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One size doesn’t fit all – Post Covid-19 Implications for Marketing Research and Marketing

One size doesn’t fit all – Post Covid-19 Implications for Marketing Research and Marketing

by Sparkle Insights | Apr 20, 2020 | African American, Asian American, Blog, Hispanic, Multicultural Marketing

By Roben Allong,  Patricia Lopez, Iris Yim   COVID-19 has been a jarring wakeup call. While the idea of traditional research on ethnic consumers and their disparate COVID-19 experiences is certainly not a groundbreaking proposition, what clearly will be evident...
Total market research – how to conduct multicultural research without losing the cultural insights

Total market research – how to conduct multicultural research without losing the cultural insights

by Sparkle Insights | Sep 7, 2018 | Multicultural Marketing

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 Multicultural Marketing (AIMM) under Association of National Advertisers. There are different names for...
How to effectively implement total market strategy – taking a chapter from the Pixar new film “Coco”

How to effectively implement total market strategy – taking a chapter from the Pixar new film “Coco”

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...

Decoding Culture from the 3AF 2017 Asian Marketing Summit

by Sparkle Insights | 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...

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