Rethinking consumer insights for cultural relevancy

Low Lai Chow

Leading-edge consumers can upend consumer insights strategies for brands looking to achieve cultural relevancy.

Brands can’t always be “culturally iconic”, though “they can certainly aspire to be”. That was the reality check dealt by Emma Gage, managing director of Crowd DNA Singapore, at the QUAL360 APAC market research conference.

“It’s about understanding your place – that’s your category, your consumers, your brand – in the wider world, in terms of what’s going on in culture,” she observed.

As she sees it, cultural relevance is “the most important brand health metric” brands should really aspire to – while cultural understanding can allow companies to gain a “culturally charged commercial advantage” over the competition.

Her...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands