“Así Somos” is Spanish for “This is who we are”.  We are a bimonthly blog which publishes critical insights and interesting highlights on how to address the obvious and subtle nuances that each market researcher needs to fully comprehend when addressing their client’s needs in the domestic Hispanic markets and throughout the Latin American subcontinent.

We will write a couple of articles a month through which we will address issues like “What is a Hispanic”, “Is there finally a definition of acculturation I can use?”, “Is there only one Hispanic market”, “What are the actionable segmentations with Hispanics in the US”, “Can we identify and select trial markets in Latin America”, and many others down the road, we hope you will find interesting.

In addition, “Así Somos” will share with you actionable suggestions on how to conduct more efficient CATI and web interviewing with Hispanics or when to consider face-to-face or intercepts over other interviewing options.

We will also go over other cultural nuances, like additional considerations when analyzing results on monadic product testing with Hispanics, or how to address the excessive cultural kindness observed when Hispanics work the scale.

But don’t worry, we haven’t forgotten our qualitative research colleagues.  We will  also talk about “moderation techniques” that might get you in trouble when communicating with Hispanics and others that may render better than expected results.

We will constantly be addressing, apparently simple, yet profound issues like language: “Is Spanish always the same?”  We will go into “when a monolingual moderator will satisfy your needs” and “when will an English “able” or bilingual moderator be needed to conduct some groups.”

And still, there is much more to come.  Gender is a very important consideration when conducting research with Hispanics.  We will address issues like: Is “Machismo” exclusive to men in Hispanic Cultures?, or “How does male-female relationships and behavior vary while moving up and down the socioeconomic level scale?”

We will add to the articles in the “to publish list”, recommendations on how to design practical and cost/effective Hispanic studies as well as multicountry projects.  We will comment on the “watch out  for this” list that we will be building together issue by issue.

However, “Así Somos” is first and foremost, a blog dedicated to our readers.  This is why we will gladly accept your collaborations for approval and publication and why you may request the topics you would like us to write about.

“Así Somos” is also a great means to underline and enhance your Hispanic and multicultural capabilities. We reach hundreds of experienced researchers and hundreds of end-users as well.  Email us to talk about sponsoring “Así Somos”!  We will be happy to help you.