Introduction to Cultural Intelligence: understanding the role of culture in consumer perception

Learn how to hook brands into the cultural landscape 

Have you wondered why ‘culture’ is becoming a buzzword in our industry? Have you thought that you’d like to create brands that are more culturally resonant but feel culture is too messy to hook into? Have you considered how to start selling cultural insight but haven’t yet been able to? Join this course for a  fascinating deep-dive into how culture shapes consumers and why you need to include it in your research and strategy arsenal.

Culture, as deep as our biology in shaping our perceptions and behaviours, is a key point of entry for understanding consumers. And yet cultural insight is still underutilized as a market research method across our industry. This fun and engaging course can help both brand and insight managers as well as agencies understand the value of culture in getting far deeper consumer insights.

• Minimum 6: maximum 14 people.
• Who will benefit: Both market research professionals and strategists as well as client side brand managers, insights and marketing teams.
• Virtual / online session
• Learning method: mix of explanation, case study review, interactive, group and independent work with plenary discussion. Q&A via chat function

Learning objectives – longer version

1. Learn the definition of culture and the Importance of Cultural Intelligence: Attendees will understand the concept of cultural intelligence and its relevance in the context of market research and consumer perception.
2. Understand the impact of Cultural Dynamics on Consumer Behaviour: Attendees will explore how cultural factors influence consumer perception and behavioral patterns, enabling them to respond to business challenges with more acumen
3. Develop Skills to Identify and Leverage Cultural Insights and Trends: Attendees will learn how to identify emerging cultural trends and incorporate these insights into brand strategy to enhance consumer resonance and engagement.
4. Apply Cultural Insights to Enhance Brand Strategy: Participants will gain the ability to integrate cultural intelligence into brand development, marketing and strategy to be more powerfully resonant in culture.

Trainer biography: Dr. Monique Centrone has been teaching and mentoring people in cultural insight for more than 10 years and studying culture for 25 years. She is a sociologist who spent her early career in academia, and then moved to the commercial world and founded the cultural strategy and semiotics practice at Ipsos, which she runs full-time in the UK. Her work is used in brand, innovation and creative strategy to create more meaning and connection to audiences across all brand expression. She has worked with the world’s most beloved brands including Google, Bloomberg Media, Lloyds Bank, Reckitt, Carlsberg and beyond, and is currently teaching as Visiting Practitioner at University of the Arts, London College of Communication.