Multicultural Market Research Service

Helping Brands Reach Consumers

The Marketing Access Scorecard is a research-based framework that evaluates how effectively brands connect with diverse consumer audiences — combining UX analysis, mystery shopping, and data-driven evaluation.

Multicultural Expertise

Decades of focused research into how diverse communities interact with brands and institutions

Practical Insights

Research is always translated into actionable recommendations — not just data

Community-Centered

Work rooted in genuine connection with the communities brands seek to serve

The Garcia Research Difference

Three Decades of Consumer Understanding

Founded by Carlos Garcia in 1990, Garcia Research has spent more than three decades helping organizations understand consumers, improve customer experiences, and identify growth opportunities through research and insights.

Carlos Garcia brings more than 45 years of experience in market research, including leadership within major national research organizations and a career dedicated to understanding multicultural consumers.

What is MĀS?

Real Visibility Into the Hispanic Market

Are brands effectively reaching the part of the US Hispanic market that prefers to function in Spanish? Some brands leave money on the table because they don't know this market, they don't see this market, and it feels like it might require skills their staff don't have.

Some do the work and invest in advertising and outreach, but is it effective? Are there improvements to be made? That's where MĀS comes in. We can help any entity with a digital footprint to identify issues and opportunities in the digital space.

What We Are Doing

Research, Not a Digital Agency

We are NOT a digital agency. We ARE a research firm. We utilize AI, User Experience (UX), Mystery Shopping and Qualitative Focus Groups to conduct a multi-dimensional analysis and gather heart-felt emotional input to help brands identify strengths and weaknesses.

AI Analysis UX Evaluation Mystery Shopping Focus Groups Linguistic Analysis
Spanish Is Important To Latinos, Even To The Bilingual

“One is always going to prefer their mother tongue, Spanish. No matter how much you learn the other language — you understand everything and it's all clear — you will still feel more comfortable in your own tongue.“

(Female, 46 years old, unacculturated, Cuban heritage, Maricopa, AZ)

Garcia Research team meeting
Your Work in Context

Comparative Data With Real Meaning

The MĀS project will not throw you into a void — it will bring your data into a solid context of many brands we have already studied so you can compare yourselves to other brands and other categories, not to mention your competitors if you so choose.

As our database grows, we will be able to build statistically reliable norms for even greater credibility and internal defensibility.

OUR MISSION

To create a world where every consumer, regardless of language, culture, or background, can fully access the products, services, and experiences that improve their lives.

Ready to get started?

Let's Build Something More Inclusive Together

Have a project in mind? Let's discuss how MĀS can help your brand connect with consumers you may be missing.

Explore MĀS Services