Understand how diversity can affect shopping decisions
Understanding cultural and other influences behind purchase decisions can give you a real competitive advantage and a true understanding of shopper insights.
Knowing how diverse consumer groups move from wanting, researching and then buying, and their online and offline paths to purchase is now a vital part of delivering products and services in a multicultural and diverse society.
Our in-depth research methods and technologies uncover the nuances between groups, leading to richer, more valuable insights and ultimately a better user experience and sales uplift.
Talk to us about shopper research that understands ethnic, age-related and gender orientated viewpoints and attitudes to create more inclusive shopping experiences.
Ethnic minority communities are redefining the codes of the luxury sector: the future trumps the past, ostentatious consumption appeals more than old-fashioned discretion, informality supersedes stuffiness and celebrations of individuality matter more than tradition.
Workplace discrimination among women and ethnic minorities is well documented. But what about experiences due to the intersection of both gender and race? How do these interact – over the lifecycle, at home, in schools and at work – to shape the careers of ethnic minority women? We explored how some of the most powerful ethnic minority women in the UK beat the odds.
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