Often ignored in traditional market research, cultural insight is important because it is derived from the social environment that embraces both consumers and brands. A cultural approach looks beyond the functional and focusses on phenomena and assumptions that are frequently taken for granted. Cultural insight is rooted in meaning and understanding the symbolic representations that exist within society and consumption. It is especially important for multinational brands, and in an increasingly fragmented and polarised world. Semiotics can tap into the culture that shapes consumers and ethnography offers a rich methodological lens for unlocking cultural insight.
Definition
Cultural insight refers to...