Informe de Dieste: En mercadeo multicultural es más importante conocer nuestros clientes más que estereotiparlos
Dieste published in Provoque Weekly a piece of work in which they try to show the problem of first impressions and stereotyping people. “We are all guilty of this. Each time we meet someone, we form an opinion of them” they highlight. But, they warn that often we don’t give them time to show themselves as they are and then we wonder about our initial judgement of them.According to Dieste, when people are prejudged or pigeonholed, they might feel confused, upset, sad or a combination of all these feelings. To prove their point, the agency made a video interviewing a group of their employees, asking them several questions: What is the most common way you are stereotyped? How does that make you feel? What would you tell people about yourself? and Has the business world ever stereotyped you?The result was that most people do feel catalogued because of their ethnic origin, gender, how they dress, and other aspects, and they feel that people assume who they are without really meeting them.This small sample can be transferred to the advertising industry. That is why Dieste believes that in the multicultural market it is more important than ever to really know clients instead of assuming stereotypes. “Through the use of data and socio-cultural analysis, we can better understand the needs of our clients, their weak points and behaviors in order to build stronger relations and more effective communication strategies” they concluded.
