One of the most fundamental principles of effective marketing is understanding who your target demographic is and what messaging will resonate most with them. But that’s not quite as straightforward as it may sound. Especially in the current cultural climate, understanding the complexities of multicultural segmentation is essential to reaching
Trying to gain a competitive advantage in today’s marketplace can be a huge challenge for companies in a variety of industries. The traditional approach marketers have used to identify and speak to their audiences—painting target audiences using broad brush strokes and generic labels—no longer works. In today’s world, where people
The Lunar New Year is being celebrated across AAPI cultures. Yet in America the news stories, posts, promotional events and product displays often label this celebration, Chinese New Year. Or use the Chinese astrological term, Year of the Horse. Why? Almost half of Americans report Chinese ethnicity comes to mind
Are you excited about Bad Bunny’s Super Bowl performance this weekend? Have you been studying Spanish in anticipation? At Ebony Marketing Systems, our staff of bilingual multicultural moderators are especially trained to identify ethnic-bound perceptions providing in-depth cultural insights. Check out our Super Bowl video about our translation services:
In the 2000s, the U.S. population shifted to the South and the West away from the Northeast and the Midwest— a trend projected only to accelerate in the next two decades. How is your marketing acknowledging this regional diaspora? For example, if you are doing market research in North Carolina,
Most companies understand the importance of effective market research for developing messaging strategies that target the right audiences and successfully connect with the desired consumers. But conducting effective market research can be tricky, especially in a society defined by cultural and socio-economic diversity. That’s where cultural fluency comes in. Cultural
Current data practices reduce the visibility of Native Americans. The Brookings Institutes has tracked two major sources of misclassifications: The concept of “race” on the US census can be a problem for Native Americans as Native Americans may not consider their Indigenous identity or tribal affiliation as a race. Native Americans tend
As members of Generation Z and Generation Alpha mature and come of age, their influence on consumer trends and the economy is becoming more impactful. The unique characteristics of these younger generations are largely shaping the ways marketers target their messages to better appeal to these audiences. Among the most
Reggie Alston, VP of Qualitative Research, and Shirley Worthington, Development Specialist, at Ebony Marketing Systems recently contributed an article, “Qualitative Insights That Build Trust: Community-Driven Outreach on Tobacco and Substance Use in Colorado,” to the Fall Newsletter for QUALPOR*. The Colorado Department of Public Health and Environment partnered with Ebony
Ebony Marketing Systems (EMS) approaches multicultural recruitment the same way it approaches research—by aligning recruiters with prospective respondents. One of EMS’s recruiters illustrates this approach. A minority immigrant woman, her experiences with companies focused on product testing—which didn’t resonate with her—discovered EMS. It was a natural fit. The work isn’t
