Multicultural Market Research
Overcoming Language Barriers with Online Research Communities
As one of the fastest-growing demographics in the country, Asian Pacific Americans represent exciting opportunities for marketers and while at the same time presenting some unique challenges. Asian Pacific Americans are more likely to live in multigenerational households. To successfully market products to this group, brands must understand how to appeal to a wider range of ages.
Using an online Insight Community is one way that marketers, product managers and researchers can develop longitudinal discussions about their products with their customers and increase brand engagement in the process. New innovations have made setting up and managing Insight Communities faster and easier than ever. ISA offers a best-in-class insight community platform, icanmakeitbetter, as part of their portfolio of products. Using a robust toolbox of both qualitative and quantitative methodologies, companies can increase their understanding of multigenerational households by launching surveys, focus groups, ideation sessions, live chats and journals.
For deeper insights into multicultural and multigenerational marketing, contact Michael Halberstam, ISA Chairman.