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First Multicultural Copytesting Service
Consumer research firm Insights Marketing Group (IMG) has launched Multicultural Diagnostic Research - the first copytesting service geared exclusively towards multicultural ads and audiences through an exclusive licensing agreement with Diagnostic Research International (DRI).
The new multicultural copytesting service provides insights into the performance of multicultural advertising in a culturally sensitive interviewing environment and using a proprietary cultural sensitivity assessment.
Multicultural Diagnostic Research is a comprehensive approach providing evaluative information for advertising decisions as well as in-depth diagnostics to target areas for revisions and/or refinements for ad optimization. The new service adds:
- a culturally sensitive interviewing environment,
- ethnic group calibrated norms,
- a proprietary cultural sensitivity assessment, and
- IMG's experience and sensitivity to cultural marketing issues.
IMG's service will focus on African American and Hispanic TV, radio and print advertising.
Belkist Padilla, President and founder of Insights Marketing Group said 'There's been a need for a copy-testing service for African-American and Hispanic advertising that offers normative data and an understanding of the cultural nuances that can impact advertising. Thanks to our venture with Diagnostic Research we were able to marry our expertise with DR's experience and proven methodology to offer Multicultural Diagnostic Research.'
'Multicultural advertising can't be just 'OK,'' added Dan Murphy, Vice president of IMG. 'You can't overcome problems with a large media budget because a multicultural campaign often has lower levels of support. It needs to be superb.' Problems with an ad may or may not surface in qualitative research, and subtle problems are even more difficult to detect. 'Cultural sensitivity issues, such as the depiction of a character in an ad, can be difficult to detect if people don't want to confront these issues,' he said. 'The IMG method is customized for multicultural advertising testing. It incorporates a number of direct and indirect questions to capture respondents' feelings about the cultural aspects of the advertising'
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