Blog
One Size Doesn’t Fit All Part 2: The Rise of Cultural Empathy and its Implications for Marketing Research and Marketing
By Roben Allong, Iris Yim, Patricia Lopez This article is a follow-up article to an article published last year. This article is also published in...
The unintended result of China’s censorship – making gay themed drama mainstream
Asian dramas are not only popular in their home countries but also have worldwide appeal and influence. It started with the widespread of Korean pop...
One size doesn’t fit all – Post Covid-19 Implications for Marketing Research and Marketing
By Roben Allong, Patricia Lopez, Iris Yim COVID-19 has been a jarring wakeup call. While the idea of traditional research on ethnic...
WeChat is more than a messaging app, it’s a life style app, an ecosystem and … virtual Chinatown?
Launched in 2011 by Tencent, WeChat has evolved from a social media app to an ecosystem, an indispensable part of most Chinese consumers' daily...
Total market research – how to conduct multicultural research without losing the cultural insights
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...
How to effectively implement total market strategy – taking a chapter from the Pixar new film “Coco”
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...
Asian American growth in the South – A reflection on the election of Hongbin Guo as Chapel Hill city council member
News coverage of this November elections has focused on how Democrats fared in the first tests of Trump's impact. Something else close to home also...
Challenges and opportunities in Asian American media – a reflection of the 3AF media roundtable discussion
I recently had the opportunity to attend a media roundtable discussion hosted by the Asian American Advertising Federation and sponsored by AARP at...
Decoding Culture from the 3AF 2017 Asian Marketing Summit
During the past few years, there has been a lot of debate on various approaches to marketing to today's multicultural, minority-majority consumers,...
How Segmented Marketing in the Southeastern US May Be an Advantage
Over the past two decades, multicultural marketing discussions and strategy have evolved in many aspects. This can be observed in the US, where...