As part of their decision to make diversity a priority, a major public broadcasting company was looking to connect with a broader Latinx audience in the nine Bay Area counties. They wanted to better understand who Latinx are and their diversity; as well as their needs, attitudes and perceptions regarding media content.
To provide a comprehensive and engaging picture of the Bay Area Latinx Audience, VHR conducted a 3-phase research project that included secondary research, a media diary, a series of in-depth interviews with bilingual and English dominant Latinos from different origins and walks of life, couples and multi-generational families, and a quantitative survey to validate major areas of interest.
- Results lead to a very comprehensive and rich picture of how Latinx people feel they are represented and how they would like to be. We delivered three independent reports plus a consolidated report combining all findings in one story; and two videos where participants explained their perceptions and needs in their own words.
- The richness of the findings and recommendations, led to immediate changes and additions to their contents plus the development of a broader strategy that is still ongoing.

An international fintech company was looking to gain a deep understanding of its target audience and market in Latin America to inform its brand strategy.
- VHR QR was brought in to partner with a strategy agency to help design, oversee, and analyze the qualitative research approach in two major LATAM markets.
- The qualitative approach included three main components:
  1) an ethnographic immersion that provided broader context to the interviews and group discussion findings
  2) a series of group discussions and
  3) in-depth interviews with users
  4) interviews with sellers to better understand main customer questions, pain points from a different perspective.
- A quant phase was conducted in parallel
Combined findings from the different phases helped explain the current situation and delineate potential strategic new avenues.

Knowing that an important number of employees do not have access to employer-sponsored retirement programs, putting them in disadvantage, a major non-profit was looking to develop and evaluate messaging to encourage low-income Latinos in California to enroll on a retirement savings program from early ages in their working life.
- VHR conducted a 2-phase research project to learn from younger and older low-income Latinos in rural and urban areas. The qualitative phase allowed us to better understand their perceptions, beliefs and habits regarding saving, and gauge their reaction to different concepts.
- After a working session with multiple stakeholders to refine the messages, we conducted a quantitative phase to validate them.
Findings and recommendations helped to inform and tailor the tone to their strategy and communication campaign.

A web-based support network for early childhood educators and childcare providers (that VHR worked with during its creation stages as well) was looking to add a new section dedicated to inclusion of children with special needs.
- To better understand educators’ experiences, challenges and needs, we conducted a series of webcam enabled focus groups with educators and childcare providers.
- Participants were from diverse ethnicities, origins, religions, first languages and backgrounds. This helped had a broader spectrum of experiences, needs and points of view.
Findings were used to enrich the resources they provide to educators and to connect them with the services, sources and networks that could offer further support in specific situations.

A community college was looking to improve program and service offerings to best suit the needs of lower-income and underprivileged adult learners and develop new ways to communicate with them. They were particularly interested in hearing from Spanish-dominant and bilingual Latinos, Black and African Americans, veterans, and formerly incarcerated youth
VHR conducted a series of focus groups that elicited rich conversations. It was through the exchange of opinions and experiences that people organically expressed their barriers to pursue further education, their fears and expectations, as well as what could make a college program a viable option for them.
- By identifying the main barriers and information needed to bridge existing gaps, the college was able to work on new outreach strategies.
- These results informed further discussions on potential programs and services to address different needs.