Strategic analysis and planning is at the core of what we do. We operate from the premise that just as we are born into a family, we are also born into a culture that shapes our attitudes, our behaviour and our perceptions of the world around us.
It is our view that culture plays a decisive role in how we communicate and connect with one another. The key to effective cross-cultural marketing is to focus on the identities that are common to the whole intended target group. By identifying the target group’s patterns of cultural behaviour and consumption, this knowledge can be assimilated into our overall communication strategy, for example in a marketing campaign.
Our method is made up of several different components, including demographic analyses, market surveys, anthropological field studies and an understanding of how culture-specific tendencies emerge and develop.