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Qualitative Research in Asia

Mauricio Remba (Mexico)

Interviews taken by Piyul Mukherjee with Qualitative Researchers Worldwide

> Tell us a bit about yourself -- your family, job, interests...

I am married to Patricia, a wonderful woman who is a psychologist. We lived in Los Angeles for almost four years. We have a son, Ilan, who is seven years old born in LA, and a daughter, Tamar, who is five years old, born in Mexico.

I am the CEO of Interface Mercadológica, which is a full-service market research agency. We conduct Qualitative and Quantitative studies. We work with our own recruiting and fieldwork team and moderators. In addition, we have two-state-of-the-art, one-way mirror facilities, where real-time videostreaming can be provided to the entire world. Additionally, we conduct telephone interviews using a CATI system for Quant or Qual.

> What was the main attraction for coming to the QRCA conference in Phoenix?

I do not have only one particular main attraction for coming to the QRCA conference. My first conference was in San Diego, then Toronto, New Orleans, and Phoenix was my fourth. Actually for me there are several reasons: It is an excuse for getting away from the routine. It gives me the opportunity to learn new trends developed in and for the market research industry that I can probably apply with my clients. In addition, I am able to put a real face to the voices and/or e-mailing and chats of all the people I have been in touch throughout the time that I have been a member of QRCA, since 2000.

> How is one QRCA conference different from the next anyway?

Besides the physical location, which is obvious, each conference is different in several ways. Starting with the organizing committees, each one imprints its own energy and touch, following with the themes and topics to be presented at the conference. Finally, the newcomers revive and ensure the continuity of the organization.

> I read somewhere recently that “the future of Market Research was yesterday.” In other words, there is a feeling that good people are no longer coming into MR. What is your opinion?

In some ways it is true. It is not easy to find good people to work in this industry. As far as I am concerned, at least in my country, there is a lack of communication and information targeted to the universities and other educational institutions where we could reach new talents. In other words, probably, not many people know about the MR industry, how it works, and what we do. When students go out to the real working world, mainly in big and medium-size companies, they recall having taken some courses of MR as part as their curricula, but the importance of conducting secondary research is not absorbed by the students late in their career, or not as strong as it could be.

> In 2004, what do you feel has been the most significant historical moment for the entire world?

So far, the impasse between Arafat’s death and the new election to come of the Palestinian people. I believe this moment is a great opportunity for the Palestinians to improve their political social and economic situation. In addition, the stability in the Middle East influences enormously the entire equation of the globe.

> In a past interview, Enrique Domingo from Spain wished he could meet Cervantes, if he could meet anyone from history over dinner. Whom would you like to meet?

If I would have the opportunity to meet someone from history, I would choose Moses ben Maimon (RAMBAM). He was a twelfth ­century Jewish sage that covers an amazingly large number of activities. Maimonides was the first person to write a systematic code of all Jewish law. He produced great philosophic statements, published commentaries on the Bible and other books; served as physician to the sultan of Egypt; wrote numerous books on medicine; and, in his "spare time," served as leader of Cairo's Jewish community. In addition, he knew astronomy and traveled a lot.

The reasons for choosing RAMBAM are because I am impressed with his achievements, knowledge, and human values. He represents to me the balance between spirituality and materiality.

> Is the Mexican food that is available in the US truly Mexican? (I know that the Indian food isn’t!)

In 95% of the restaurants where “Mexican food” is served, I would say, NO! It is not. In order to prepare real Mexican food, the spices must be mixed in such a manner that the original flavor of the main ingredient is not lost, rather it is enhanced. To give an example, chicken mostly tastes like chicken with some other tasty flavors, that when mixed correctly they can provoke a culinary orgasm. Mexican food uses not only “chilis Jalapenos,” there are dozens of other types of “chilis” that are used for different dishes and combinations. Yes, Tabasco sauce is tasty but it is not a Mexican flavor. The spiciness of the Mexican “chilis” is felt, not only in the front of the tongue and in the lips, as with the Tabasco, rather it is felt in the entire tongue and mouth, neck, head, ears, nose, and finally the stomach (with its complications).

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