Our approach to understanding Culture is unique in the market. We apply “the Compass,” our proprietary research framework for navigating America’s cultural transformation, to support members along four major vectors:
“Who We Are” – quantifying core values, attitudes and behaviors.
“How We Live” – the passion points where attitudes come to life
“How To Reach Us” – the media landscape and advertising
“How We Buy” – sector-specific consumer insights
What works and what doesn’t? Our passion is to decipher the causal connection between cultural attributes, the cues and nuance of cultural expression and how consumers from different cultural backgrounds perceive and buy brands.
Conventional approaches rely on indexing different segments to general population norms, but we go further. We apply machine learning to determine what actually matters to brand perception and purchase intent, developing unique profiles for each segment that become increasingly accurate over time.
Ryan Miller, Client Services Director
The Latest in Multicultural and Generational News
The LGBTQ+ community in America is young, fast-growing, and diverse. And it should be part of every brand’s growth strategy! Dive into our research for strategic insights on what makes this group unique and how you can connect with them to drive brand growth.
Our latest BrandRate study measures the cultural fluency of Apple Music. Read more to see how this brand resonates with multicultural consumers.
In our latest AdRate study, we measured the Cultural Fluency of Heineken’s responsive advertisement, “Connections”.
Is your brand effectively appealing to the culinary and dining preferences and passions of Hispanic consumers? Food plays an important role in cultural identity among Hispanics. It combines historic flavors with current trends, creating a source of cultural pride and connection.
Unleashing culture to drive brand growth