Hispanic & Multicultural Research · Houston, Texas
Hispanic and Multicultural Market Research in Houston, Texas
We help brands understand how people live, shop, and decide with research that’s bilingual by design, not translation.
DLG Research is a full-service, Houston-based market research firm founded in 2005 by Edgardo de la Garza and Elvia de la Garza-Morales. The firm combines qualitative and quantitative methods with deep specialization in Hispanic and multicultural audiences, serving brands across food and beverage, healthcare, retail, and consumer packaged goods in the United States and Mexico.
What is Hispanic and Multicultural Market Research?
Culture, language, and lived experience shape what consumers believe, need, and buy. They also shape how research needs to be designed, moderated, and interpreted.
Hispanic and multicultural market research uses the same core methods as any market research: focus groups, in-depth interviews, ethnography, and surveys. What changes is who’s asking the questions, how they’re asked, and what’s being listened for.
With studies built bilingually from the start, DLG Research catches code-switching and understands the cultural context behind it.
The Difference Is in the Design
General Market Research
VS.
Hispanic and Multicultural Market Research
One study, in English, for a broad audience
Design
Designed for the audience's language and cultural context from the start
Screens on standard demographics
Recruiting
Also screens on language dominance, generation, and acculturation
A trained moderator leads the discussion
Moderation
A bilingual, bicultural moderator reads code-switching and cultural cues
Responses are summarized as given
Findings
Responses are interpreted through cultural context first
May be treated as a single group
Audience
Real differences are identified, then weighed for relevance
May stop at a report of findings
Deliverable
A recommendation: what it means and what to do next
One strategy applied broadly, or several built by segment
Strategy
Shared human truths guide one clear strategy
The Difference Is in the Design
Hispanic and Multicultural Market Research
Design
Designed for the audience's language and cultural context from the start
Recruiting
Also screens on language dominance, generation, and acculturation
Moderation
A bilingual, bicultural moderator reads code-switching and cultural cues
Findings
Responses are interpreted through cultural context first
Audience
Real differences are identified, then weighed for relevance
Deliverable
A recommendation: what it means and what to do next
Strategy
Shared human truths guide one clear strategy
VS.
General Market Research
Design
One study, in English, for a broad audience
Recruiting
Screens on standard demographics
Moderation
A trained moderator leads the discussion
Findings
Responses are summarized as given
Audience
May be treated as a single group
Deliverable
May stop at a report of findings
Strategy
One strategy applied broadly, or several built by segment
What We Do
Combining qualitative depth, quantitative rigor, and practical strategy to help brands understand the people they need to reach—and decide what to do next.
Qualitative Research
Bicultural focus groups, in-depth interviews, and ethnography that reveal the beliefs, language, and lived experiences behind consumer decisions.
Quantitative Research
Surveys, segmentation, and message testing that measure attitudes, behaviors, and market opportunity across Hispanic, multicultural, and general-market audiences.
Consulting & Workshops
Working sessions that turn research findings into clearer messaging, stronger strategy, and practical next steps for your team.
We support brands across consumer packaged goods, healthcare, retail, financial services, and other categories where cultural understanding can shape a better business decision.
The Hispanic Market Research Perspective
An Insights Report from DLG Research
How can brands research Hispanic and multicultural audiences, without making it so complicated that it’s impossible to get right?
This report is DLG Research’s perspective on understanding Hispanic and multicultural audiences without reducing people to demographics or turning cultural nuance into a checkbox.
- Why understanding cultural differences is only the first step
- What connects people across cultures—and what requires specificity
- How to design research that hears more than translation
- How brands can turn cultural understanding into better decisions
- No email required
The Hispanic Market Research Perspective
An Insights Report from DLG Research
How can brands research Hispanic and multicultural audiences, without making it so complicated that it’s impossible to get right?
This report is DLG Research’s perspective on understanding Hispanic and multicultural audiences without reducing people to demographics or turning cultural nuance into a checkbox.
- Why understanding cultural differences is only the first step
- What connects people across cultures—and what requires specificity
- How to design research that hears more than translation
- How brands can turn cultural understanding into better decisions
- No email required
Houston and the Texas Market
Home turf for Hispanic research.
Houston is one of the U.S.A.’s most diverse cities—and it is where DLG’s approach to Hispanic and multicultural research was built.
★Award-winning insights across local, regional, and national stages
We live in the market we study
Mexican, Central American, South American, and other Hispanic communities are neighbors, families, colleagues, and consumers in Houston.
Our methods grew up here
As the definition of the Hispanic market grew, DLG’s methodology did too—beyond language toward generation, acculturation, context, and lived experience.
A phone call away, not a flight
From local facilities and recruiting partners to bilingual moderation, DLG is already connected to the Houston community your research needs to reach.
Connected across the Americas
Houston is a practical gateway for research across U.S., Mexican, and Latin American markets—without treating distinct audiences as one.
Houston and the Texas Market
Home turf for Hispanic research.
Houston is one of the U.S.A.’s most diverse cities—and it is where DLG’s approach to Hispanic and multicultural research was built.
We live in the market we study
Mexican, Central American, South American, and other Hispanic communities are neighbors, families, colleagues, and consumers in Houston.
Our methods grew up here
As the definition of the Hispanic market grew, DLG’s methodology did too—beyond language toward generation, acculturation, context, and lived experience.
A phone call away, not a flight
From local facilities and recruiting partners to bilingual moderation, DLG is already connected to the Houston community your research needs to reach.
Connected across the Americas
Houston is a practical gateway for research across U.S., Mexican, and Latin American markets—without treating distinct audiences as one.
★Award-winning insights across local, regional, and national stages
How We Work
Market research works best when it leads somewhere strategic. Instead of stopping at “here’s what people said,” DLG Research turns consumer feedback into clear directions for the decisions ahead.
Understand the real question
A research brief is only the starting point. We take time to understand the business challenge, the people involved in the decision, and where a change can realistically make a difference.
Do the due diligence
Every study calls for its own mix of trusted methods, modern tools, and the right people in the room. We design and conduct research around the client, the question, and the consumers whose experiences can answer it.
Find the human truth
Insightful research uncovers the human element that holds the evidence together: the needs, motivations, and meaning beneath individual answers.
A smarter path forward for the brand, the work, and the people it serves.
How We Work
Market research works best when it leads somewhere strategic. Instead of stopping at “here’s what people said,” DLG Research turns consumer feedback into clear directions for the decisions ahead.
Understand the real question
A research brief is only the starting point. We take time to understand the business challenge, the people involved in the decision, and where a change can realistically make a difference.
Do the due diligence
Every study calls for its own mix of trusted methods, modern tools, and the right people in the room. We design and conduct research around the client, the question, and the consumers whose experiences can answer it.
Find the human truth
Insightful research uncovers the human element that holds the evidence together: the needs, motivations, and meaning beneath individual answers.
A smarter path forward for the brand, the work, and the people it serves.
Selected Work
Select Milk Producers
Selected Work
Select Milk Producers
Who We Are
Twenty years on every side of the research table.
Siblings Elvia and Edgardo founded DLG Research in 2005, united by a lifelong passion for uncovering what moves people and brands. Now celebrating 21 years in business, they blend their distinct strengths and shared vision to deliver deeper, more human insights—complementing each other to serve clients with energy, expertise, and partnership that lasts.
American Marketing Association
Association of National Advertisers
Hispanic Marketing Council
Houston Business Marketing Alliance
Who We Are
Twenty years on every side of the research table.
Siblings Elvia and Edgardo founded DLG Research in 2005, united by a lifelong passion for uncovering what moves people and brands. Now celebrating 21 years in business, they blend their distinct strengths and shared vision to deliver deeper, more human insights—complementing each other to serve clients with energy, expertise, and partnership that lasts.
American Marketing Association
Association of National Advertisers
Hispanic Marketing Council
Houston Business Marketing Alliance
Questions About Hispanic Research in Houston
Don’t see your question? We’re happy to talk it through.
What is Hispanic market research, and how is it different from general-market research?
It studies how language, culture, and acculturation shape consumer behavior, using methods built bilingually from the start rather than a general-market study translated after the fact. See the full comparison above.
Where does DLG Research conduct focus groups in Houston?
Right here in Houston, where DLG is headquartered. We run sessions in focus group facilities across the Houston area with our own bilingual moderators, so fieldwork is a phone call away, not a flight. DLG also fields research across other major U.S. Hispanic markets and in Mexico.
Do you moderate research in Spanish?
Yes. Our moderators run sessions in Spanish, English, or both within the same group, depending on what best surfaces authentic responses.
Can you research Hispanic consumers outside Texas, and in Mexico?
Yes. DLG has fielded work across major U.S. Hispanic markets and in Mexico, including the cross-border research behind our work with Farmacias del Ahorro.
How do you recruit bilingual and Spanish-dominant participants?
Through recruiting networks built specifically for Hispanic and multicultural audiences, screened on both demographics and acculturation level, not just whether someone speaks Spanish.
Let's Talk Market Research
Whatever’s got you thinking about Hispanic or multicultural research (a new market, a stalled campaign, a brief that doesn’t quite fit), we’re happy to talk it through. No pitch deck required.
- DLG Research, 1346 Westwick Forest Lane, Houston, TX 77043
- (832) 723-1819
- info@dlgresearch.com
Send us a note
This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
STAY UP-TO-DATE
Get the latest news about DLG Research, events and insights.
This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
STAY UP-TO-DATE
Get the latest news about DLG Research, events and insights.
This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.