Changing Paradigms

Just as "mass marketing" moved into "targeted marketing," which in turn paved the way for ethnic marketing, we now find ourselves rethinking traditional ethnic marketing as it has been practiced, particularly when it comes to research.

Traditional “ethnic marketing” research has too often categorized ethnic consumers into a monolithic market, ignoring important nuances of acculturation, lifestyle, socio-economics, and psychography. “In-language” research is too often a simple cover for “in-culture” research, and vice versa.

For us, inspired, culturally competent thinking feeds into our entire research approach and orientation. In addition to language and ethnicity, we account for regional, generational, acculturation, and lifestyle factors that also play a powerful role in determining how new consumers behave in the increasingly eclectic American marketplace.

To learn more about our research philosophy, check back regularly for updates for more featured thinking.