Big data is one of the newest buzzwords to captivate brands and agencies attempting to infuse their marketing campaigns and innovation strategies with fresh insights. But as with most buzzwords, the concept behind them isn’t new. Big data has been around for over a decade. But the influx of venture capital and subsequent startups in the MarTech and AdTech spaces harnessing big data is starting to reach a fever pitch.
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.
The automotive industry is showing early signs of becoming one of 2017’s fastest evolving industries. Our latest market research study, ThinkNow Drive™ reveals what’s driving automobile buying trends and habits among Total Market consumers. Watch as our street team takes over The Fade Factory Barber Shop in Burbank, CA. Learn what drives car purchases and the adoption of autonomous tech.
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.