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...
by Sparkle Insights | Sep 16, 2016 | Blog
According to the newly released inaugural annual survey of entrepreneurs by the Census, more than half of the minority-owned firms with paid employees were Asian-owned. This represents great opportunities for companies that provide services to business...
by Sparkle Insights | Aug 27, 2015 | Blog
By Iris Yim Although WeChat is relatively unknown in the U.S., it has close to 550 million actively monthly users and has become the default social media and a cultural and social phenomenon in China in the short amount of time since its launch in 2011. ...
