More on the Hispanic Homefront

I am a member of a multicultural research consortium through work. The main goal of the consortium was for a representative group of companies ranging from package goods to financial services and non-profits to share and join to more fully understand the nuances in the different ethnicities. The initial work was research on research. Finding out how the Hispanic/Latino population reacts survey research via many different media. We've moved into concept testing for several different media from television programming to internet to phone and in person. As I mentioned before the participation by the Hispanic community in focus groups has been incredible. We didn't find the expectation (American White Goggles on at the moment) of the Hispanic population wanting to "please" the moderator or "search" for the right answer. Even in a mixed group of men and women we didn't see the expected domination by males or higher income folks. It was rather refreshing. We are starting to work on other areas of the research. Stay tuned... If you happen to be in the Raleigh/Durham or Florence, SC areas on a Sunday around noonish turn on the television. You might be surprised what you would find in telenovellas on the WB.