The one-size-fits-all strategic plan falls short for the multicultural segment due to the complexity of its diverse cultural backgrounds, beliefs, and languages.
Our company is dedicated to crafting successful communication strategies and tactics grounded in effective market research and years of experience in multicultural marketing.
361˚ Thinking
A fundamental principle we’ve gleaned from our research and strategic planning experience is that there’s a solution to every problem. The challenge lies in the ability to think, plan, and approach problems from all possible angles.
Our company has a clear mission: to provide effective marketing strategies and tactics based on 361˚ thinking. We aim not only to challenge ourselves to think beyond familiar methods but also to deliver results that exceed our clients’ expectations.
Services
We specialize in designing, developing, and managing both traditional and non-traditional qualitative and quantitative research among multicultural segments, including Asian (Mandarin Chinese, Cantonese Chinese, Filipino, Japanese, Korean, Thai, Vietnamese, etc.), African-American, Caucasian, and Hispanic populations.
Beyond multicultural research in the U.S., we excel in collaborating with clients seeking to expand their businesses in China. We aim to comprehend the similarities and differences between businesses in China and the U.S. concerning culture, ethics, language, research methodologies, and strategic thinking processes. Our goal is to assist them in successfully entering the Chinese market.
Experiences
As co-winner of the David Ogilvy Multicultural Research Achievement Award, our research and planning professionals immerse themselves in the same communities as our targeted consumers. We’ve successfully collaborated with a diverse clientele:
Key Personnel
Lawrence Yeung, Founder and President of 361° Consulting, commenced his marketing career at Wieden & Kennedy in Portland, Oregon. Recognizing the importance of utilizing consumer insights for remarkably creative and emotionally connected advertisements, he later joined the research and strategic planning teams at multicultural advertising agencies. Lawrence held positions such as Senior Strategic Planner at Kang & Lee Advertising (a division of Young & Rubicam) and VP of Strategic Planning and Research at IW Group (a subsidiary of Interpublic Group).
Born in Mainland China, raised in Hong Kong, and with a marketing degree from the University of Southern California under a full scholarship, Lawrence is proficient in English and three Chinese dialects.
Market Overview
U.S. Demographics
Based on data from the U.S. Census 2020, the U.S. population exceeded 332 million. Approximately 60% comprised of white Caucasians. Hispanics surpassed African-Americans, becoming the second-largest segment, while the Asian segment demonstrated the highest rate of growth in both population and household income among all other races.
Source:U.S. Census 2020, 2022
China Demographics
China's population of approximately 1.4 billion is mainly concentrated in major cities like Beijing, Chengdu, Guangzhou, Shanghai, and Shenzhen. Rapid growth in population and household income makes it an ideal market for global businesses.
Source:National Bureau of Statistics of China 2020