Culture defines and shapes consumers, implicitly and explicitly affecting the way they 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.
To celebrate Hispanic Heritage Month, we are featuring the following:
- Cultural Discovery Series — a series of presentations to aid clients in fostering cross-cultural understanding, to help them appreciate the differences and similarities that exist among cultural groups, promoting empathy and open-mindedness. These in-depth presentations provide a heightened sense of awareness by revealing the unique beliefs, values, customs, and traditions that shape the identities of different cultural
- The eBook, The Importance of Including the Multicultural Voice in Your Insights + Marketing Strategy Programs, serves as an introduction to the topic and offers insights into reaching multicultural consumers.
- Also, check out our 3-part blog offering three perspectives of Hispanic retro-acculturation.
For Black History Month C+R’s CultureBeat division featured a 3-part video series, Consumer Connections: Changing the Black Narrative. These weekly episodes highlighted conversations curated from a panel of Black consumers around important topics such as Black excellence and joy, brands that resonate with the Black community, what it means to be an ally, Black-owned businesses, and more. Beyond February, we cover other important topics such as mental health, hair and beauty and more. Also, make sure to check out the eBook, More Than Meets the Eye: The Many Shades of Black Identity, which shows that the Black community isn’t monolithic; it’s immensely diverse.
The growing desire from companies and brands to understand multiculturalism and to deeply understand the identities of diverse populations can only be met with a thorough understanding of all cultures, including the LGBTQ+ community.
C+R Research and its CultureBeat® team firmly believes that to make a sincere and strong connection with the LGBTQ+ community, a commitment to invest in thoroughly understanding their specific needs as individuals and consumers is paramount. That is why we support our clients through our research expertise by building foundational and strategic insights through the lens of the LGBTQ+ community. From foundational insights to strategic custom research, we provide brands with the knowledge they need to connect with the LGBTQ+ cohort and help them to understand the intricacies of their motivations, drivers, and challenges. Our goal is to is to shed light on the LGBTQ+ community by sharing curated insights and POVs through our blogs.
Some of our CultureBeat Experts
- Pride 2023: Preparing Your Brand for Marketing Success
- Consumer Connections Series – Amplifying the Voice of the LGBTQ+ Community
- Every Brand Can Find Reason to Celebrate Black Natural Hair
- Juneteenth Reflection – Soul Food’s Role in Black Consumer Health
- We Live in an Ethnically Diverse World. Where Are You on Your Multicultural Journey?
- Black Twitter: More Than Black Activism.
- More Than the Struggle: Black/African American Consumers + The Luxurious Life
- Marketers Should Celebrate Hispanic Heritage Year-Round
- Multicultural and Hispanic Marketing: A Marathon Not a Sprint
- A Lesson for Brands in Empathy Building
- A Better Way to Communicate with the LGBTQ Community
- Four Tips for Marketing to the LGBTQ Community
Read our News:
Our POV “Investing in Multiculturalism and Diversity: Still Not Enough” as featured in Outlook for Multicultural Marketing and Diversity in 2023 – Your Multicultural Marketing News January 2023 Newsletter
Our POV “Making Multicultural the Mainstream” as featured in Outlook for Multicultural Marketing and Diversity in 2023 – Your Multicultural Marketing News December 2022 Newsletter and Outlook for Multicultural Marketing and Diversity in 2023 – Your Multicultural Marketing News January 2023 Newsletter
Ashleigh Williams, Shaili Bhatt, Anna Rossi and Ana Villodres featured in 2022 Multicultural Marketing News – Women’s History Month Profiles
Ashleigh Williams and Brenda Hurley featured in 2021 Multicultural Marketing News – Women’s History Month Profiles
Our POV “Multicultural Research: A Marathon, Not a Sprint” as featured in Outlook for Multicultural Marketing and Diversity in 2022 – Your Multicultural Marketing News December 2021 Newsletter
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:
Kathleen Blum, Vice President of Shopper Insights, C + R Research quoted in “Demographic changes enhance demand for global foods,” Supermarket News, July 27, 2023
Jorge Martínez-Bonilla, Senior Vice President and Partner, C + R Research quoted in “Skin cancer is a risk for all skin tones, but may be overlooked in people with dark skin,” theGrio, August 3, 2022
Ashleigh Williams, Senior Research Director, C+R Research quoted in “Working From Home Dispersed Tech Workforces But It Did Little To Increase Diversity,” The Plug, April 27, 2021
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