Beyond Translation

The Marketer's Field Guide to Understanding Today's Transcultural Consumer


Valerie Romley, Chief Research Officer of Moving Target Research Group, a global brand research consultancy, which helps brands cross the cultural divide by better understanding the dimensions of today's consumer, is set to launch her new book, BEYOND TRANSLATION, The Marketer's Field Guide to Understanding Today's Transcultural Consumer, October 29th.


BEYOND TRANSLATION delivers insight and strategy into connecting with the consumers of the top three emerging majorities in the US: the Hispanic/Latino, Pacific-Asian and Asian-Indian markets; and, is designed as a guide for marketers to quickly understand who, what, how and why consumers respond to marketing strategies. Many of the insights focus on the key dimensions of culture and context that simultaneously drive conflicting behavior and prevent effective communication across cultures.


"Asian-Americans, Hispanic-Americans, Asian-Indian Americans are blurring the traditional symbols of ethnicity based on race, language, country-of-origin and culture," explains Valerie Romley, Chief Research Officer, Moving Target Research Group. "They are rapidly evolving and challenging the definition of 'ethnic' or 'multicultural' marketing."


Today's multicultural consumers represent more than 100 million or one out of three people living in the US. The explosive growth of the multicultural community in the US has marketers abuzz on how to connect with this ever changing and increasingly powerful demographic.


"The book goes beyond the language of debate, beyond 'in-culture marketing,' beyond the repurposed marketing cliches and gives marketers the tools necessary to understand the drivers behind behavior, so that they can develop relevant and effective connections that resonate with the core of today's transcultural consumer," added Romley.


BEYOND TRANSLATION illustrates some key failures that marketers most often commit and the resulting communication breakdowns. The field guide offers seven steps for cracking the multicultural code and connecting with today's transcultural consumer.


"When these steps are taken into consideration and properly executed, these insights can help marketers humanize and actually understand the consumer and the many dimensions that drive what can at times seem to be perplexing behavior," notes Romley.

BEYOND TRANSLATION is available for purchase on Amazon.com and retails for $24.95. For more information, visit http://www.gobeyondtranslation.com/ or http://www.movingtargetresearch.com/ .


ABOUT MOVING TARGET RESEARCH GROUP (MTRG)


MTRG, a global brand research consultancy, helps brands cross the cultural divide by better understanding the dimensions of today's consumer. MTRG brings a consortium of international researchers with an unquenchable curiosity to gain a deeper understanding of human behavior across the globe. MTRG has over 30 years of combined experience in consumer research and marketing strategy.


ABOUT VALERIE ROMLEY


Valerie Romley is the chief research officer and founder of Moving Target Research Group. In her extensive career, Romley has built a solid reputation and expertise in the general and transcultural markets with consumer research and fieldwork. "Experiential Research" is her proprietary methodology that combines the power of cultural intelligence, contextual research, influencer and experiential marketing to connect brands with their target markets. (PRN)