Multicultural Marketing Appeal to My Instincts
One of the most common mistakes of multicultural marketing is to assume that a specific call to action will appeal to all targets. With online surveys, marketers can identify how one culture might respond stronger to a certain offer or value proposition, while another may be more motivated to buy based on a manufacturer's reputation or product feature-set.
Sometimes you learn this by accident. For instance, a global manufacturer of GIS and mapping equipment wanted to survey customers and prospects to find out how it stacked up against competitors. ... Specific demographics such as country of residence were included in order to track survey response rates. As a result, and because researchers are curious by nature, they performed a subsequent segmentation analysis that found stark differences in preferences for product features across geographic regions (i.e., respondents from Asia and the Pacific Rim were much more likely to think depth of features was important in making purchase decisions, while their European counterparts favored ease of use).
Excerpted from Multicultural Marketing: Why One Size Does NOT Fit All by Jim Stachura, director of research and analytics at Aelera, an Alpharetta, Ga.-based consulting company, and Meg Murphy, vice president at Inquisite, an Austin, Texas-based provider of online survey technology. For more information, visit www.americanmulticultural.com.