Incredible Marketing Is Based On Culture And Research!

When you’re given a big culture marketing problem to solve, how do you get your mind started?


You may find yourself sitting with a blank page or screen and assuming the pose of Rodin’s Thinker.

It’s OK: we’ve all been there. If this has happened to you recently, you’re in luck! I’m here to help.

In the rest of this article, I’ll be explaining how to get unstuck by using culture-centric research-based marketing. If that sounds like a lot of terms thrown together, don’t worry—it really is as simple as it sounds!

This is especially true when compared to writing while stuck in Rodin’s Thinker pose.

If you are like many marketers, you might start by thinking about consumers—what they are like, what they need and want, and how your product or service fits into their lives.

`If you’re a marketer, you might be wondering how culture-centric marketing research could apply to your company. With this approach, we put the focus not on customers but on the organization itself. If you are like many marketers, you might start by thinking about consumers—what they are like, what they need and want, and how your product or service fits into their lives.

Consumers are now grouped by common demographic and psychographic traits but also by shared values, morals, and ethics. Sociologists have called these groups cultural tribes .

Sociologists have classified consumers based on demographic and psychographic traits as well as shared values, morals and ethics. They have called these groups cultural tribes.

You might might look at competitors to find out where there is an opportunity for differentiation. You may ask yourself: What value do we bring that is unique? And how can we make our offering stand out from the competition? Ultimately, all these questions come back to one thing: the customer but on a larger scale!

Over time, the concept of consumer has evolved from being about the individual to being about the group.

Segmentation is based on both socioeconomic characteristics and psychographics.

Philip Kotler (From Book – “Marketing Places” published in 1994)

They are at the center of every decision in a competitive setting—so much so that they’re addressed first name basis. And why shouldn’t they be? After all, businesses exist because of their customers. Their buying power drives profitability for brands and always has done so.

The larger groups consumers can be slotted into are often referred to as demographics, and if you can think of a way to categorize humans, there’s probably a demographic segment built around it. Are they frugal? There’s a segment for that. Do they have kids? There’s one for them too! Are they suburbanites who buy big cars to compensate for their small penises? Yep. This type of segmentation has been around since the rise of mass marketing in the Industrial Age and is still common today.

Creating a culture-centric marketing strategy is not difficult. However, it does require an organization to invest in the process and to understand and evaluate their performance after implementation. In this way, using culture as the basis for communication is a no-brainer: businesses are already doing it. The only difference is that they are now aware of how cultural differences can impact consumer behavior, and they use this information to be more effective in marketing and branding strategies.

Culture-centric marketing is the practice of conducting research to better understand how these cultural differences impact human perceptions, attitudes and behaviors. Culture-centric marketing research provides a better understanding of consumer behavior in one’s own culture, as well as in different cultures. It helps marketers learn more about who they are targeting and why they are making purchase decisions.

  • culture-centric marketing is a process of understanding how culture influences human behavior
  • culture-centric marketing research provides a better understanding of consumer behavior, both in one’s own culture and in different cultures
  • culture-centric marketing helps marketers learn who they are targeting and why they are making purchase decisions.

Creating a culture-centric marketing strategy is not difficult. However, it does require an organization to invest in the process and to understand and evaluate their performance after implementation. In this way, using culture as the basis for communication is a no-brainer: businesses are already doing it. The only difference is that they are now aware of how cultural differences can impact consumer behavior, and they use this information to be more effective in marketing and branding strategies.

In recent times, we see a wide gap between the brands and their customers due to lack of culture-centric marketing. Every product and service needs to associate itself with the cultural identity and prove to be one of all.

In recent times, we see a wide gap between the brands and their customers due to lack of culture-centric marketing. Every product and service needs to associate itself with the cultural identity and prove to be one of all.

Culture-centric marketing has evolved from being about the individual to being about the group. It is a system of knowledge. It is also called as ‘cultural-centeredness.’ If a brand has a cultural identity, it can be identified easily by its customers because cultures are dynamic and have diversity in them.

Simply put, culture-centric marketing is the practice of conducting research to better understand how cultural differences impact human perceptions, attitudes and behaviours.

Come discover your company culture and market culture with Culturisk and minimize the risks associated with your business. Book A Meeting with us to study and analyze your culture-centric marketing opportunities and threats!

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