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

When: Thursday, April 27, 2017
12:00pm -1:00 pm EST
Where: Qual-Meeting Virtual Platform
United States
Contact: Maria Parra

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The meeting of cultures in the U.S. has always resulted in social and psychological changes. But the country for many years forced new immigrants to assimilate into the existing U.S. culture. Most new immigrants in the 19th and early 20th century adapted to the changes by giving up their culture and becoming American. And Americans were generally proud of this melting pot mentality. How things have changed! The American culture no longer supports assimilation; and the new immigrants – mostly from Latin America – are refusing to give up their Latino heritage. This presentation explores the new ways in which cultures are meeting (and often clashing) in the U.S. and how it is all affecting market segmentation approaches and marketing research.


El encuentro de culturas en los Estados Unidos siempre ha resultado en cambios sociales y psicológicos. Pero el país durante muchos años obligó a los nuevos inmigrantes a asimilarse a la cultura estadounidense vigente. La mayoría de los nuevos inmigrantes en el siglo XIX y principios del siglo XX se adaptaron a los cambios renunciando a su cultura y convirtiéndose en estadounidenses. Y los estadounidenses estaban generalmente orgullosos de esta mentalidad de crisol de razas. ¡Cómo han cambiado las cosas! La cultura americana ya no admite la asimilación; y los nuevos inmigrantes – en su mayoría de América Latina – se niegan a renunciar a su herencia latina. Esta presentación explora las nuevas formas en que las culturas se están encontrando (y a menudo chocando) en los Estados Unidos y expone como todo está afectando los enfoques de segmentación y la investigación de mercado.


Ricardo López has been conducting research interviews with Latinos for over 20 years and is considered and expert in the U.S. Hispanic market. He became interested in marketing research while working at his father’s ad agency while he was still in high school in Puerto Rico. He went on to study Marketing and Mass Communications at King’s College in Pennsylvania and received both a BS and a BA degree. He also received an MBA in Marketing Research from Syracuse University.

Ricardo is a frequent QRCA presenter and a leader in the organization. He has served on the board as Vice President and President and has also served as co-chair of the technology committee. He spearheaded new QRCA ventures like the Latino SIG- the very first QRCA SIG; and the LinkedIn group- QRCA’s first open forum. He is passionate about technology and has been at the forefront of new technology applications for qualitative research. Ricardo is President of Hispanic Research Inc. His company specializes in healthcare, telecommunications, financial services, and food and beverage.

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