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
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Cultural Learning Engine
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
You asked and we delivered: insights on holidays and occasions are here! Make the most of seasonal festivities by using this data to better connect with both younger and older consumers.
Christmas is a widely celebrated and much-loved holiday across racial and ethnic segments. And the associated spend is massive—more than 1 trillion dollars in 2018! Brands should go big during this festive season to ensure they capture their share of America’s increasingly diverse population.