As the Latino consumer market gets more culturally fragmented nationwide, national retail brands are demanding more actionable Latino insights to create new strategies for brand growth, which makes perfect sense right! Are these brands getting the bang for the buck? You be the judge, it just takes a minute flipping pages on a magazine or watching TV to realize that most of the retail brands keep on telling us the same story to connect with Latino consumers. Why? There are a handful of factors as to why this is happening, however, for the purpose of this article; I have chosen four areas that need close attention when forming a qualitative Latino cross-cultural consumer research project in the U.S. marketplace. Let me begin by saying that some times, even when both researcher and respondent speak Spanish, communication can become garbled in either direction. That is, respondents misunderstand the questions or researchers misunderstand the answers and the chances of misinformatio...
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