Crises such as the pandemic in particular have had (and continue to have) a major impact on consumer behavior. For example, especially during the initial coronavirus phase, which was found enormously unsettling, solidarity was a big need, and brands that presented themselves as showing “altruistic” solidarity were best able to serve the longing for public spirit. At the same time, people also had a great longing during this phase to serve their own selfish motives and to do something good for themselves, which in turn gave certain product categories a big boost.
Knowing what moves us culturally is a great way to lead one’s own brand safely into the future and to master crises.
Not only “big” issues such as the coronavirus crisis are relevant in this context, but the very fact that your product is to be distributed and advertised in different markets makes it necessary to focus on certain cultural characteristics.
Because the motives and the self-image regarding usage of cosmetics in France, for example, are different from those in Germany. Behind them, there are often different images and ways of dealing with certain product areas that need to be decoded.
Cultural research also means recognizing trends and making them expedient for your own brand.
In in-depth interviews and/or focus groups, we not only examine the respective product area, but also include general cultural trends and movements in the analysis.
Internationally, we work interculturally and are always on site and in close exchange with our cooperation partners. Wherever possible, we conduct some of the surveys ourselves, but we also make use of the views of our partners, who have a completely different approach to their own culture.
Only when the supra-regional perspective of the innerSense experts is complemented by the local researcher’s perspective on site can we avoid ‘blind spots’ and help to identify cultural peculiarities in a holistic way.