We have found that having a good cultural lens to examine the consumer has been essential in allowing us to derive genuine, actionable insights. When it comes to understanding different cultures, we need to get at the things that consumers can’t readily articulate.
Whilst certain human needs are almost universal, the way that these need manifest in local markets is culturally specific. Cultural Clarity is about uncovering the core values and drivers that are deeply ingrained in a culture, and understanding the influence they have on the attitudes and behaviours of the people in that culture.
By delivering Cultural Clarity, we illuminate what is central to a culture so that our clients can better understand their target consumer and achieve commercial success.