A successful marketing campaign relies on the knowledge of market research. This process is carried out to create a superior product launch and deliver effective corporate messages.
Diversity can also help improve the quality of market research. However, including it in your multicultural research can be very challenging.
We’ve created this guide to help you take the necessary steps to include diversity in your next research.
So, What Is Diversity?
Everything from your favorite restaurant to your coffee of choice at Starbucks is diverse and influenced by personal experiences and preferences. Society is diverse, as people from different backgrounds and ethnic groups make up the majority of the country’s population.
Inclusion, marketing, and diversity are all about appreciating and respecting what makes us unique. They ensure that everyone’s voice is heard, regardless of their background, sexual orientation, socioeconomic status, age, or cultural identity.
With market research being the cornerstone of a successful marketing campaign, appraising diversity and understanding how you can target your core demographic can help you take your strategy to new heights. The demographics of the population are changing, which means that marketing efforts must also adapt to accommodate the new environment.
With that in mind, diversity can help ensure that all ages, sexualities, nationalities, religions, and genders are represented in your brand’s message.
Why is Diversity Market Research so Important?
A disastrous marketing campaign can occur if you don’t consider the importance of diversity. In the case of H&M, for instance, the company’s campaign ended up causing celebrities to leave the company and riots in South Africa over the infamous Monkey shirt, which temporarily shut down all of its stores.
Before the launch of the campaign, H&M should have conducted a comprehensive marketing research study that included a variety of perspectives. This would have allowed the company to assess what could go wrong and how it could be fixed.
In addition to being able to analyze the potential results of the campaign, market research can also help you create an impactful campaign that can be both PR and sales-friendly. For instance, Nike took a calculated risk by releasing an ad that featured an image of Colin Kaepernick. The ad showed people from various backgrounds, including athletes from different countries, all sharing the same goal.
According to marketing expert and author Bridget Austin, the concept of the salad bowl effect refers to the shift in communities where people start to celebrate their differences instead of striving to fit in with the prevailing culture. Brands must be able to represent history and background to get through.
Ethnotics – Market Research Firm in New York
A professional multicultural marketing research agency can play a critical role in helping you understand the potential results of the campaign. They can provide you with an unbiased analysis so that you can make informed decisions and improve the effectiveness of your marketing efforts. This allows brand managers to make adjustments and keep investing in the right direction.
At Ethnotics, we take pride in being able to provide our clients with the necessary tools and data to make informed decisions. We can help you design and implement effective marketing studies and manage your field and online research programs, prioritizing cultural diversity and modernizing your marketing efforts.
If you’re interested in learning more about how we can help you improve the efficiency of your campaign, please contact us.
