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It’s easy to believe that data is the key to success: The more information you have, the better you can design your products and marketing approaches to yield big profits and market standing. But data alone will often cause you to miss the mark in your business strategies. For real

The goal of market research is to identify participants’ true desires, needs, and intentions. It sounds pretty straightforward: Ask a question, get an answer. But it’s not that simple. Those participating in market research often give answers that don’t reflect their true feelings, whether intentionally or not. A key component

Marketing to family households is no longer as straightforward as it used to be. In the past, marketers could decide on the socio-economic status and race or nationality of their target audience and craft their messages accordingly. But the rise of mixed-identity households has changed all that, forcing companies to

In the world of market research, “diversity” has become a buzzword that often loses its meaning the moment a spreadsheet is opened. For many agencies and brands, diversity is treated as a quota—a box to be checked to ensure a focus group has the “right” number of diverse faces. But

Now more than ever, the “America” marketers have traditionally targeted has become fragmented into countless segments—diverse groups whose individual identities intermingle with each other in infinite ways. Brands can no longer simply try to aim their messaging at America in general or even target groups based on sex, race, or

Despite a more pluralistic U.S. economy and decades of “multicultural marketing”, many major brands still repeat the mistakes of 2010. While the intent to be inclusive has grown, the execution often stumbles over the same hurdles. Stop Treating Your Audience Like a Monolith The biggest mistake major brands make is

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