Both Head and Heart [REPORT]

“Both Head and Heart” looks at marketing strategies designed to broadly connect with diverse audiences and the subsequent emergence of “Total Market.”

“In a world where multicultural consumers are rapidly becoming the majority of the market, we need to understand them more deeply and with greater sophistication than ever before,” says Monique Nelson. “Connecting in depth with multiculturals is critical to truly engage with them, and win their attention and loyalty. That means understanding when cultural resonance is particularly important to them, and why. By grasping the fluid interaction between the head and the heart to implement the appropriate strategy, this research shows us Total Market done right.”

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