Trans-Adaptation: Language
Spanish-language usage is yet another factor that needs to be taken into consideration when designing a U.S. Hispanic study, and language used most often at home is commonly used as a demographic measure to determine the level of acculturation. On a national level, the vast majority of Hispanics speak Spanish regularly (80%). More than half are Spanish dominant (56%) – meaning they speak Spanish exclusively at home, 24% are bilingual – they speak Spanish and English equally and just 20% are English dominant – speaking English exclusively.
Upon closer examination of the top 10 U.S. Hispanic markets, we once again see great variations depending on geography; some markets display significant variations from the “norm” in Spanish-language usage mainly due the presence of recent arrivals in those markets among other determining factors.
| Nat'l. | LA | NY | Mia | Hou | Chi | Dal | SF | Pho | SA | McA | |
|---|---|---|---|---|---|---|---|---|---|---|---|
| English Dominant | 20% | 21% | 14% | 13% | 17% | 17% | 20% | 15% | 18% | 42% | 18% |
| English and Spanish Equally | 24% | 22% | 28% | 24% | 18% | 26% | 28% | 29% | 20% | 24% | 32% |
| Spanish Dominant | 56% | 57% | 58% | 63% | 65% | 57% | 52% | 57% | 62% | 34% | 50% |
While Spanish is the universal language among Hispanics and 80% of them speak the language at home, there are distinct differences in the Spanish spoken between different countries – especially between Spain and Latin America. Therefore, the tools we use to research these consumers (i.e., questionnaires, discussion guides, concept and positioning statements, etc.) need to account for these differences.
Moreover, it is important to speak the language of the respondent. Being too formal may be intimidating to the respondent, particularly if they come from a humble background and/or have a lower education level. On the other hand, being too colloquial or casual may be perceived as being disrespectful and uneducated. Applying sensitivity and intelligence to these issues are imperative to successfully reach the Hispanic consumer.
Simply translating your English documents to Spanish may not be enough to guarantee your respondents are understanding the true meaning you are attempting to communicate. RTi has the experience and expertise needed to develop and present communication pieces in a pan-Hispanic way to be understood by all.