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
Our post-Superbowl survey on the halftime show found that Hispanic, Black, and White consumers in the “New Wave” (ages 18-39) are receptive to Hispanic culture and messaging.
In a climate of increasing tribalism exacerbated by social media polarization, advertisers must appeal to the most complex mix of demographics in American history while steering clear of unintended backlash.
Learn about our Cultural Fluency Framework and how applying our three-part approach can help connect your brand equities more reliably to the Group Traits of these consumers.
The New Year’s holiday offers brands a wide range of opportunities to activate Multicultural Americans. Read the research to deepen understanding of how these diverse consumers celebrate the holiday and how best to activate them.
Unleashing culture to drive brand growth