Developing an Emphatic Understanding of Hispanic and African American Shoppers
overview So, what’s a brand to do when their current base of customers is not really diverse, but they want to change that? How can they develop an empathic understanding of multicultural consumers, as well as uncover potential “blind spots” (they don’t know what they don’t know) about multicultural consumers? This was the challenge faced…
Developing an Empathic Understanding of LGBTQ+ Shoppers
overview So, what’s a brand to do when their current base of customers is not really diverse, but they want to change that? How can they develop an empathic understanding of LGBTQ+ consumers, as well as uncover potential “blind spots” (they don’t know what they don’t know) about this segment of consumers? This was the…
Using Multi-Modal Research to Obtain Multicultural Consumers’ Experience With a Hair Care Appliance
overview How does a manufacturer with a new-to-market appliance best discover how Multicultural consumers will actually use the device in their daily lives? How can the brand capture in-the-moment usage and consumer thoughts over a period of time when they can’t shadow the consumer 24/7? This was the question faced by our client, a haircare…
Getting Messaging Right among the LGBTQ+ Audience
overview As movements and campaigns like Black Lives Matter, Stop Asian Hate, and LGBTQ+ Rights gain traction, more consumers are focused on supporting brands that demonstrate a commitment to equity and acceptance. To meet this demand (and also to be good citizens), brands have been busy researching the best, most authentic ways to support these…
Assessing Potential Hispanic Market Opportunities
overview Today, almost 20% of the U.S. population is Hispanic; by 2044, Hispanic people are projected to make up 25% of the population. And the median age of American Hispanics is young – just 27 years old compared with 42 for non-Hispanic whites. A multinational musical instrument manufacturer noticed these population trends and hoped Hispanic…
Exploring E-Commerce Barriers Among Hispanic Shoppers
overview Although COVID-19 accelerated the adoption of online grocery shopping for many consumers, not everyone joined in at the same rate. Hispanic consumers, for example, did not adopt the trend at the same high rates as other ethnic groups. A leading food and beverage manufacturer looking to increase their online sales among Hispanic consumers wanted…
Infusing Diversity and Inclusion in Media & Entertainment
overview When a global media company known for entertainment and content creation sought to foster a more expansive understanding of diversity, equity, and inclusion among mid and top-level leadership, they quickly realized textbook definitions weren’t going to cut it. Applying agile and innovative methods, including online digital immersion and qualitative video journaling, C+R delivered multimedia…
Fueling Brand Growth by Elevating an Attitudinal Segmentation with a Multicultural Lens
overview A consumer-packaged goods company was interested in better understanding home fragrance opportunities to support their brand’s growth. The team wanted fresh thinking to uncover growth opportunities with a lens on the multicultural consumer. OUR APPROACH Immersion, Interviews, Workshops, and…Speed Dating? C+R’s Culturebeat team conducted a multi-phase research study that started with immersion and culminated with…
Understanding an Untapped Hispanic Audience in the Financial Sector
overview How can a financial services organization reach and inspire a segment of Hispanic consumers who’ve historically struggled with financial health and haven’t always trusted financial institutions? A financial services organization approached C+R about conducting foundational research with this cohort. The client wanted to uncover financial attitudes and behaviors and develop strategies for better serving…
