Multicultural Research to Drive Purchase


Travel & Hospitality

Consumer Engagement

Growth Strategy

The Challenge

A global media client sought to drive business growth through strategically engaging more diverse, multicultural audiences – populations that historically made up a smaller portion of customers.

The Solution

CMB designed a quantitative study to gain a thorough understanding of multicultural consumers and their travel behaviors, motivations, barriers, emotions, perceptions, etc. – and how they make decisions. Leveraging our proprietary consumer psychology analysis techniques, we dug into how our client delivers on key psychological benefits that drive brand affinity and loyalty – and identified opportunities for improved alignment with diverse audiences.

The Results

Our research supported vital business decisions to help the organization design marketing communications and messaging that resonates with these audiences and drives sales.