by sparkleinsights_5n3820 | Apr 20, 2020 | African American, Asian American, Blog, Hispanic, Multicultural Marketing
By Roben Allong, robena@lightbeamnyc.com, Patricia Lopez, plopezx2@hotmail.com, Iris Yim, iris@sparkleinsights.com COVID-19 has been a jarring wakeup call. While the idea of traditional research on ethnic consumers and their disparate COVID-19 experiences is...
by sparkleinsights_5n3820 | Dec 3, 2017 | Asian American, Blog, Multicultural Marketing
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 caught my attention. Hongbin Gu, a UNC associate professor and immigrant from China, was elected as a Chapel Hill...
by sparkleinsights_5n3820 | Nov 17, 2017 | Asian American, Blog, Multicultural Marketing
I recently had the opportunity to attend a media roundtable discussion hosted by the Asian American Advertising Federation and sponsored by AARP at the Japanese American National Museum in Los Angeles on Nov. 2, 2017. Going into the roundtable discussion with the news...
by sparkleinsights_5n3820 | Jun 16, 2017 | Asian American, Blog, Multicultural Marketing
During the past few years, there has been a lot of debate on various approaches to marketing to today’s multicultural, minority-majority consumers, namely, whether a segmented/targeted approach or a Total Market approach would be more effective. At the heart of...
by sparkleinsights_5n3820 | 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...
