See Cultural Intelligence in Action

Canadians are adjusting their media preferences, and many publishers, including CBC, are appealing to Canada’s growing multicultural audience to tap into this opportunity. The challenge was to understand what ethnic Canadians were seeking from media platforms—whether it was news, sports, entertainment, or culturally relevant shows—and how CBC could position itself to meet their needs effectively.

CulturaliQ conducted online quantitative research targeting multicultural Canadians. This study explored content and platform preferences, assessed perceptions of CBC’s current offerings, and examined key motivational drivers such as trust, representation, and accessibility. Insights were used to uncover gaps and opportunities for engaging multicultural audiences more effectively.

The research revealed actionable insights into the trigger points and motivational drivers for choosing CBC. Key findings included the importance of culturally representative content, a strong demand for trustworthy news coverage, and an interest in community-focused stories. These insights enabled CBC to tailor its content strategy, diversify its programming, and emphasize its role as a reliable and inclusive media platform.

VISA sought to understand consumer preferences for sending money using a recipient’s email address or mobile phone number instead of more the usual (but more sensitive) bank account number. The challenge was to uncover how this method was perceived across five different European countries and to identify cultural drivers that influenced adoption, trust, and usage of this digital payment solution.

CulturaliQ conducted a mixed-methods research approach, combining qualitative focus groups with quantitative analysis. The focus groups explored consumer attitudes, trust in technology, and perceptions of convenience and security, while the quantitative research validated these insights and measured adoption drivers across countries.

The research revealed both similarities and key differences across the five countries. These insights allowed VISA to tailor its marketing and product strategies, addressing unique concerns while reinforcing universal benefits, ultimately fostering greater adoption of this innovative payment solution across Europe.

Hershey’s faced the challenge of creating culturally resonant packaging for its products to connect with key multicultural consumer groups during important cultural festivals. The brand recognized that its traditional packaging did not fully capture the cultural nuances or emotional significance of multicultural festivals. Hershey’s needed to understand how to authentically engage with these diverse consumers while aligning its offerings with their cultural values and traditions.

CulturaliQ conducted our proprietary qualitative Inspiration Sessions with multicultural consumers. These sessions explored both conscious and subconscious cultural drivers.

The research uncovered symbolic elements, colors, and motifs meaningful to each cultural group, providing a foundation for culturally relevant packaging designs, and messaging.