by Sparkle Insights | Apr 20, 2020 | African American, Asian American, Blog, Hispanic, Multicultural Marketing
By Roben Allong, Patricia Lopez, Iris Yim COVID-19 has been a jarring wakeup call. While the idea of traditional research on ethnic consumers and their disparate COVID-19 experiences is certainly not a groundbreaking proposition, what clearly will be evident...
by Sparkle Insights | Sep 11, 2018 | Asian American, Multicultural Marketing
Launched in 2011 by Tencent, WeChat has evolved from a social media app to an ecosystem, an indispensable part of most Chinese consumers’ daily life. WeChat hit 1 billion monthly active user in the first quarter of 2018. According to according to Kimberly Lee,...
by Sparkle Insights | Dec 3, 2017 | Asian American, Blog, Multicultural Marketing
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 caught my attention. Hongbin Gu, a UNC associate professor and immigrant from China, was elected as a Chapel Hill...
by Sparkle Insights | Nov 17, 2017 | Asian American, Blog, Multicultural Marketing
I recently had the opportunity to attend a media roundtable discussion hosted by the Asian American Advertising Federation and sponsored by AARP at the Japanese American National Museum in Los Angeles on Nov. 2, 2017. Going into the roundtable discussion with the news...
by Sparkle Insights | Jun 16, 2017 | Asian American, Blog, Multicultural Marketing
During the past few years, there has been a lot of debate on various approaches to marketing to today’s multicultural, minority-majority consumers, namely, whether a segmented/targeted approach or a Total Market approach would be more effective. At the heart of...
by Sparkle Insights | Oct 19, 2016 | Asian American, Blog, Multicultural Marketing, Popular Culture
In my career as a market researcher, I have tested many concepts and taglines transcreated (The process of adapting a message from one language to another, while maintaining its intent, style, tone and context) for multicultural audiences. Most of the time, the...
