Multicultural Research: Top 3 Things You Should Know
According to a 2017 American Community Survey, one in seven US residents are foreign born. In Canada, that number is even higher. At the time of the 2011 National Household Survey, 1 in 5 Canadians were born outside Canada. This large influx of new US and Canadian citizens represents a prime marketing and sales opportunity for North American brands looking to grow their market share in an established and at times crowded market.
The increased importance of brand visibility and awareness amongst newcomers has turned multicultural marketing into somewhat of an arms race. Brands now seek out new advertising and marketing channels that provide high levels of exposure to newly landed or soon to arrive immigrants. Airports, Visa offices, and even partnerships with brands abroad are all opportunities that have been pursued in recent years to varying levels of success.
Brands are now understanding the importance of being first to market, and that making an impression with newly landed immigrants can have a noticeable impact on market share. However, what’s being lost in the mix is messaging and value. Does the message of your advertising correlate with newcomers’ values and belief systems? Is the messaging relatable and does it speak culturally to those viewing the ad?
In order to create a great marketing campaign, you need the insights to support it. That’s why multicultural research has become more important than ever. Here are 3 things to consider when designing and executing your research campaign.
Consider your sample makeup.
We tend to think of newcomers holistically, but every immigrant has a story, a different path to North America and background with his or her own set of beliefs and cultural shopping behaviours. That’s why it’s important that your sample set is as representative of the newcomer population as possible. Things to consider include tenure and acculturation levels, country of origin and regional segmentations within country. The closer you mirror your sample to representation, the more accurate your results.
Think about regional and cultural biases
Each country is unique and even within country there are regional and cultural biases. The opinions and cultural beliefs of someone from the North of India is different than someone from the south, and someone who speaks Mandarin from mainland China will have vastly differently shopping behaviours than a Cantonese speaker from Hong Kong or Macau. It’s important to take this into account when designing your questionnaire, ensuring that you provide different language options for those taking part in the study and that you’re tailoring parts of your questionnaire to speak to respondents on a regional basis.
Traditional Roles are Localized
In North America, we tend to view traditional gender roles as a thing of the past. It’s now common place for both heads of the household to have full time jobs and to help around the house. Although we view this to be true in North America, the same can’t be said for some other countries around the world. It’s important to give consideration to who your intended purchaser is and how the roles of ultimate purchaser and decision maker vary from region to region. For example, in most cases traditionally the man of the house has been the breadwinner for South Asian households, but the female is the ultimate decision maker for food prep and purchase.
A well thought out questionnaire and sample plan will go a long way in ensuring your study is as representative as possible, and that you’re gaining meaningful insights into your target audience. As newcomers to North American continue to grow in size and they become a larger part of our population, we as market researchers need to do a better job of tailoring our studies to their individuality and to think about them more as specific sub segments as opposed to one large conglomerated audience. Doing this will create opportunities for additional products and services to benefit those who are currently underserved, and in turn will aid brands in growing their market share in a crowded marketplace.