Latino SIG Webinar
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Understand how marketers are integrating Hispanics into their Total Market strategies

When: Friday, November 11, 2016
12:00pm -1:00 pm EST
Where: Qual-Meeting Virtual Platform
United States
Contact: Maria Parra

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Lesley Croskery is the Director of In Focus Qualitative Research in Cape Town, South Africa and has been an assessor on Unilever’s qualitative accreditation panel in South Africa since 2011.

Prior to this, Lesley joined Research International South Africa in 1994, after 6 years of conducting multi-country research at Taylor Nelson Healthcare in the UK.

In Focus Qualitative Research is a deliberately small company that remains focused on getting the best out of their research, working mainly in South Africa and Kenya.

Lesley is passionate about both exploring and conducting qualitative research in Africa, and is a QRCA member.


If you are not a QRCA paid member, and would like to attend the webinar, please email Maria Lucia Parra or Vivianne Hiriart, Latino SIG   co-chairs at: or

Rediscover the importance of language. A way to communicate or to express your inner you!

No matter which country we are in, language is key during a group discussion, an interview or, of course, the analysis and the insights we can unearth from these.

For bicultural and acculturated Hispanics in the US the choice of language when referring to a particular subject tells us much more than what the words themselves say. Especially if we think that many bicultural Hispanics root their pride in Spanish language, and that many 2nd,3rd and 4th generation are looking to recover their cultural identity, often anchored in the power of bilingualism. Why using words in Spanish when referring to one brand and not to the other? What do people tell us about themselves when they go back and forth two languages?

Or even the case of Latin American countries, what the choice of Spanish (or Portuguese), vernacular, or English words is telling us about the relationship with a brand or product?  Why one brand is “nice”, the other one “bonito” and a third one is “chévere”, “bacano” or “padrísimo”, or “bárbaro”?

Through the South African experience, Lesley Croskery explains how the language used for research has an impact on the quality and depth of consumer response – and therefore our detailed understanding of a research question. In South Africa, language has commonly been associated with controversy and, in the past, enforcement of an unfair regime, and having 11 official languages raises the question of which language should be used to get the most out of qualitative research, especially when focus groups tend to be conducted in English.

Join us this next November 11th at 12:00 EDT on this interesting webinar where we could hear people explaining what the choice of language means to them and clear examples of the implications of it, followed by a bulletin board where we will be able to share our experiences in this matter and build on the considerations of the importance to let people express themselves in the language of their choice, as well as the richness we can draw from considering what the choice of language means to our business question. ¡Te esperamos!

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