Ethnicity is only one minor aspect of what defines a consumer; it’s only one component of culture, a complex concept that involves a person’s surroundings, friends, family, style, the influence of media, current events, religion, beliefs, values, hobbies, and much more. In fact, a person has many cultures, and our mission is to dig deep, find commonalities among segments, while recognizing what makes every person unique. By uncovering insights that will allow you to create a relationship between your brand and the consumers, you can make your brand relevant to them.