Blog
Total market research – how to conduct multicultural research without losing the cultural insights
The Total Market debate has been going on for a while so much so that it spawned an organization to tackle the issue - Alliance for Inclusive and...
How to effectively implement total market strategy – taking a chapter from the Pixar new film “Coco”
The marketing industry has been dominated by the idea of Total Market in the past few years. While the definition of Total Market is still being...
Asian American growth in the South – A reflection on the election of Hongbin Guo as Chapel Hill city council member
News coverage of this November elections has focused on how Democrats fared in the first tests of Trump's impact. Something else close to home also...
Challenges and opportunities in Asian American media – a reflection of the 3AF media roundtable discussion
I recently had the opportunity to attend a media roundtable discussion hosted by the Asian American Advertising Federation and sponsored by AARP at...
Decoding Culture from the 3AF 2017 Asian Marketing Summit
During the past few years, there has been a lot of debate on various approaches to marketing to today's multicultural, minority-majority consumers,...
How Segmented Marketing in the Southeastern US May Be an Advantage
Over the past two decades, multicultural marketing discussions and strategy have evolved in many aspects. This can be observed in the US, where...
Moon Lovers – Scarlet Heart Ryeo: A Case study of Transcreation
In my career as a market researcher, I have tested many concepts and taglines transcreated (The process of adapting a message from one language to...
Asian American business owners represent significant opportunities for business service providers
According to the newly released inaugural annual survey of entrepreneurs by the Census, more than half of the minority-owned firms with paid...
Size + Influence = Power
In her presentation about the many dimensions of the South Asian population in the U.S., Esther “ET” Franklin, Head of Americas Experience...
Differences between the East and the West
Chinese designer Liu Yang used images to illustrate the differences between the East and the West in her book "Differences between the East and the...