How to Build a Multicultural Voice of the Customer Program
If your voice of the customer program treats the U.S. as one audience, your data is lying to you. Using Bad Bunny’s Super Bowl halftime show as a case study, this article explains how multicultural market research can transform VOC from a blunt dashboard into a decision-making engine for modern brands.
Welcome to Behind the One-Way Mirror: One Year After Moderating Life
In this first edition, we reflect on what the series revealed about our work, our clients, and our legacy—and why we’re opening the curtain again to share more of what we see from the front row of multicultural and Hispanic marketing research.