Qualitative Research in the Caribbean

HRG offers the full range of qualitative methods across Caribbean markets: focus groups (6-10 participants, in-person or online), mini-groups (4-6, for specialists or executive segments), in-depth interviews (1-on-1, 45-90 minutes), paired depth interviews (2 participants, household or couple decision studies), ethnographic research (in-home or in-store observation, 2-4 hours), shop-alongs (accompanied shopping for path-to-purchase insight), and online bulletin boards (asynchronous communities over 3-7 days). All methods are available in English and Spanish across Caribbean and Latin American markets.

HRG operates or has access to focus group facilities with viewing rooms and video recording in Jamaica (Kingston and Montego Bay), Trinidad and Tobago (Port of Spain and San Fernando), Barbados (Bridgetown), Dominican Republic (Santo Domingo and Santiago), and the Bahamas (Nassau). For other islands including Guyana, Suriname, St. Lucia, Grenada, Cayman Islands, and Belize, HRG uses certified partner venues that meet our facility standards for AV recording and client observation.

A typical Caribbean qualitative project covering 2 to 3 markets (e.g. Jamaica, Trinidad, Barbados) with 4 to 6 focus groups per market costs USD 35,000 to 65,000 fully inclusive of recruitment, moderation, travel, transcription, analysis, and a written report. Single-market projects (e.g. Jamaica only, 4 groups) cost USD 10,000 to 18,000. In-depth interview programmes (12-20 IDIs across 2 markets) cost USD 12,000 to 22,000. All projects are priced on a fixed-price basis. HRG provides quotes within 48 hours.

A standard multi-market Caribbean qualitative project runs 6 to 10 weeks from briefing to final report: screener design and approval (1 week), participant recruitment per market (1 to 2 weeks), fieldwork across markets (2 to 3 weeks including travel), analysis (1 to 2 weeks), and report writing (1 week). Single-market projects can complete in 4 to 5 weeks. Rush timelines (3 to 4 weeks) are available for single-market, simple screener projects.

Yes. HRG offers Spanish-language qualitative research across the Dominican Republic, Puerto Rico, Cuba, Haiti (French and Haitian Creole), and all Spanish-speaking Latin American markets including Colombia, Mexico, Panama, Costa Rica, and Ecuador. Spanish-language focus groups are moderated by native speakers trained in HRG methodology. Bilingual English-Spanish fieldwork is available for dual-language markets or cross-border Caribbean-US Hispanic studies.

Focus groups work best in the Caribbean for brand perception, advertising testing, product concept evaluation, and topics where social dynamics and group discussion produce insight. IDIs are preferred for sensitive topics (personal finance, health, family decisions), B2B research (executives, professionals), studies where group dynamics may suppress individual opinions, or when geographic spread makes group assembly impractical. In some Caribbean markets (e.g. smaller islands under 100,000 population), IDIs are often more practical than focus groups due to limited participant availability and facility constraints.