By Dulce Alonso, PhD In multicultural market research, two key methods—focus groups and in-depth interviews (IDIs)—are essential tools for uncovering consumer insights, particularly when researching diverse […]

By Dulce Alonso, PhD Our society is changing quickly. Even though we are more connected than ever, the cultures that live in our communities are becoming […]

By Dulce Alonso, PhD Without embracing research of multicultural audiences (multicultural market research), organizations risk becoming outdated as the economy increasingly becomes more diverse. Businesses need […]

By Dulce Alonso, PhD When a business needs to conduct in-depth interviews or focus groups to better understand and obtain feedback from Hispanic consumers, the role […]