Who We Are

A National Leader in Multicultural Research and Strategic Planning

Base: Los Angeles

Founders: David Morse and Julio Arreaga in 2003

Goal: To elevate corporate America’s ideas and notions about ethnic consumers.

Approach: Employ innovative research and analytical methods to capture how ethnic groups think, feel, and make decisions about purchasing, brands, communications, and marketing and use this to direct multicultural marketing and business strategies.

Clients: A diverse range of clients including Fortune 500 companies, public institutions, and not-for-profit organizations.

Company Culture: We are lean and nimble. We stay close to the work. We possess high
expectations about the quality and value we provide to clients. We want our clients to
succeed. We believe in advancing the communities we research.

U.S. marketers face demanding new marketing challenges in the 21st Century. Not only are American consumers more demographically diverse than any previous era, they are now as multi-faceted, multi-ethnic, and multi-cultural as the world itself. Today’s American consumer marketplace is an ever-evolving and dynamic landscape. Its consumers are a new breed-encompassing broad cultural influences from around the globe. Unimaginable just a generation ago, U.S. consumers now comprise a multiplicity of faces, tastes, shapes, accents, and new dimensions. To successfully grow, staying on the edge of these shifting cultural trends in the consumer marketplace is a marketing imperative.

We customize our approach for each client as well as toward the specific population segment under study.

We don’t do boilerplate.

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

For us, inspired, culturally-competent thinking feeds into our entire research process 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

U.S. companies and corporations face demanding new marketing challenges in the 21st Century. Not only are American consumers more ethnically diverse than any previous era, these segments are now as multi-faceted, multi-ethnic, and multi- cultural as the world itself.

Today’s American consumer marketplace is an ever-evolving and dynamic landscape. Its consumers are a new breed—encompassing broad cultural influences from around the globe.

Unimaginable a generation ago, contemporary U.S. consumers now comprise a broad array of faces, tastes, shapes, accents, and new dimensions. To successfully grow, staying on the edge of these shifting cultural trends in the consumer marketplace is a marketing imperative.

To help you grow your enterprise, gaining reliable insights about this new consumer landscape is fundamental:

Sound research anchors smart marketing decisions.

However, traditional approaches used in general market consumer research may no longer yield the best insights for your marketing programs among growing new ethnic segments.

For the emerging consumer, innovative methods and creative techniques for gaining new market insights are now as essential as ever.

Strategic Thinking

Companies hire us for our visionary and strategic/collective thinking, for our ability to predict market trends, and for the insights we bring to enhance their particular brand.

Thought Leadership

We regularly present at conferences, we’re consistently quoted in the press, and we have written a book on multicultural marketing. We’re at the forefront of multicultural discussion.

Multicultural Market Expertise

We understand the ever-evolving and dynamic U.S. demographic landscape where cultural blending is creating totally new dynamics in the marketplace.

Innovative Methodologies

We develop and customize research methods and creative techniques to meet the strategic needs of our clients.

Market Knowledge

From the ins and outs of sampling, fieldwork, questionnaire and discussion guide development to the interpretation of results, we’re experts at conducting multicultural market research.

Partnerships

We build long-term relationships with our clients, be it for research, strategic consulting, or cross-division marketing research support.