Marketing Challenges for A New Era
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.
New Opportunities in a New World
To help you grow your enterprise, gaining reliable intelligence 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 agendas among these growing new ethnic consumers. Innovative methods and creative techniques for gaining new market intelligence are essential for actionable marketing campaigns, especially for the multicultural marketplace.
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.