We are excited to share that ThinkNow Research, the leading multicultural market research firm, has been named Executive Founding Sponsor of the Journal of Cultural Marketing Strategy, published by Henry Stewart Publications. The journal is committed to publishing a broad spectrum of practical, methodological, and empirical articles that make a substantive contribution to the field of cultural marketing.
Marketers and market researchers working in the multicultural and cross-cultural space have long known the shortcomings of utilizing acculturation models for segmentation. Our conflicted national identity and increasing demographic diversity have created a cultural Rubik’s cube that resists classification. I’ve written on this topic several times and have proposed alternative segmentation tools but there has never been a viable replacement for the acculturation model so it has persisted, until now.
On the heels of one of the best job reports in 10 years, ThinkNow Research has released ThinkNow Money™, our annual nationwide survey that investigates Americans’ attitudes around their money and financial situations. The study looks at Americans as a whole and by key race and ethnic segments. Special Guest, Angelica Garcia, Director of Strategy and Insights for Acento Advertising, joins Mario X. Carrasco, Managing Partner at ThinkNow Research for the #ThinkNowMRX Podcast Series, sponsored by Lucid, to discuss the findings of the report
I’ve enjoyed watching the impact of storytelling on the market research field over the last few years. As more and more practitioners have adopted the concept of “storytelling,” we’ve seen a greater focus on distilling the data researchers collect into more meaningful stories that unveil the people behind the numbers. This shift has given marketers more useful insights to build their campaigns.
On the heels of one of the best job reports in 10 years, ThinkNow Research has released ThinkNow Money™, our annual nationwide survey that investigates Americans’ attitudes around their money and financial situations. The study looks at Americans as a whole and by key race and ethnic segments. Multicultural consumers influence up to a trillion dollars in spending a year. Understand how the economy impacts their financial decisions and which segment is more willing to spend.
By now, many marketers have heard of the tremendous opportunities the United States. Hispanic consumer represents in terms of numbers and purchasing power. However, in the age of hypersegmentation and targeting, Millennials and bi-cultural Hispanics have risen to the top of marketer’s go-to Hispanic sub-segments. While most companies focus on this target, there is an untapped consumer segment that has serious growth potential, Hispanic business owners.
I’ve had the privilege of building and maintaining multicultural panels for almost a decade. Despite the progress in technology to improve our delivery methods, our soft skills haven’t kept pace. As an industry, we’re still struggling to create culturally relevant panel experiences for respondents. This isn’t specific to multicultural panels, rather panels at large. We are an industry dedicated to helping our clients mine for consumer insights that will aid in the development of better products, services, and experiences.
ThinkNow co-Founder Mario X. Carrasco recently presented our latest research findings on Gen Z at the 2017 Qual360 North America Conference at Gallup’s headquarters in Washington, D.C. Entitled “Cross-Cultural Gen Z: How to Think About Culture & Ethnicity with Gen Z”, Mario shared key insights about this young cohort, such as how they interpret culture and ethnicity and the role these factors play in their lifestyle choices and purchasing habits.
- African-American Market Research, Asian-American Market Research, Blog, Consumer Sentiment, Hispanic Market Research, Hispanic Online Research, Integrated Market Research, Multicultural Consumers, Online Market Research, Podcast, Total Market ResearchView Cart
How African-Americans Are Driving Automotive Technology Trends The automotive industry is showing early signs of becoming one of 2017’s fastest evolving industries. Electricity and hydrogen now power our vehicles straight out of the pages of a sci-fi thriller down paved streets that turn into our driveways. To better understand what’s driving this change, ThinkNow Research surveyed a representative sample of U.S. Hispanics, African-Americans, Asians, and non-Hispanic whites regarding their vehicle purchasing habits. ThinkNow Drive™ is our latest research study that focuses on automobile buying trends and habits.
- African-American Market Research, Asian-American Market Research, Blog, Hispanic Market Research, Integrated Market Research, Market Research Professionals, Multicultural Consumers, Online Market Research, Total Market Research, Total Market ViewsView Cart
For the third year in a row, Google has opened the doors of its New York office for its annual Multicultural Marketing Forum. Since its inaugural year, Google has expanded the focus of the then-U.S. Hispanic Marketing Forum to include African-American, Asian, and LGBTQ audiences. While the forum now covers more verticals, this event is still a game changer for Hispanic market researchers.