Top Ten Brands on Shared Values for 2020
December 16, 2020
Read on to find out which brands consumers identify as sharing their values – and the practices they used to get there.
Use Culture to Connect Effectively and Efficiently Across Consumer Segments
1
Size the Multicultural Growth Opportunity
Our size-of-prize analysis calculates your unique multicultural 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 BrandRate brand health tool embedded in our Latinum and genYZ 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.
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The Latest Cultural Fluency Insights
While Love of Family Is Universal, Representation Must Be Nuanced
December 14, 2020
Family is a commonly shared value across diverse segments, but that doesn’t mean it’s one-size-fits-all. Read on to understand the nuances within multicultural family life for authentic representation and effective connection on the path towards Cultural Fluency.
Race, Ethnicity is the Most Important Part of Identity for Multicultural Consumers
December 2, 2020
Understanding consumer identity is key to building authentic connections. Read on for actionable insights.
Measuring The Cultural Fluency of Healthcare Brands
December 2, 2020
Our latest BrandRate study revealed that many health insurance companies fail to resonate with multiple cultural segments.
Measuring the Cultural Fluency of USA Today’s “National Brand Statement” on Black Lives Matter.
October 19, 2020
Our latest AdRate study explores multicultural consumers’ reaction to USA Today’s official statement on Black Lives Matter.
Measuring the Cultural Fluency of Ads: Home Care
October 9, 2020
In our latest AdRate study, we tested a Lysol ad called “Questions Need Answers”, released in July 2020.
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