According to research, there are presently nearly 3.5 million Arabs in the United States. If your audience comprises Arab Americans, you must master the art of engaging them without perpetuating offensive stereotypes.
This can be a little tricky for brands that aren’t familiar with Arab customs, traditions, holidays, events, and practices. If you’re new to the Arab market, take some time to get up to speed with the basics.
In this blog, we’ll offer a closer look at three ways to engage your Arab American audience without perpetuating insensitive stereotypes.
1. Perform Extensive Market Research
Before you launch a marketing or advertising campaign, familiarize yourself with Arab preferences and predilections. Arab American market research is a critical step of the process. By planning in-depth interviews, focus groups, surveys, and polls, you’ll gain rich insight into your target audience. This will go a long way in preventing critical mistakes that can do more harm than good.
Start with primary research (also known as field research). Collect new, first-hand data that hasn’t been generated before. Follow this up with secondary research (also known as desk research). This entails the collection of data that has already been compiled and organized by someone else. Consult reports, textbooks, government-funded studies, statistical databases, historical records, and other reliable sources.
You can choose between two research methodologies: qualitative and quantitative research. Qualitative research is performed to collect opinions and explanations, while quantitative research is more statistical and numeral in nature. When you combine both approaches, you’ll generate insightful data that helps with precise audience analysis.
Recommended Read: A Market Researcher’s Guide to Conducting a Successful Focus Group
2. Do Your Own Research
While researching your audience is important, it’s not enough. We also recommend taking some time to do your own research. We like to call this personal research. Consume recent Arab media to understand your audience better. Watch Arab YouTube videos, listen to Arab podcasts, watch Arab movies and TV shows, explore Arab music, visit Arab landmarks, and explore the local culture as closely and mindfully as you can.
This is a great way to understand your audience without any bias. As you immerse yourself into the local culture, you’ll get a taste of what people want to see from you.
3. Turn to Your Competitors
Competitor research is an extremely powerful tool. Explore popular Arab American brands that consistently strike a chord with their customers. As you understand their unique strategies, you’ll be able to fine-tune your own campaigns accordingly.
The goal is to get inspired by them, not copy them. Norma Kamali, Falafel Diva, Rami Kashoú, Numi Tea, Palestine on a Plate, Darzah, and Watan are some great examples.
Recommended Read: Things Researchers Should Do When Working with Ethnic Groups
If you’re having trouble engaging and converting your Arab American audience, start by understanding their preferences and requirements. Trusted by hundreds of brands, Ethnotics should be your first stop.
As a trusted multicultural market research agency, we perform qualitative and quantitative research to reveal rich insights about ethnic consumers. Whether you’re creating a marketing campaign for Arab American consumers or launching a Hispanic advertising strategy, our team will help you develop a better understanding of your audience with the power of ethnic research and data.
Contact our multicultural market research experts today. For more insight, explore our story. It’s time to capture your audience’s attention the right way. If you have further questions about Arab American market research, feel free to contact us.
