Cultural Edge Consulting, Inc.

11/05/2024

¿Le gusta dar su opinión? Estamos buscando participantes para una plática de mesa redonda que se llevará en persona en el área de Lake Forest. Participantes serán compensados $150 por participar en una discusión de 90 a 120 minutos. El tema es de servicios municipales en el área de Lake Forest, California. Si está interesado, por favor llene la encuesta y, si califica, será invitado a la plática. https://forms.gle/xtrBVX9aKZ7g95MP7

09/22/2023

09/16/2021

Latino population growth outpaced general population growth in every state ✅

The swift growth of U.S. Latinos is reshaping big states and small towns. Meet the faces of a new era.

08/01/2021

¿No tiene seguro de salud? Comparta sus opiniones al respecto y será compensado $200 por participar en una plática en reunión por video durando 2 horas. Haz clic en el enlace para completar una breve encuesta para ver si califica. https://remoteaccess.culturaledge.net/estudio-de-salud/join?key=3gQ

Si tiene alguna pregunta o prefiere hablar con alguien mándenos un mensaje directo o por email a [email protected]

04/21/2020

Advertising in the age of . Do brands need to abandon their DNA as they navigate the new and evolving cultural paradigm? Incredible montage of the latest ads in the age of coronavirus show that advertising creatives and their clients have the same thing on their mind when it comes to advertising during these "uncertain times." Ads are made by humans who live in the same world we all live in. And this is an emotional and uncertain time for everyone. Advertising will naturally reflect the cultural moment we are in. The challenge, as marketers, is to not forget the importance of brand differentiation, target resonance and connecting with the consumer on a deeper level.

Now, more than ever, market research can help find the nuggets and insights that will help brands differentiate despite the cultural moment in time we are all going through. Cultural Edge uses its RemoteAccess™ team to do virtual ethnographies, panel forums, online focus groups and personal interviews without subjecting respondents and researchers to dangerous situations.

Corporate Covid-19 response videos are eerily similar. *Cue somber piano music* When a company or brand releases a Coronavirus Response ad, they might tell y...

09/06/2018

Are you getting skewed, superficial data through online panels?

One of the issues with online panels raised by Pew and other researchers is that they do not necessarily represent the universe of people in the target accurately. That’s because the respondents aren’t selected at random. They self-select by opting into a panel to participate in surveys in exchange for incentives or prizes. So the sample represents only the type of people who like to participate in online panels, which according to one study, makes up only 6% of the population. For Hispanic research, this is an even bigger problem that requires much more adjustment in the methodology and sample design to correct.

For a detailed look at the challenges of online panel research, please see our latest blog post,

Every once in a while, we like to get in the weeds on the methodological and cultural issues of actually conducting research with Hispanics. In their latest research-nerd article, Pew discusses the dif...

09/05/2018

Hispanics are spending more than ever, despite media alarmism over current political climate. People are living their lives, regardless of what is happening on the national stage. Ignore the Hispanic market and you ignore a huge opportunity.

CPG sales to Hispanic consumers are weaker due to the political environment and immigration concerns. Fact or fiction? Nielsen has just released new data that may surprise you.

07/30/2018

Which country has the highest mayonnaise consumption? Seems like Argentina should be highest on the list thanks to Salsa Golf. This is what happens when our Argentine family visits: the mayonnaise disappears! Luckily in its place, are boxes of Havannetes and Alfajores hand-delivered with love from the BA.

07/23/2018

A recent article suggests that soccer marketing "still hasn't quite caught on in the U.S." However, an overwhelming number of viewers watched the games in Spanish. These particular US viewers are likely to be a lot more engaged with el "jogo bonito” than English-language audiences, and research has shown that Spanish-language advertising engages Latino viewers – even the notoriously, culturally ambidextrous bilingual population.

Did the researchers look at Spanish language coverage of the World Cup? If so, we would expect to see some Spanish-language ads in the mix. For important games like Mexico-Germany, Telemundo had almost twice as many viewers (7.4MM viewers versus 4.4MM for Fox) and they averaged 2MM per game through the round of 16 (which is close to Fox’s number). We take a deeper look at this topic and provide a wrap-up on advertising in our latest blog: http://www.culturaledge.net/cultureblog-worldcup/

07/20/2018

Were US viewers engaged and enjoying World Cup ads? This article suggests that soccer marketing "still hasn't quite caught on in the U.S." However, an overwhelming number of viewers watched the games in Spanish. These US viewers are likely to be a lot more engaged with el "jogo bonito” than English-language audiences.

Did Ace Metrix look at Spanish language coverage of the World Cup? If so, we would expect to see some Spanish-language ads in the mix. For important games like Mexico-Germany, Telemundo had almost twice as many viewers (7.4MM viewers versus 4.4MM for Fox) and they averaged 2MM per game through the round of 16 (which is close to Fox’s number).

Powerade did an amazing job with their World Cup advertising, airing ads both on English and Spanish-language coverage, tweaking the talent slightly by featuring Spanish-speaking Afro-latino talent on Spanish TV and African-American talent on English-language TV. If you included the Spanish-language coverage, we’d see an entirely different list of spots including Wal-mart, Sprint, Sol, Pepsi at the very least.

Were Spanish-language viewers from Telemundo included in this sample? Was a Spanish-language survey offered to respondents? Was the survey conducted with online panelists that are representative of Hispanics overall (country of origin, educational attainment, region of US, acculturation levels, language usage)?

Most panel providers skew East Coast and South Florida and under-represent Mexican Hispanics (two thirds of the population) considerably. Caribbean Hispanics typically sampled in East Coast and South Florida are less likely to be engaged with soccer, as it is not as popular in the source countries as baseball or basketball. If your sample is not balanced across US regions, countries of origins, language usage and acculturation, it is very easy to come to a very different conclusion.

This study raises important questions for those of us who work in Hispanic marketing as it seems to paint a picture of disengagement with soccer, when most research points to a higher level of engagement. If Hispanics were not included in the sample, then we would be interested in seeing this analysis done with the Spanish-language advertising.


https://www.marketingdive.com/news/pepsis-soccer-themed-marketing-scores-despite-coke-being-world-cup-sponsor/527878/