Stay ahead of the changing U.S. landscape with FRC and our expert practice of conducting successful market research with any U.S. ethnic segment.
From study design and panel specificity to sample representation – our team understands the multicultural segments and will help you gather intelligent data, market knowledge, product insights and competitive intelligence for better strategizing and positioning your offering in ethnic markets.
Quantitative
We know how, where, when and why to use in-culture and /or in-language approaches when speaking to individual multicultural segments. We ensure truly representative multicultural samples are reached when we conduct:
- Product tests
- A&Us
- Ad/Concept testing
- Tracking studies using online
- CAPI
- Intercepts
- Hybrid methodologies for hard to reach sub-segments
Qualitative
Our experienced bilingual/bicultural moderators are skilled at understanding cultural nuances and code switching during the qualitative research process. In-language capabilities include Spanish, Chinese (Mandarin & Cantonese), Tagalog, Vietnamese, Korean, and Hindi.
Acculturation and Respondent Screening
A simple foreign versus U.S. born approach to acculturation is too simplistic. What’s more, asking language skills does not accurately represent the market.
Modified in response to changing technology and communication systems, our current acculturation model is a very effective tool in survey instruments and screening, and also as a quota control device.
- Formative years inside or outside the U.S.
- Individual language preference
- Social circle
Experience
FRC has extensive experience working with Hispanic, Asian American, African American, LGBTQ, Latin American & Caribbean consumers, including in Cuba. Our industry experience includes CPG, Retail, Food and Beverage, QSR, Financial Services and Advertising.