The researchers at Cultural Edge have many decades of experience working specifically in the multicultural segments of the market. We are not researchers who merely dabble in the occasional Hispanic or multicultural study our clients throw us. Most of our clients contact us because the larger research conglomerate that they normally do business with simply do not have an indepth knowledge of the multicultural markets. Among the problems with using companies that do not focus on these markets is the use of wrong sampling methods, incorrect phrasing of questions, use of suppliers who are equally inexperienced and, most importantly, shallow interpretations of the research findings.
Analysis of findings is not simply reporting data, numbers or verbatims. It is having a deeper understanding of the cultures involved. Knowing sociocultural contexts (pop culture, historical context, symbology, spirituality, psychology) of the consumer is crucial. Researchers need to be either deeply ingrained in the culture or a member of the target culture to provide this nuanced context. Otherwise clients learn nothing new and miss out on a key opportunity to understand the underlying, emotional drivers to the consumers' behavior and beliefs as a consumer.
Cultural Edge helps clients fill in that experience and knowledge gap.