Interviewing Service of America (ISA)

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Interviewing Service of America (ISA)

15400 Sherman Way, Ste. 400
Van Nuys, CA 91406
Phone: 818-989-1044
www.isacorp.com
halberstam@isacorp.com
Contact:
Michael Halberstam, Chairman

Since 1982, ISA has been a premier data collection, data management, and processing provider specializing in Online, CATI, in-person, focus groups, insight communities, analytics, IVR, programming and hosting. A leader and early adopter in Asian multicultural market research, ISA has conducted interviews in 67 languages, to date, for research , advertising, public and government agencies and end-user clients including Korean, Japanese, Mandarin, Cantonese, Hindi, Armenian, Farsi as well as Spanish. ISA is a three-time recipient of the Asian American Advertising Federation’s “Researcher of the Year” award. Q-insights, ISA’s qualitative division, specializes in luxury automotive clinics, Hispanic and Asian American intercepts, on-site interviews and focus groups. ISA’s online division, SoapBoxSample, conducts research for new product development, branding/advertising testing, creative optimization and concept/product testing. Offerings include mobile and app-based research, passive metering, path-to-purchase, specialty panels, and full-service design and analytics. Recently ISA acquired DIY Insight Community Platform icanmakeitbetter, an integrated suite of qualitative and quantitative tools that provides ongoing, on-demand insights from current customers, past customers, prospects, employees or anyone. ISA’s lengthy experience and extensive portfolio of research capabilities make it uniquely qualified to provide answers for any type of business question.

Read our News:
Q-insights Announces the Launch of Driven by Q-insights™, a New Automotive Research Division

Asian Americans More Optimistic About the American Economy than Hispanic Americans

Fresh Insights Into Hispanic Holiday Shopping Habits

ISA - Leaders in Multicultural Since 1982

SoapBox Sample 2017 - Capture Your Multicultural Customers' Digital Journeys


Our POV as featured in Multicultural Marketing News - Super Bowl LIII Ads Analysis: A Multicultural Perspective

Connecting the Global Audience Through Intentional Casting and Messaging 
In the wake of Gillette's polarizing call to action with their "We Believe: The Best Men Can Be" ad (watch here), Super Bowl advertisers took a softer yet more inclusive approach to ad messaging during last night's game. A new trend of social responsibility and cultural tolerance targeting a wider, more representative world audience was notable, especially visually, in the marketing approach from many big players like Coke, McDonalds, Google and Bumble. While Gillette's ad tapped into two important goals for any brand - gaining attention and building brand loyalty - many viewers found the direct messaging calling out toxic masculinity as accusatory in nature and thusly isolating men who felt attacked. What is obvious from this round of Super Bowl ads is the visual representation of races and cultures from across the globe; a 2010 study found 92% of creative directors managing Super Bowl ads were white men and the ads certainly mirrored this demographic. A welcome sea change of diversity flooded this year's ads with an obvious nod to multicultural casting and dialogue supporting inclusivity. Coke's ad championed the most outstanding message of cultural acceptance, featuring cartoon characters of all walks of life sharing and bonding over their love of Coca Cola. The closing tagline "Different is beautiful. And together is beautiful too" drives the heart of its message home with an image of an interracial couple holding hands, grasping the same red heart. Google's ad focuses on the power of their service, Google Translate, and how people across cultures use it to connect in every day moments, closing with the most commonly translated phrases - "How are you? Thank you. I love you." Bumble also takes a soft approach to technology connecting different people, using Serena Williams and her husband as an example of interracial couples visible for the world stage. When these companies employ visual stories alongside intentional brand messaging, they are leading by example with inclusivity and putting a mirror up to society to challenge stereotypes and disrupt intolerance. The subtlety of their visual messaging is not lost on the viewer and gives pause to the intolerant eye; these ads dig deeper than previous years where selling a product was the final goal. Now, social responsibility and personal accountability are driving forces in market messaging as brands look to build loyalty through cultivating a following based on shared belief systems. By Sally Sweet DeLuca, 
Soapbox Sample, www.isacorp.comView company profile here.

Our POV as featured in Outlook for Multicultural Marketing in 2019 - Your Multicultural Marketing News January 2019 Newsletter

How Generations Feel When Brands Take a Stand Michal H of ISA
A recent study conducted by SoapBoxSample (in partnership with Quester) provides a comparison of attitudes and behaviors across four generational segments, to expand upon current intelligence and cut to the core of what it means to be an American in 2019. Aided by technology, media, politics, and more, we can see generational values shifting at a faster pace than we've ever seen before. One of the discussion areas centered around perceptions of whether brands should take a stand on social and political issues. Check out the infographic to see how attitudes about a recent controversial Nike ad vary among Gen Z, Millennials, Gen X and Baby Boomers. By Michael Halberstam, Chairman, Interviewing Service of America (ISA),
halberstam@isacorp.com, 818-989-1044.
View company profile 



Business Type: Market Research Firm
Markets: African American Market,Asian American Market,Cross Cultural Market,Eastern European Market,General Market,Hispanic Market,Multicultural Market,South Asian Market,U.S. Emerging African Market,Women’s Market,Youth/Teen Market
Industry Expertise: Banking,Education,Financial Services,Government,Healthcare,Non-profit,Pharma/Health,Professional Services,Retail,Sports,Technology,Telecommunications,Travel/Tourism,Consumer Packaged Goods,Telecom/Cable/Satellite,Gaming & Entertainment,Political Polling,Public Policy,Other
Services: Focus Groups,Market Research,Moderator Services,Recruitment,Automotive Research,CATI & IVR,Insight Community Platform,Luxury Auto Clinics,Mobile and App-based Research,Mobile Missions,Online Surveys,Passive Metering,Research Design & Analytics

Number of employees: 500

Percent Minority Owned: 0%

Percent Woman Owned: 0%
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