Under the AAPI umbrella are 50 ethnic groups that speak over 100 languages. Ebony Marketing Systems (EMS) speaks to those consumers. We have a diverse, multilingual team capable of conducting culturally aligned interviews in languages including: Cantonese Hmong Korean Mandarin Tagalog Vietnamese Eurasian languages including Armenian and Russian. Our
In today’s multicultural society, where people from diverse backgrounds are integrating into their communities and reshaping community identity, marketers are facing new challenges in figuring out who their target audiences are and how to speak to them effectively. Multiculturalism is forcing companies to modify their market research approaches to achieve
“You were given two ears and one mouth.” Did you hear that proverb or similar growing up? While the origins of this ancient proverb are lost (Epictetus, the Bible, tribal elders can all make a case), the wisdom endures. Multicultural communication is like all successful communication, it’s all about listening. Ebony Marketing
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
