Culture Watch, a research-based project into the impact of cultural diversity on consumer attitudes, is launched today.
Culture Watch is led by Kate Wilson, a senior brand strategist who has worked with some of the world’s leading brands throughout her career.
At least 10% of the UK workforce is made up of non-native British consumers – this culturally diverse audience represents both a fascinating opportunity and a challenge for marketers. Culture Watch will address key cultural groups living in the UK including Polish, Chinese, Indian sub-continent and Latin-American.
Culture Watch will cover four key areas to aid brands in reaching these audiences:
Cultural Demographics - exploring the basic dynamics of the sample
Marketing Essentials - attitudes to brands and advertising
Sector Specifics - awareness and purchasing across key market sectors
Media Consumption – including key media, mobile phones and internet.
Culture Watch comprises three elements: the central element is a syndicated quantitative survey. The survey methodology allows for brands to include their own bespoke questions. The research survey will be supported by an Expert Panel and bespoke advice and consultancy.
“There is a growing appreciation amongst marketers of the importance of culturally diverse groups but the obstacle to successfully reaching these audiences has been the lack of reliable market intelligence. The complexity of the audiences, lack of consumer and brand based information and highly fragmented and changing media options has put understanding cultural diversity into the “too difficult” box for many brands. Culture Watch aims to provide a strategic and marketing-focused look at the UK landscape to give marketers the information they need to assess markets and understand their audiences.
The syndicated survey will be carried out by ICM Research. Gregor Jackson, Associate Director, says
“This research is ambitious in its scope and to the best of ICM’s knowledge has not been attempted before beyond specific large scale ad-hoc surveys driven by public sector requirements. ICM agrees wholeheartedly that there is place for a specialist, syndicated research vehicle such as Culture Watch and we are delighted to be involved in the project.”
The full survey will launch in Q3 2011. In the meantime, Culture Watch’s first pilot study into the UK Polish community has just been completed. The findings have provided interesting and intriguing insights to attitudes and behaviour amongst the Polish community which, both in isolation and when replicated across multiple cultural groups, have real implications for marketers.
Headline findings include:
68% of the sample claims that it is of ‘no importance’ that advertising or marketing messages take account of cultural background
57% claim to ‘be comfortable with advertising that is for people from all cultures’
In terms of attitudes to brands, there is a divergence between those who see themselves as experimental - 36% - and those who claim to be loyal to brands they know and trust – 29%
Only 15% claim to look for brands that they are familiar with from their native culture
Brands appear to be a more important factor in purchasing decisions in the UK than in Poland – with 39% claiming brands as an important factor in UK purchasing, versus 13% in Poland.
About Kate Wilson
For over 20 years Kate has been advising a wide range of businesses about marketing. She has extensive experience of all aspects of corporate and marketing strategy disciplines – including brand and service positioning, identification of competitive advantage, audience segmentation, advertising and communications.
Kate is skilled in marketing audit, analysis and direction, using qualitative and quantitative research and analytical techniques to ensure understanding of markets, audiences, competitors and products. Her practical experience has ranged from top end luxury goods to fashion, FMCG, retail, healthcare and home wares. She has also advised the service sector, establishing marketing systems and processes that have given them the foundation of a marketing operation within their organisations.
London - 18 April 2011