Hispanic Research Inc. Turning marketers into Latin lovers - www.hispanicresearch.com Capabilities Presentation Prepared for: June 13, 2010 1 Springfield Rd., East Brunswick, NJ 08816 - Tel. (732) 613-0060 - Fax (732) 613-8612 - Email: [email protected] Hispanic Research Inc. Table of Contents Services.............................................................................................................................................................3 Qualifications....................................................................................................................................................3 Partial Client List (Food & Beverage)........................................................................................................4 Consultants Qualifications..........................................................................................................................4 Recommendations from Ricardo's LinkedIn Profile ......................................................................................5 Understanding Hispanics..................................................................................................................................6 Latinos Communicate at a Spiritual Level.......................................................................................................8 Non-Verbal Latino Communication & Social Networking............................................................................10 Validity Concerns in Hispanic Survey Research............................................................................................13 U.S. Hispanic Market - Qualitative Research Practices and Suggestions......................................................17 1 Springfield Rd., East Brunswick, NJ 08816 - Tel. (732) 613-0060 - Fax (732) 613-8612 - Email: [email protected] Page 2 Hispanic Research Inc. Services Qualitative Research http://www.hispanicresearch.com/qualitative-research Quantitative Research http://www.hispanicresearch.com/quantitative-research Secondary Research http://www.hispanicresearch.com/secondary-research Online Research http://www.hispanicresearch.com/online-research International http://www.hispanicresearch.com/international Consulting Services http://www.hispanicresearch.com/consulting Translation & Interpreting http://www.hispanicresearch.com/translation-and-interpreting Public Speaking http://www.hispanicresearch.com/public-speaking Qualifications Hispanic Research Inc. stands as an industry leader in both qualitative and quantitative Hispanic research. We are experts on the subject. Since 1982 we have interviewed thousands of U.S. Latinos on almost every subject imaginable. We know the Latino mindset; we have studied the background that shapes almost every Latino decision. Our experience in the research industry is also very extensive. We are extremely involved in industry organizations like the Marketing Research Association, the American Marketing Association (AMA), and the Qualitative Research Consultants Association (QRCA). Ricardo López has presented at the last two national MRA national conferences and at the last QRCA national conference and two reginoal AMA events. He is again scheduled to speak this year at the QRCA conference and the Fall MRA conference. He expresses his opinions on the Latino market through regular article submissions to our blog, www.LatinoOpinion.com, and is often quoted in industry publications. We are attaching to this document three recent published articles that exemplify our experience in the Hispanic research arena. 1 Springfield Rd., East Brunswick, NJ 08816 - Tel. (732) 613-0060 - Fax (732) 613-8612 - Email: [email protected] Page 3 Hispanic Research Inc. Partial Client List (Food & Beverage) • Anheuser-Busch Inc. • Becks Beer • Brown Forman • Carbonell Olive Oil • Chick'Fil-A • Coca Cola • Dr. Pepper • Frito Lay • Gallo Family Vineyards • Hormel • Masterfoods USA (M & M Mars) • McDonald's • Pathmark Supermarkets • Pernod Ricard USA • Pueblo Supermarkets • Samuel Adams • Seagram's • Tyson Foods • United Distillers • Wakefern Food Corporation (Shop Rite) • Wendy's Consultants Qualifications Ricardo López and Otto Rodriguez would both be directly involved in servicing this research project. Ricardo A. López President Mr. López has been studying the U.S. Hispanic market for over 25 years. He is often quoted as a Hispanic market expert in business and consumer publications. Some of these publications include QRCA Views, Quirks, Advertising Age, Marketing News, MRA Alert, as well as many national and local newspapers. Mr López understands the complexity of the U.S. Hispanic community. His own Hispanic heritage includes Venezuela, Cuba, Puerto Rico, Costa Rica, and Spain. He has also worked extensively in Mexico, for the government of Spain and is fluent in both English and Spanish. Mr. López started his career on the quantitative side and continues to make inroads in quantitative research. In 2007 he presented at an MRA conference on how to conduct survey research among Latinos and has developed several models to improve Hispanic survey validity. 1 Springfield Rd., East Brunswick, NJ 08816 - Tel. (732) 613-0060 - Fax (732) 613-8612 - Email: [email protected] Page 4 Hispanic Research Inc. Mr. López is also very well versed in qualitative research; he is past President of the Qualitative Research Consultants Association (QRCA) and conducts hundreds of individual and group interviews every year. He is a well-respected member of his hometown in New Jersey and is highly regarded in the marketing research community. He received both a BS and a BA degree in Marketing and Mass Communications from King’s College and an MBA in Marketing Research from Syracuse University. Otto Rodriguez Vice President Otto J. Rodriguez joined Hispanic Research Inc. as a research consultant in 1999. Based on his remarkable accomplishments, expertise and proven track record, he was promoted to vice president in 2001. Otto also manages the operations conducted out of the Miami, Florida satellite office, which serves a variety of domestic and international clients. Otto brings a wealth of multifaceted talents to the marketing research arena. Before becoming a research consultant, he worked in the financial service and insurance industry. Otto has a degree in Business Administration from Miami Dade College, has been a licensed Life, Health and Variable Annuities / Insurance sales representative, a series 6 licensed agent for the National Association of Securities Dealers (NASD), current member of the Qualitative Research Consultants Association (QRCA), and is affiliated with a variety of industry and civic organizations in his hometown of Miami, Florida. Recommendations from Ricardo's LinkedIn Profile • “Ricardo is an expert in his field and I encourage anyone needing research or consulting on the Latino market to speak to him. If you work with Ricardo, you will not be disappointed. He's insightful, extremely knowledgeable and great to work with.” Andy Borinstein, Executive Director at Time Inc. • “Ricardo and I share membership in the QRCA and know each other via its forum and having worked together on an early version of the forum committee. He is a keen insight into the association and his contributions are always sound. I consider him the go-to-guy on any question I might have regarding the Latino community, but that is only one part of his professional abilities.” Barry Deutsch , Principal Owner , DeutschConsult • “Ricardo is a keen observer, great team skills, knows his stuff in depth, and an all around good guy.” Bill Hammer , Owner , Hammer Marketing Resources • “Ricardo Lopez and Otto Rodriguez at Hispanic Research, Inc. are the gold standard when it comes to any kind of Hispanic consumer studies - interviews, focus groups, ethnography, in- homes, intercepts, etc. They work closely with you to understand the purpose of the research and tailor the work and target interviews appropriately. Their breadth of understanding of the diversity within the Hispanic market is outstanding, from country of origin to acculturation and class / income. As a result, they are able to help you focus your studies directly where you can realize the most value. I have worked with them many times and recommend them without reservation.” Alex Ulanov, Senior Principal at The Boston Consulting Group, Inc. (BCG) 1 Springfield Rd., East Brunswick, NJ 08816 - Tel. (732) 613-0060 - Fax (732) 613-8612 - Email: [email protected] Page 5 Hispanic Research Inc. • “Have worked with Ricardo on a wide range of subjects--from beverages to teens to financial solutions to end of life care. Ricardo is a quick study regardless of topic and quickly and easily joins the research and marketing teams contributing an enriched set of marketing insights. Gladly recommend him.” Greg Rathjen, Owner, marketecture • “Ricardo is a business consultant with deep, wide knowledge of the Hispanic market and the years of expertise to make any project a success. He is an excellent teacher of all this related to Hispanic marketing and is also a consummate professional. He is an asset to any project you can think of. Take the time to tap into his excellent expertise!” Lori Hamilton, Owner, Prosperity Productions, and What If Productions • “When I require a Spanish speaking research partner for a project, there is never hesitation in my choice of Ricardo Lopez. In all circumstances where I have worked with Ricardo, my client has given positive