by Sparkle Insights | Dec 5, 2017 | Blog, Multicultural Marketing, Popular Culture
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 debated, the gist of the argument goes like this: With the changing demographics (minority consumers becoming the majority...
by Sparkle Insights | Oct 19, 2016 | Asian American, Blog, Multicultural Marketing, Popular Culture
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 another, while maintaining its intent, style, tone and context) for multicultural audiences. Most of the time, the...