Qualitative Research Consultants Association (QRCA) - QRCA Views Magazine, Summer 2020

36 QRCA VIEWS SUMMER 2020 www.qrca.org By Daniela Rubio n Consultant n The Intercultural Studio n San Francisco, CA n daniela.rubio@interculturalstudio.com n TOOLBOX n Tap Into Multicultural (Hispanic) Respondents M ulticultural segments typically skew differently compared to the general market in some consumer categories. This may include differences in behaviors, attitudes, and beliefs, mostly associated with a population’s cultural background. Companies with good multi- cultural ambassadors make sure to include these segments in their research scope to have a more complete and accurate picture of the market they work in, resulting in more actionable insights, which turn into business strategies and ultimately increasing their ROI. A How-to Guide