El Paso is one of the most underutilized but valuable cities for focus groups, particularly for brands seeking insights into the Hispanic consumer experience, military families or cross-border commerce. More than 80 percent of the city’s population identifies as Hispanic, and a majority bilingual or Spanish-dominant, which makes El Paso unparalleled for testing authentic Spanish-language messaging and bicultural campaigns. El Paso is a city where cultural nuance is not only respected, but it’s lived every day.
Fort Bliss is one of the largest military bases in the United States and is in El Paso. This proximity provides researchers access to active-duty service members, veterans and military families, and makes the region a valuable testing ground for industries including education and health services to logistics, finance and defense technology. El Paso is a community with education and educational attainment that match much of the U.S., and the city’s households represent millions of similar families often overlooked by national testing.
El Paso gives researchers keen insights into price sensitivity, family decision-making and messaging clarity. With our portable focus rooms, clients can conduct intimate, high-impact sessions across a variety of neighborhoods and audience types in El Paso.