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In today’s multicultural world, market researchers must include diverse representation. One famous example of a multicultural market research campaign by H&M in South Africa led to disastrous results, including riots, store closures, and the forced relocation of a model and her family. However, many marketers still must be convinced that such representation is valuable.
Diversity
When doing market research, it is vital to consider the cultural and linguistic diversity of the people being studied. Not only can this help identify tremendous opportunities, but it can also help prevent disastrous missteps. Cultural and linguistic diversity can also inform the design of advertising campaigns, advertising copy, and product development. In multicultural market research, “culture” is used broadly, meaning “the manifestation of human endeavour.” This can include tangible products and intangible manifestations, such as knowledge and values.
Multicultural market research can be a complex endeavour, as each group has its unique characteristics and preferences. These differences may be reflected in different attitudes and behaviours. In addition, the differences may stem from cultural or ethnic traditions, length of stay in the U.S., and historical events. Therefore, it is vital to consider the perspectives and experiences of a wide range of people in multicultural markets so that marketers can tailor their marketing strategies to reach a broad spectrum of customers.
Equity
Multicultural market research and analysis have become an increasingly important component of marketing strategy. However, while traditional marketing methods have primarily been successful, they need to be adequate: to meet the needs of the growing multicultural population. As a result, companies must begin to consider DEI and develop planning tools that will effectively engage poly-cultural audiences. One such research tool is the embracing framework, which Horizon Media developed in partnership with Nielsen.
Multicultural market research is a complex process. While many cultures have similar behaviours, attitudes and needs, these groups also differ. These differences can stem from cultural values, country of origin, or how long the individual has lived in the U.S.
Inclusion
Inclusion in multicultural market research is an essential element of effective marketing. It can help companies identify key market segments and better target their marketing efforts. Increasingly, companies are also exploring the intersection of social issues and marketing. This has spurred increased research on minority consumers.
Unlike DEI research, this research aims to gain a deeper understanding of minority consumers’ purchase behaviours, brand perceptions, and emotional drivers. However, it is essential to note that research on multicultural consumers is more sensitive, and companies must take extra care to avoid triggering or offending the participants.
A recent commercial by Nike highlights the importance of diversity and inclusion in marketing. Several athletes of colour and with disabilities were featured in the ad. This was an effort to foster empathy and prevent confusion.
Authenticity
When conducting multicultural market research, authenticity is key. Depending on ethnic background, participants in a survey may respond differently than those of a similar ethnicity. The results can also differ depending on their level of acculturation. If you want to be as authentic as possible in your research, consider hiring an agency with culturally diverse research teams.
For example, Brand “A” invests ninety per cent of its budget in media and the rest on adaptation costs. As a result, their campaign yields a 1:1 ROI, meaning a US$ 5 million investment in advertising yields US$ 5 Million in sales. By contrast, Brand “B” spends 80% of its budget on media, while the remaining 20% is allocated to research and production.
Language
Language plays a critical role in ethnic identity in today’s globalised world. Consequently, it is frequently used as a strategic tool in multicultural marketing. Multicultural marketers use a variety of language styles to connect with their audience. Using vernacular language in marketing communications reflects sensitivity and unity with the cultural heritage of the audience.
Multicultural consumers prefer marketing content written or spoken in their native language. As a result, marketers must learn the language of their audience. While language is a vital part of attracting multicultural consumers, other factors should be considered, too. For instance, it is indispensable to understand the interests and hobbies of the multicultural community.
Culture
In order to understand and target multicultural markets, marketers must know the needs and purchasing behaviours of prospective customers in each culture. Broadcast advertising is ineffective across cultures, so marketers must learn more about their respective communities. Multicultural market research methods include identifying the critical differences between various communities and incorporating those insights into product development and advertising strategies.
Multicultural market research and translation services should be conducted with diverse representation. Not only does this help gather information, but it also allows marketers to understand their target audiences better. This knowledge is crucial for crafting messaging that reaches the right audience. In addition, it helps create empathy for the target market and avoid confusing them.
