How to Understand Consumer Behavior in Diverse Markets

I often say: Focus on psychographics (values, interests) Over demographics (age, gender, income) The tough part? Gathering psychographics (without being creepy or invasive.) It's easier to rely on demographics. They're: - painless to gather - straightforward - easy to analyze - quantifiable But it's a mistake to depend on them. A costly one. They're a weak data point. The role they play in purchase decisions? Smaller than many marketers think. Psychographics are much more useful. And easier to collect than you think. Here's how I do it: 👉 Customer surveys Ask direct questions about values, interests, and the purchase process. 👉 Social listening Analyze what your audience is saying in comments, reviews, and posts. Look for patterns in their language, pain points, and values. 👉 Website behavior Track which pages customers visit, what content they engage with, and how they navigate your site. 👉 Customer interviews Understand the customer buying process — from the first moment a customer noticed a problem in their life through purchasing your product (and ideally your product solving their problem). 👉 Community engagement Host webinars, engage in online groups, read and respond to customer comments. Learn your target market's pain points and how they phrase those pain points. 👉 Analyze reviews and testimonials Look for recurring themes in what people say about your product — or your competitors'. Psychographics give you: - customer behavior insights - voice-of-customer data - value props - pain points It's priceless info. Use it to hone your messaging, offers, marketing, design, and product. #marketing #customerinsights #strategy

🚨 Immigration Policy Is Quietly Changing Hispanic Consumer Behavior—Are Brands Paying Attention? Lately I’ve been thinking a lot about the ripple effects of today’s immigration climate on the communities we serve. A recent article in the The Wall Street Journal really hit me: Latino consumers across the U.S. are pulling back—not because of inflation, but out of fear. Aggressive enforcement tactics are driving families to avoid stores, skip outings, and limit visibility. Even U.S. citizens and legal residents are feeling the impact. That matters—not just as a marketer, but as a Latino, a father, and someone who deeply values connection and trust in community. Big brands are feeling it: in-store traffic in Latino neighborhoods is dropping. Modelo, Coca-Cola, Colgate—major players are reporting real losses. But the deeper story is this: 💡 If your brand doesn’t understand how fear shapes behavior, you’re not really marketing with empathy. Here’s what I believe smart brands should do right now: - Double down on digital—meet people where they are: online, mobile, safe. - Build real community trust—don’t go silent; get closer, but with care and authenticity. - Partner with people who live this reality—not just speak to it. We can't afford to separate marketing strategy from lived experience. And we shouldn’t. Here’s the article if you're curious:https://dsy.mx/45Wsa7A Would love to hear how others are navigating this—especially those of us working in or with multicultural teams. #HispanicMarketing #LatinoVoices #ConsumerBehavior #CommunityTrust #MarketingWithEmpathy #MulticulturalMarketing #AnaMulti #LatinoComoTu

I began exploring global beauty markets in 2017. It's about implementing "Cultural Resonance Strategy" to connect with diverse consumers. After analyzing many beauty brands thriving in emerging markets, here's how they achieve success: - They tailor products to local preferences and needs - They collaborate with regional influencers and celebrities - They adapt marketing messages to resonate with cultural values This approach creates authentic connections across borders. Here's how to implement the Cultural Resonance Strategy: - Conduct in-depth market research on local beauty standards - Develop region-specific product lines - Create culturally sensitive marketing campaigns Remember, success in emerging markets requires flexibility and cultural understanding. A global brand with a local heart wins consumer loyalty.