We are in research because we like people, cultures, languages and the physical environments in which they live. We love being part of individuals’ lives for just a fraction of their life time to understand who they truly are and explore how their routines shape up every day of their lives. So, culture for us is way beyond understanding beliefs, values and customs, it is experiencing a form of life, so different and yet so attractive to us. Because of who we are, it becomes second nature for us to understand the differences in consumer needs, wants, preferences, attitudes, and values, as well as in shopping, purchasing, and consumption behaviors.

Our fascination in forms of life inspired us to build a cultural studio in which we consolidate cultural cues within a selected Latino cultural background with consumer insights. The results of our approach allow us to transfer cultural meanings to brands to create a vision and assist brand managers developing cultural branding strategies.

Cultural Cues and Consumer Insights Juxtaposition

Idea Generation

Concept Development

Cultural Branding