TRIUMPH TALES
Success stories that distinguish C&C Multicultural
Bringing consumers to life to illustrate what moves them and develop relevant positioning
A client in the entertainment sector realized that their current brand positioning was losing relevance with most of their consumers. The client commissioned C&C to conduct exploratory research to deeply understand who this consumer was as well as uncover brand perceptions. Via ethnographic research and focus groups, C&C was able to unearth key consumer insights that translated into positioning seeds allowing our client to re-position their brand resulting in stronger consumer connection between consumers and the brand.
Assessing the market potential for a financial services client using a three-phase approach
After studying the landscape via primary research, the client asked C&C to conduct ethnographic research to dive deeper into the mind of consumers. The qualitative learnings informed the development of materials which were then tested using an innovative quantitative approach. The results helped fine tune the materials, but more importantly highlighted the demand consumers had for the client's products. The research helped our client develop more compelling materials and a relevant website to effectively target consumers seeking information that was presented in a way that met their needs.
Phase 1: The power of reaching consumers in a genuine and authentic way (Ethnos + IDIs)
As the financial prosperity of Acculturated Hispanics expanded, a financial services client sought to establish a more genuine and authentic connection with this demographic by deeply understanding their cultural nuances. To achieve this, we introduced a two-phase approach. In the initial phase, we conducted Ethnographies and In-Depth Interviews to delve into their perspectives regarding financial institutions, their grasp of financial products, and the pivotal role of culture in the accumulation of financial wealth. Given their status as astute consumers adept at navigating two distinct cultures, authenticity became paramount, ensuring that they felt truly acknowledged and respected for their cultural duality.
Armed with these insights, our exploratory efforts informed the subsequent development of communications materials, which were then put to the test in focus groups.
Phase 2: Proof that relevant communications touches the heart (Focus Groups + Dial-Testing)
To test the impact and relevance of key cultural cues in the ads, we developed a video reel that included our client's ad in English and a series of non-client ads. We exposed Acculturated Hispanics and General Market consumers to the reel employing dial testing to gauge their reactions whenever they saw positive or negative elements in the ads. The results were strikingly precise enabling us to identify the key cultural cues that generated positive reactions among Hispanics and "neutral" responses from the General Market. This methodology revealed the powerful impact communications can have on Hispanics when brands convey a sense of authenticity and genuineness. Our efforts helped creative teams develop a highly relevant ad campaign showcasing our client's profound understanding of this consumer.
