Our Approach
Across every project in our Corporate Research and Political & Issue Advocacy divisions, Culture IQ is guided by our Multicultural Compass.
This customized research approach considers cultural and category consumption factors and delivers a deeper understanding of how these intersect in influencing consumer behavior.
It ensures that we’re asking the right questions and not making assumptions about multifaceted and often misunderstood communities – which may happen when “general market” research practices are used with multicultural audiences.
The insights obtained enable companies and campaigns to develop culturally relevant products, services, and marketing strategies, fostering stronger connections with their multicultural consumers and targets.