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Traditional procedures for marketing research need to be reviewed when working with a specialized population. This study's Hispanic test group is distinct from the typical population and diverse internally, with societal and attitudinal idiosyncrasies as well as differing language and cultural backgrounds, that can hamper the execution of basic methodology; for example, a mall intercept. This article explores alternative procedurers necessary to conduct consumer testing among Hispanic women. It is based on a substantial study conducted by a major consumer products company, and a major independent research firm and documents the planning and implementation of the study. It draws conclusions about Hispanics as a marketing and sensory research target, offers general direction for researchers approaching the Hispanic market for the first time and discusses such details as the need for over recruitment, nuances of language and various Spanish dialects, the need to simplify directions and the target audience's difficulty in dealing with the concept of quantifying the degree of liking and disliking.
mall intercept, consumer feedback, ethnic testing, health and beauty aids, specialized populations, planned methodology
Research Scientist, Kraft General Foods Technology Center, Glenview, IL
Vice President, Peryam and Kroll Research Corporation, Anaheim, CA
Vice President, Peryam and Kroll Research Corporation, Chicago, IL