On November 1, 2019, we published a blog on Medium exploring the wide range of ethnicities by which Hispanics identify. Among them was the controversial term “Latinx.” That post quickly became the most read blog in our company’s nine-year history and went on to be cited by the Washington Post, New York Times, The Atlantic, and many other publications. The media attention garnered both praise and criticism from readers, some of whom didn’t agree with the outcome of the study so they questioned our methodology despite our accurate sample frame and weighting tactics.
This podcast explores the relationship between language and brand engagement and how Fortune 500 companies can use the Spanish language to fortify their marketing assets and unlock the potential in the market through in-language campaigns. Guest: Diego Antista, CEO & Founder of Multicultural Integrated Technologies
“They should have done their market research before airing this ad.” This is a typical dig by market researchers on social media who lambast the creators of tone-deaf ads. While they may have a point, and their quip is entertaining, this ribbing is a trend that needs to stop in 2020. It’s no longer funny, nor is it helpful. Not only are brands embarrassed, but the people in the ads and the communities they represent are hurt, and that’s not okay. Besides, many of those tone-deaf ads we are snickering about were actually steeped in market research, pre- and post-tested, but failed in their execution.
U.S. consumers are bracing for a polarizing year in politics. From impeachment proceedings to the presidential election, emotions are high, but unemployment is low, and that appears to be the economy’s saving grace as we head into 2020. Now in its fifth year, our annual consumer sentiment report, ThinkNow Pulse™, provides insight into how Americans feel about the state of the economy, its impact on their household income, and how the political climate influences their economic outlook. We compared this year’s data with past years and found interesting shifts in sentiment among key demographics.
The beginning of a new year not only brings celebratory toasts and resolutions but, in politics, preparation for the State of the Union address. Dating back to 1790, the SOTU serves as a “report card” of sorts, as the president gives his or her take on the state of the nation and outlines the president’s legislative goals for the year. In the spirit of this time-honored tradition, I thought it timely to present an overview of the major changes impacting the online sample industry. I’ll focus on two key pieces of legislation – GDPR and CCPA – that have disrupted the current state of the sample industry and changed the way data aggregators handle consumer data. Europe – Updates to GDPR Facebook has become the poster child for poor mishandling of consumer data. Under intense scrutiny, Facebook founder Mark Zuckerberg has had to defend his company and its data collection practices in front of both U.S. congressional committees and the European Parliament. But Facebook isn’t alone. Many well-known companies collecting data on consumers, from cookies to search histories, emails to social posts, and everything in between, have been criticized by regulators and are subject to enhanced privacy protection laws enacted to protect consumers. The General Data Protection Regulation, or more commonly known as GDPR, is the EU’s response to European consumers’ growing concerns on how their data is being collected and used by companies. The law, created in 2016 and implemented in 2018, replaced privacy legislation enacted in 1995. While it took some time for regulators to figure out how to effectively enforce GDPR and for users and companies to understand their rights and compliance requirements, the regulations are in practice today. Sample companies are
As America marches steadily toward a majority-minority population, culture and authenticity will play larger roles in how products and services are developed and marketed. Authenticity influences culture, but data suggests that it is not a key driver of brand choice. However, more culturally resonant campaigns should be on your holiday wish list for 2020, as multicultural consumers are authors of some of the most prevailing trends in 2019. To help you prepare for the changes, we have identified some of those emerging trends that marketers need to be aware of
Nearly four years later, the results of the 2016 U.S. presidential election are still shocking. Polls showed Hillary Clinton with a significant lead over Donald Trump, almost guaranteeing the win and appointment of America’s first female president. Victory parties were planned. Fist bumps and high fives were going around. But the polls were wrong. Across the pond, polls got it wrong again in the UK with the Brexit referendum. It seemed that those tasked with gauging public sentiment couldn’t seem to find it’s pulse. However, the “USC/L.A. Times Daybreak Tracking Poll” got it right. This was one of a few Polls that predicted Trump had a lead over Hillary.
This year was chock-full of defining moments. From ongoing trade disputes with China and political unrest, to legalized marijuana and online privacy concerns. In our final report of the year, 2019 Defining Moments: Insights Into Culture and Authenticity™, we highlight trends in consumer sentiment, purchase behavior, and digital media use, and explore the impact culture has on these trends. We’ve combined these insights into a brief narrative of Total Market consumer behavior over the last twelve months and marketing predictions for 2020.
In July of 2019, Illinois became the 11th state to allow the adult use of recreational marijuana. Its state legislature is the first to legalize selling the drug. Marijuana remains illegal at the federal level, for now. But that hasn’t stopped blue-chip consumer packaged goods (CPG) companies from exploring cannabis-based products as many believe that federal legalization in the U.S. is only a few votes away.
Cyber security continues to be one of the biggest threats impacting modern society, as most of our day to day experiences are played out virtually. We are hyperconnected through smart devices that have reshaped culture and transformed how we live and work. From online wallets to social media, smart speakers to drones, as consumers, we have served up a virtual smorgasbord of data points for hackers to prey on. Companies amassing these data points are especially at risk as they are the keepers of purchase behavior, transaction history, financial information, and more.