Market Research That
Asian Americans are the fastest-growing ethnic group in the US, and, according to the latest census data, they now make up about 7% of the population, yet, like many other cultural groups, they are underrepresented in marketing campaigns and media. As brands begin to recognize the importance of marketing to Asian American consumers, they often look to C+R.
With a population rich with diversity and ethnic origins stemming from a wide range of countries (Cambodia, China, India, Japan, Korea, Malaysia, Pakistan, the Philippines, Thailand, and Vietnam), you need a research partner that understands the cultural complexities of this multi-faceted group.
Our team knows how to conduct market research that uncovers deep cultural context, often missed by or inaccessible to other researchers. With decades of experience in multicultural marketing research, we can help you understand Asian American culture and its influence on shopping and consumption behaviors — all while building long-term relationships with them.
Our in-culture researchers work with teams to deploy innovative methods, like friendship groups, webcam interviews, and tag-alongs, that help you identify and meet the needs of your target consumer. We want to help you build messaging that doesn’t just reach your consumer but puts you in conversation with them.