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Cultural insight

Cultural insight refers to all insight stemming from the context of culture: the ideas, customs, and social behaviour of a particular people or society which can shape individuals’ thoughts and feelings. Often ignored in traditional market research, cultural insight is important because it is derived from the social environment that embraces both consumers and brands. Research techniques such as semiotics and ethnography offer rich opportunities for unlocking cultural insight.

Key Reading

Important papers from across the Warc database

This article discusses how the global beverage brand manages to stay culturally relevant, despite its long heritage. It shows how, while Coca-Cola has embraced a "better world" brand positioning for the last 100 years, it has needed to regularly refresh its marketing communications to suit the prevailing mood of the time.
This article suggests that cultural innovation is a superior approach to functional improvement.
How culture, routinely ignored by "traditional" market research, can be an inspiring source of insights.
This paper gives guidance on how to use the 'inside-out' research approach of semiotics.

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