Cultural Fluency Roadmap

Five Steps to Win in Multicultural America.

Use Culture to Connect Effectively and Efficiently Across Consumer Segments

Hispanic • Black • Asian • Gen Z • Millennial • Women • LGBTQ+ • New Wave • Parents • Kids

1 Size the Multicultural Growth Opportunity

Our size-of-prize analysis calculates your unique diverse consumer growth and fair market share opportunity. Our proprietary methodology shows how you can spearhead category growth versus share growth through a combination of approaches.

2 Assess Brand Cultural Fluency

Get a head start on assessing where you stand versus competitors, and why, with our CultureRate:Brand brand health tool embedded in our consumer research platforms. Go further with comprehensive audits to assess each brand in your portfolio.

3 Define Cultural Traits in Your Category

Take attitudes and usage (A&U) studies to a new level by incorporating cultural attributes, group traits and cultural proximity analyses. These insights help you understand the profiles of consumers more likely to buy your product in each demographic.

4 Map Cultural Traits to Your Brand Equities

How well do your brand equities connect to your target consumers in each demographic? Our Equity Mapping engagements reveal how well your brand is likely to connect with the Group Traits of your target demographics.

5 Link Consumer Insights to Go-to-Market Execution

We help you find new opportunities to inject consumer insights into execution. Next we’ll explore ways to turbocharge your creative, seed look-a-likes for digital marketing, transform influencer marketing, and more.