Culture defines and shapes consumers, implicitly and explicitly affecting the way we interact with organizations, products and brands. CultureBeat, C+R Research’s multicultural research division, helps brands understand how different cultures, ethnicities and lifestyles – and the dynamics that intertwine them – influence their consumers. Our team focuses on getting to the core of what drives consumers’ interactions with your brands to help you form long-lasting connections with them.
Our CultureBeat team is comprised of a group of researchers from diverse cultural and professional backgrounds who bring years of experience and cultural relevance. And our Hispanic research consultancy, LatinoEyes®, brings additional experience and deep understanding of both U.S. and Latino cultures. Our insights are driven by our passion to uncover how culture influences consumers/shoppers and the decisions they make. We leverage our company’s agility to develop the best research approaches, utilizing both traditional and emerging methods.
During Hispanic Heritage Month, we talked about the state of the Hispanic consumer and have a conversation with them to explore their sentiments about the current situation in our nation, their perceptions of the importance of Hispanics as consumers, and their views on the brands they connect with. Click here to watch our short video recap, read our key takeaways, or listen to the full conversation in our podcast.
To coincide with Hispanic Heritage Month, we paused to celebrate the vibrancy of Hispanic teens with a new eBook. Our YouthBeat® and CultureBeat teams collaborated closely to understand multicultural youth and families’ circumstances and needs. Learn some fun facts about Hispanic teens’ preferences that set them apart from their Non-Hispanic peers in our blog and eBook.
Additionally, we recently hosting another live consumer panel with Black consumers, moderated by Ashleigh Williams. The recording is now available to watch! Hear directly from Black consumers and learn about where they feel things are now and whether they believe that brands support them. We reconnected with our panelists from two of our most sought-after live discussions, “Amplifying the Voice of the Black Consumer.” WATCH NOW!
During this moderated conversation, you’ll learn about Black consumers’:
- Current views and personal experiences on the realities of being Black in America today amid the pandemic
- Reflections on the impact of the social movement triggered by the killings of members of the Black community
- Outlook on recent political shifts and the impact they anticipate for the Black community
- Reactions to what companies/brands are doing and have done to change the narrative and show allyship with the Black community
- Opinions around what’s still left to be done including, how companies/brands can support and elevate the Black community
Read our News:
Ashleigh Williams and Brenda Hurley featured in Multicultural Marketing News – Women’s History Month Profiles
Our POVs “Logitech’s Queer Ad Defies Tradition,” “Humor + Inclusion + Michael B. Jordan – Showing the Lighter Side to the Black Experience” and “Super Bowl Ads: Still Not Enough Multiculturalism (and for many, still missing the Goalpost)” as featured in Super Bowl LV Ads Analysis: A Multicultural Perspective (Multicultural Marketing News) #2
Our POV “With Few Exceptions, Super Bowl Advertisers Miss the Multiculturalism Goalpost” as featured in Multicultural Marketing News – Super Bowl LIV Ads Analysis: A Multicultural Perspective
Our POV “Budweiser’s Well-intended Beer-Goggled “Typical American” Ad Hits a Nerve” as featured in Multicultural Marketing News – Super Bowl LIV Ads Analysis: A Multicultural Perspective
Our POV “NFL Appeals to Largest Growing Minority Fan Base with All-Latin Musical Experience for the First Time in its History” as featured in Super Bowl LIV Ads Analysis: A Multicultural Perspective from C+R Research Experts
Our POV “This Close to Being Truly Inclusive” as featured in Super Bowl LIV Ads Analysis: A Multicultural Perspective from C+R Research Experts
Our POV “Lead with Multiculturals in 2020” as featured in Outlook for Multicultural Marketing and Diversity in 2020 – Your Multicultural Marketing News December 2019 Newsletter Issue 2
In the News:
Jorge Martínez, Vice President and Ashleigh Williams, Research Director, C+R Research quoted in “Will 2020’s racial reckoning lead to progress on marketing’s long-standing representation problems?” Brooke Henderson, Fortune Magazine, October 06, 2020
Ashleigh Williams, Research Director, C+R Research quoted in “Black-owned food businesses see a surge in publicity and customers—and hope that investors are next,” Brooke Henderson, Fortune Magazine, August 9, 2020