It is increasingly important to learn how and why people use certain products – or fail to do so. Inattention to the cultural context within which products are used can result in some costly mistakes. We have all heard stories of campaigns and slogans that fail miserably when placed in an international context. ‘Come Alive Pepsi’ became ‘Bring your ancestors back from the dead’ in the Chinese version, while a major ad campaign launched in Malaysia did not sell because it used the colour green – a symbol of death and disease for local people. While some stories may be amusing, all are costly in terms of money, reputation or both.
To assist clients in understanding how cultural variables influence consumer behaviour, newfocus can include cross-cultural research methods in the various stages of product research or can identify how you can extend your brand to reach different cultural groups.
We use this method with clients for: