Qcast: Inclusive Research–Unveiling the Truths of Latino Consumers
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 Export to Your Calendar 10/8/2020
When: Thursday, October 8, 2020
12:00-1:00pm ET
Where: Online
United States

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Advance Points: 1


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:

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

About the Presenter: Isabel Aneyba

Isabel AneybaIsabel Aneyba is founder and chief insights generator at COMARKA, an agile research partner based in Austin, TX. She focuses on designing empathy experiences and innovative co-creation methods for better products and services. Her work has guided successful product and services launches in several categories including Food and Beverage, Retail, Healthcare and Technology.

As a Mexican-American market researcher, Isabel has done extensive research with Latinos in the US, Mexico and LATAM and low-income segments. She has served on the QRCA Board of Directors and was co-chair of QRCA’s Latino Special Interest Group (SIG) for 10 years. She currently serves as co-chair of the Ethnography SIG.

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