Brands and organizations have been held accountable for their lack of ethnic representation for years and decades. Over the past few years, things have gotten much better. Inclusivity is finally being prioritized, especially in 2023.
However, we still have a long way to go. Many companies make the mistake of launching tone-deaf multicultural marketing and advertising campaigns that do more harm than good. While their intention may be good, their efforts fail to resonate with their target audience.
This mostly happens because of a lack of proper multicultural market research. When brands don’t take the time to research and understand audience preferences and buying habits, they fail to strike a chord with them.
If you’re interested in understanding your ethnic audience better, you’re on the right page. This blog will discuss the evolution of multicultural market research in 2023 to help you understand the right way to research your audience. Keep reading, take notes, and feel free to ask us questions towards the end. Let’s begin.
1. Greater Audience Segmentation
In 2023, there’s a greater focus on audience segmentation. Previously, companies often made the mistake of planning focus groups or surveys for the bulk of their audience, not specific cultural subsets.
When you randomly select people from your audience pool, there’s a chance that you’ll pick too many people from one ethnicity and leave out smaller ethnic groups entirely.
We’re moving towards greater audience segmentation in 2023. Before conducting research, multicultural market research firms carefully break the target audience into small clusters to ensure complete representation.
Stratified sampling will help you check this box off the list. As you divide your target audience into subgroups (strata) based on different characteristics, you’ll ensure proper representation and acquire rich insights.
Cross-cultural consumer research is rightfully being prioritized in 2023, and we expect to see an even stronger focus on hyper-specific cultural representation in the coming years.
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2. Keeping Economic Disparities in Mind
The economic divide is deepening in the US, and it’s becoming even more pronounced among marginalized racial and ethnic groups.
Multicultural market research shouldn’t just dissect audiences based on ethnic differences. Instead, it should also take economic differences into account.
In 2023, ethnic research is further specified on the basis of economic standing. According to research, the poverty rate among African American consumers is 25.4%. Wealth disparities are also prominent across Hispanic groups.
Make sure you keep economic differences in mind when conducting research. This will help you capture the entirety of your ethnic audience, not just the privileged groups.
3. Using Diverse Data Collection Methods
Ethnic research frameworks should never be copy-pasted. For instance, you cannot use the same framework for two ethnic groups; the one-size-fits-all approach will backfire and reduce the accuracy of your results.
Use the right data collection method for each audience subset. Let’s consider an example. Hispanic and African American consumers predominantly use mobile devices and tablets to access the internet, whereas Asian American consumers rely more on broadband connections at home.
These differences will help you target your audience using the most appropriate data collection method. Carefully research your audience to determine the most suitable research methodology.
Recommended Read: Things Researchers Should Do When Working with Ethnic Groups
If you’re looking for a multicultural market research firm, Ethnotics should be your first stop. We perform qualitative and quantitative market research to understand ethnic audiences and help our clients fine-tune their marketing and advertising strategies.
Whether you’re interested in launching an Asian marketing campaign or a Hispanic advertising strategy, we’ll provide ethnic market data to help you capture audience interest more accurately.
Talk to our experts to get started. For more insight, explore our story to understand why we’re so passionate about our work and ethnic representation. If you have further questions about the evolution of multicultural market research in 2023, feel free to comment below and start a discussion. Our experts will get back to you shortly.
