This blog is for leaders who already know Asian American consumers matter, but aren’t confident their marketing is keeping up. If that’s you, you probably sit in one of these roles: A brand, insights or marketing lead  in CPG, retail, financial services, tech or QSR An  Inclusion Impact leader who’s being asked, “What are we doing for Asian American consumers?” An agency or media partner who knows the old “general market with a token Asian face” playbook is dead, but needs

Most CPG teams still treat in-store demos as a cost of doing business:book the table, hand out the samples, hope the sales lift justifies the spend. But when you design an activation as a live research lab , you don’t just move cases for a weekend you come away with the kind of insight that can sharpen your targeting, your messaging and your next retailer pitch. That’s exactly what happened with Taste of Nature  and their recent activation with Sprouts  in the U.S. The brief:

If you’re Googling “How much does consumer research cost?”  you’re probably not trying to win a trivia night. You’re likely: Planning a new product Considering a rebrand or new marketing strategy Under pressure to get serious about DEI / inclusion Or trying to fix something that clearly isn’t working And now you’re wondering: “Is this a $5,000 exercise, a $50,000 project, or the kind of thing my board will choke on?” Here’s my straight answer, framed around 10 questions  I wa