According to Pew Research, Asians make up 7% of the total US population. By 2060, the US will be home to over 46 million Asians.
If your target audience comprises Asian American consumers, start by understanding their unique preferences, buying habits, and local market trends.
How can your business/organization stand out to Asian American consumers? Moreover, how can you create content that strikes a chord with them? Asian American market research will help you collect critical insights about your audience and hit the nail on the head.
In this blog, we’ll help you understand the pivotal role of multicultural market research in understanding your Asian American audience. Let’s begin.
1. Understand Unique Asian American Perspectives
If you want your brand to resonate with your Asian American audience, make sure you get a good grasp of their unique perspectives.
Qualitative research provides an in-depth understanding of human experiences, emotions, and feelings. You’ll understand how your Asian American audience thinks, the diverse experiences they’ve had, the kind of content they’re looking for, their thoughts on Asian representation (or lack thereof) in America, and so on.
The ball is entirely in your court. Plan questions based on the kind of data you wish to collect. As you gather subjective insights, you’ll understand your audience better.
Recommended Read: 3 Ways the Multicultural Market Research Landscape is Changing in 2023
2. Address Common Problems
According to research, more than half of Americans (58% to be precise) cannot name a prominent Asian American public figure.
AAPI (Asian American Pacific Islander) representation is severely lacking in the media. Additionally, incidents of violence against the AAPI community have been on the rise.
As a brand or organization, you shoulder the responsibility of understanding common Asian American problems and addressing them to the best of your ability, starting with the lack of representation.
Multicultural market research will help you understand the unique struggles of the Asian American community. Using this insight, you can restructure your campaigns to center AAPI consumers.
3. Build Audience Trust
Multicultural market research helps companies understand how to build audience trust. This cannot be done until you understand how your audience thinks and what their definition of trust is.
The Asian American audience is largely skeptical of American brands and companies. In the past, numerous stereotypical, offensive, and tone-deaf campaigns have hurt the sentiments of the AAPI community, including the racist Dolce & Gabbana advertisement.
When you reach out to consumers and understand what their perception of good branding is, you’ll be able to fine-tune your marketing and advertising efforts accordingly.
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If you’re looking for a reputable multicultural market research agency, Ethnotics should be your first stop. We research ethnic communities to help clients develop a nuanced understanding of their target audience and devise marketing and advertising strategies that resonate with them.
At Ethnotics, we perform qualitative and quantitative ethnic research to help you develop a good grasp of your Asian American audience. Contact our multicultural market research experts today. For more insight, explore our story. If you have further questions about Asian American market research, we’d be more than happy to help.
