multicultural market research+
Cracking the Multicultural Code; Not Multicultural Research— Transcultural Research!
Today’s “multicultural” consumers are not just "Hispanic", "Asian" or "Indian" they are multi-dimensional, micro-segmented and reflect the changing tastes and lifestyles within the general market, further fragmenting the marketplace and redefining the concept of “multicultural marketing” as we have understood it.
In order to connect with this powerful demographic, marketers must go beyond using focus groups or the usual data collection methods which are so often invalid in the transcultural marketplace and use methods that reveal the consumer's true needs, desires and aspirations.
Transcultural Immersions are cultural deep-dives that use the power of contextual research, including ethnography and other observational methods to deliver culture-based consumer centric insight into understanding the behavior and lifestyle of today's transcultural consumers.
Go on a 360˚ immersion into the life of today's transcultural consumers. Transcultural Immersions™ include a series of experiential and ethnographic excursions to understand the context of how your customers live, work, think and shop in real time. You'll gain invaluable cross-cultural insights into their lifestyles, habits, attitudes, tastes, needs and aspirations.
Transcultural Immersions are cultural deep-dives tailored to meet the unique needs, challenges and budget of each organization and utilize one or more of the following methodologies:
- Brand or market assessment within the targeted population to identify challenges and opportunities.
- Ethnographic studies, including a series of on-site observations to witness behavior in real-time and one-on-one interview and/or peer groups to discuss the product or service.
- Field excursions into selected communities and/or on-site visits with local community, business leaders and peers.
All Transcultural Immersions™ are videotaped to capture the quotidian, the unexpected, the nuances and the unarticulated which are translated and synthesized into a video report (DVD format) of key findings and recommendations.
Interested in learning about today's emerging market consumers first hand?
Let us design a customized 360°market immersion and witness the future of the emerging markets today.
Research Without Borders; Understand Tomorrow’s Markets Today™