Hola Insights | Services

We get to the heart of the Hispanic customers' needs, desires, beliefs, decision-making, and more. Our qualitative market research uncovers the critical insights you need to extend your products, services, and marketing campaigns to a Hispanic audience. Trust us to bridge the cultural divide between your brand and the Hispanic market, we also take care of your GenPop projects.

We do research by moderating focus groups, online bulletin boards, ethnographies, in-depth interviews (including cognitive interviews), and shop-alongs in English and Spanish for government agencies, brands, and research firms that seek a competitive advantage. The Hispanic market represents an enormous opportunity for organizations that want to leverage its buying power.

Focus Groups

We moderate focus groups in Spanish and English with participants who have similar challenges, pain points, interests, or experiences. We keep the conversation relevant to the research objectives, ensuring you get the insights you need to power your innovations, messaging, and initiatives.
Our moderators are native Spanish speakers. As cultural natives, they are culturally sensitive and ask the right questions, listen for cultural nuances, and analyze participants' responses in the correct context.

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In-depth Interviews

In-depth interviews (IDIs) are useful when examining complex, sensitive, or confidential subjects. For example, many participants wouldn't feel comfortable discussing personal health, divorce, and finances with a group of strangers. IDIs offer a more personal and confidential alternative to gathering critical insights.
With our expertise in Hispanic culture and language, we can conduct IDIs to uncover how your target Hispanic markets solve particular challenges, search for solutions, and their paths to purchase.

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Shop-Along Research

We provide Shop-Along market research to measure in-store and online customer experiences. We conduct interviews in English and Spanish and can travel to meet your customers anywhere in the United States.
With this type of ethnographic study, you can learn shoppers' motivations and paths to purchase. Discover journey maps; decision trees; category adjacencies; responses to shelf sets, planograms, and point of purchase displays; barriers to shopping or purchasing; and reactions to store changes.

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Focus Groups

A focus group typically brings four to six participants together to discuss particular topics. These groups are usually helpful in consumer research in the following scenarios:

When you want to learn from people's conversations and interactions

When the brand wants to understand the needs, thoughts, and feelings of the target audience

When you need to explore consumers' perceptions of your brand

When you want to clarify and further understand data from survey research

When you want to understand consumers' purchase decisions and processes

When you want to explore use-cases for your product or service

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In-Depth Interviews

If you are in a highly-regulated industry with sensitive or confidential information, you may need to use in-depth interviews (IDIs) to get participants to open up about their experiences for your research project. Many people find one-on-one interactions preferable to group dynamics, so IDIs offer a great alternative for qualitative data gathering.
IDIs are also ideal when the target participants have limited availability and cannot attend a scheduled focus group. We can do interviews in person, by phone, or online at the participants' convenience.
We can facilitate interviews in Spanish, English, or both. The goal is to take language barriers out of the equation and make the participants comfortable to share freely.
Our qualitative interviewing skills go beyond just language. With our knowledge of the Hispanic culture, we pick up norms and nuances that other market research firms will miss. These are critical pieces of information to make insights actionable.
We offer in-depth interviews including:

Dyads

Triads

In-Person

Phone

Virtual

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Shop-Along Market Research

When you want to understand your customers and their in-store shopping experience, the shop-along market research study provides great shopper insights. We can go anywhere in the U.S. and conduct interviews in English or Spanish. We also provide thorough, detailed, and timely analysis.
The Hispanic shopper views purchases differently, navigates stores differently, has unique paths to purchase, and views brands and packaging differently than non-Hispanic shoppers. The shop-along is an effective way to understand how this target market interacts with your brand, category, or competitors.
Ethographic studies like shop-alongs are exceedingly good at getting inside the shopper's mind at the moments of decision. Use shop-alongs when you want detailed point of purchase insights. We can help you with:

Multicultural understanding

Conduct interviews in English and Spanish

Detailed reporting

Travel anywhere in the U.S.

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Schmidt Market Research

We recently were asked to conduct qualitative research among Hispanic consumers in a community that our client was looking to build a strong connection with and ultimately establish itself as go-to partner for the Hispanic community.
From the get-go, it was clear that we would need to rely on a Hispanic moderator to partner with on this research. We met Natalia through our network and knew immediately that she would be well suited for this project. Natalia was knowledgeable and very responsive to our needs and questions. She went above and beyond many times by offering suggestions or a different point of view.
The engagement was collaborative from the start, and Natalia worked with our team to develop a guide that addressed many of the nuances related to engaging with multi-cultural audiences. Her discussion guide was on point, and she assisted us with the recruiting process, which was challenging as we focused exclusively on a narrow set of zip codes.
Natalia led the groups with a level of expertise and wisdom we were hoping for. In addition, she was very relatable to the group of participants and was able to establish a rapport that got to the insights we needed.
What also struck me was her empathy. One part of the groups required the participants to write down some thoughts as part of an exercise. One participant recently had hand surgery and could not write. Natalia went next to her and helped her with the exercise and wrote down the insights on her behalf. It was a beautiful moment.
We clearly were a team – our end client also appreciated the work that Natalia provided. Her report was on the mark and required no major edits. She was asked to present the results to the senior team as her insights make the results more impactful to the business.

Cheryl Halpern

President, Halpern Research

Natalia was a thoughtful, flexible and responsive partner on a recent project from the initial bid through the final presentation. She is intelligent and insightful. Her empathy and understanding of the Hispanic culture made her a valuable resource for me and my client!
We moderated simultaneous online discussion boards in English and Spanish, and it was a delight to chat and text with her throughout the days (and evenings!) to compare and contrast our learnings.
She was appropriately sensitive to issues of special interest that were highlighted before the project began, but also picked up on additional nuances that arose in context.
She was a tremendous support during the analysis phase as we coded and analyzed approximately 1,400 responses on each board.
She was adept at reviewing (and proofing) my draft of the English-language findings, and then articulating the differences she extracted from the Spanish-language discussion.
I would be delighted to collaborate with Natalia again!

Regina Szyszkiewicz

Founder, Ten People Talking

Natalia has been a wonderful addition to my qualitative research projects that require a Hispanic interviewer.
She partners well and is able to provide guidance regarding Hispanic screener and guide design, and to identify salient research insights unique to the Hispanic participants.
However, what makes her a great partner is who she is as a person. She is professional, flexible, conscientious and a delight to work with.

K.L.

Research Director

Hola Insights was extremely helpful on a recent project we conducted, where we wanted to test survey language among US-based Spanish speakers.
Natalia provided many helpful suggestions based on her experience, and collected many pieces of valuable feedback through her interviews. She was very flexible and kept all of our concerns and goals in mind throughout the project.

S.A.

Client from a Fortune 200 Packaging Company

All the feedback we received after your speaking engagement with us was overwhelmingly positive. Your event was the most well-attended event we hosted over Hispanic Heritage month.
People found the content interesting AND useful in a business sense. It highlighted not only the importance of Hispanics/Latinos as a demographic to businesses, but also helped us understand that this group has many facets and understanding / adjusting to those differences is critical to connecting. You were also very easy to work with and receptive to our specific needs / desires for the session. In short, we loved having you share your expertise with us and are looking for reasons to bring you back!

Shannon Hein

Business Specialist at City of Fort Collins

Natalia Infante was a dream to work with. She was able to provide support for an important project requiring cultural relevance and expertise, empathy, patience, research skills, excellent customer service, and follow-up.
She was able to hit the ground running and engage with more constituents and more importantly at a deeper level, making the project a huge success. I would highly recommend Natalia to help with your research projects.

Garry Auld, PhD

Colorado State University, Food Science & Human Nutrition, Faculty Member

For over 10 years, I have worked with Dr. Infante-Caylor on multiple research projects targeting the low-income audience. Most of these projects involved qualitative research protocols (moderating multi-state focus groups and conducting individual interviews in Spanish and English), and formal analysis of transcripts to address research objectives.
Other projects consisted of developing training paraprofessional educators, developing new evaluation tools as well as a training DVD for moderators, e.g., assessing how completing a program affected participant’s quality of life. In all these endeavors, Dr. Infante-Caylor acted in a professional and timely manner. I thoroughly enjoy my interactions with Natalia and continue to involve her in projects whenever possible.

Eric Snider, PhD

Lifestory Research Corporation

I want to thank you for your support during the assignment. I was delighted with your skills and aptitude in facilitating the focus groups. I hope we can find future opportunities to work together!

Dena Jardine

Economic and Workforce Development DepartmentLarimer County, Colorado

Thank you for all of your dedication, positive energy, astuteness, and willingness to go the extra mile. It has been a pleasure working with you and I look forward to learning more next week.

Jesse Esparza

CEO, Morning Sun Enterprises

Natalia is a professional with integrity, dedication, and loyalty to each of her clients. As I work with Natalia and see how she works with her clients, I am always so impressed with how personable she is and committed to fulfilling each and every need.
She takes the time to listen, as she works to accomplish and provide a meaningful outcome for each client.

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