StarCom MediaVest Group
Chinese-American Exploratory
Chinese-American Exploratory
As America's Chinese population continues to rise, StarCom was interested understanding how to reach this population through advertising while being aware of cultural nuances. After conducing research through US Census data, I aided in identifying cities to conduct research interviews (San Francisco, New York and Houston) and neighborhoods to explore. I also hired cultural guide us through the various neighborhoods.
I recruited, scheduled and facilitated 6 discussion groups in each city (5-7 participants in each group) that included first, second and third generation Chinese-Americans.
Through the research we were able to highligh the most salient characteristics of the Chinese-American
population. We recognized that there is always a risk of generalizing an ethnic group—particularly one as
diverse as the Chinese-American community which is sub-divided by socio-economic differences,
levels of acculturation, language (Mandarin, Cantonese, English), cultural background (China, Hong-Kong,
Taiwan) and attitudes toward their native culture.
Moving forward, StarCom was able to utilize the information in their clients' media buying and advertising ventures.
I recruited, scheduled and facilitated 6 discussion groups in each city (5-7 participants in each group) that included first, second and third generation Chinese-Americans.
Through the research we were able to highligh the most salient characteristics of the Chinese-American
population. We recognized that there is always a risk of generalizing an ethnic group—particularly one as
diverse as the Chinese-American community which is sub-divided by socio-economic differences,
levels of acculturation, language (Mandarin, Cantonese, English), cultural background (China, Hong-Kong,
Taiwan) and attitudes toward their native culture.
Moving forward, StarCom was able to utilize the information in their clients' media buying and advertising ventures.
