to respondents to and from the facility.

b. What about the set-up? Does the facility help in identifying and/or hiring professional interpreters? Does it have sound equipment for interpretation in the back room? Does it provide the option of audio and videotaping with English interpretation version?

Yes, simultaneous interpretation is often crucial so that the clients understand what is going on. The sound equipment may be simple or sophisticated but must be designed to accommodate simultaneous interpretation. A sophisticated set-up would be composed of a double deck of tape recorders hooked so that the interpreter can speak into a microphone that channels sound into the tape recorders and into headsets that go to English speakers who need to listen to the interpretation. Another set of headsets channel the sound from the focus group room "in Spanish" for those in the back room who want to listen to the Spanish version without the interference from the sounds coming from the interpreter and other back room listeners.

Some facilities have made special arrangements so that the English audio can be directed to the videotaping equipment. Under this arrangement the client may choose videotaping with English, Spanish, or dual language tracks audible in stereo systems.

Has the facility gone the extra mile in identifying a pool of qualified, professional interpreters that feel comfortable interpreting for qualitative research? If the answer is yes, the facility is likely to save the client unpleasant surprises.

c. Do the managers and personnel have some minimum degree of familiarity, understanding, and respect for Hispanic respondents? Beware of condescending managers who speak of "those Hispanics who are never on time," or "who tell you one thing and do another." Such statements are good indicators of problems ahead when the recruiting commences. People of different cultures do things in different ways and respect for those differences is a minimum prerequisite.

d. Is the recruiting "farmed out?" If so, you may still want to use the facility but you should be able to know who is doing the recruiting for you. In any case, facilities need to be assessed by experienced Spanish speaking researchers. Interviewers and recruiters ought to be interviewed before the facility is hired.

e. Question: Are all interpreters the same? Well, the response to that should be an obvious "no." Many who claim to be interpreters are well intentioned individuals who happen to know Spanish. For the interpretation to be useful, it ought to be fluid, transparent, immediate, and emphatic. Beware of facilities that say they have a receptionist who speaks Spanish who can do the interpretation.

Here is what to look for in interpreters:

1. An interpreter from Spanish into English ought to be someone whose first language is English so the person is fluent in communicating with the recipients of the interpretation. This contributes to fluency and transparency, allowing the clients to be able to perceive what the respondents say. and imply through the medium of the interpreter.

2. The interpreter ought to have been trained in simultaneous interpretation skills. Some key imperatives for interpreters are:

• Do not paraphrase; just speak what is spoken.

• Do not preface. Avoid wasting time by saying, "she said..."

• If more than one person speaks at one time interpret the salient points and continue. Don't be distracted.

• Don't let one word or concept distract you. Continue. There will be time afterwards for elaboration.

• Do not get into creative strategy or into advising the client. The interpreter's role is to interpret only.

• Become acquainted with the content of the discussion ahead of time.

• Do have frequent and recent practice. Interpretation requires rehearsal; it's like playing the piano.

• Do have ample tolerance for ambiguity, particularly for interpreting focus group sessions where many people may speak at once, and when there is no chance for asking people to repeat.

• Do get trained in empathy and immediacy skills so that you are able to act out the "drama" evolving in the focus group room. Dry, impersonal interpretation is not good interpretation.