Language And Culture: Your Compass To Unlocking Consumer Insights

Forbes

14-05-2025

Traditional marketing approaches, often rooted in a Western-centric viewpoint, can fall short when engaging with diverse populations.
getty
As someone who has navigated the intricate tapestry of eight countries across three continents, I've learned firsthand that understanding language and culture is not just a nicety in global business—it's the very foundation upon which authentic connections, and ultimately, profound consumer insights are built. For North American companies, whether you're venturing into the global marketplace or seeking to connect with the vibrant diaspora communities within your own borders, embracing this truth is paramount to your success. Institutions looking to resonate with non-Western communities must understand that genuine engagement begins with cultural intelligence.
My journey, particularly through my experiences with Computek College and Veedu Living, has illuminated this crucial link between grassroots understanding, cultural intelligence, and the consumer insights that drive meaningful impact. Traditional marketing approaches, often rooted in a Western-centric viewpoint, can fall short when engaging with diverse populations. As my brother, Lavan, wisely once said, 'You can't engage with everyone in the exact same way and expect the same result.' This simple yet profound statement underpins the very essence of culturally intelligent business engagement.
To truly grasp the needs and desires of a community, you must first immerse yourself in its environment, that intricate tapestry I mentioned. This principle of embedding is the first step of my EIA (Embed, Interpret, Act) method. My early years in Bangladesh, though initially challenging due to language barriers and cultural differences, taught me the invaluable lesson of letting go of the familiar and embracing the new. It wasn't until I started learning Bangla, even just simple phrases (I began by watching Sesame Street in Bangla!), and understanding the local customs, that I began to truly connect with the people. Language is more than just a communication tool; it is the key to embedding and understanding.
Consider my experience in the UK when I acquired Priyo Communications. Instead of relying solely on market reports, I spent countless hours walking the bustling streets of London, observing the behaviors of potential customers, many of whom were immigrants. I love being out among communities and people. It was through this grassroots approach, this embedding in the community, that I noticed the prevalent phenomenon of individuals carrying two mobile phones—one for local calls and another for international communication. This observation, born from direct engagement and a willingness to truly see the world through their eyes, became a critical consumer insight.
The next step, interpretation, involves making sense of these embedded experiences and understanding the cultural nuances at play. Why were people carrying two phones? My deeper engagement with the local immigrant communities revealed that it wasn't just about cost; in many Asian cultures, having multiple phones was also a symbol of status and prestige. This cultural insight went beyond mere convenience and tapped into the psychological and emotional factors influencing purchasing decisions.
My time at Computek College further solidified the power of this approach. When I took over the college, it primarily served the Sri Lankan Tamil community. To broaden our reach and better serve the diverse immigrant population in the Greater Toronto Area (GTA), we actively embedded ourselves in the wider community. I knew our Tamil students would eventually need to be comfortable in the bigger world outside our campus. I even taught communication classes, allowing me to gain firsthand insights into the perspectives, aspirations, and challenges of our newcomer students.
Through these interactions, we began to interpret the cultural nuances that shaped their experiences with education and career development. We recognized the diverse communication styles, varying attitudes towards education, and different learning preferences. These interpretations directly informed our actions. For example, understanding the reverence many cultures hold for teachers influenced how we supported our faculty and fostered a respectful learning environment. Recognizing the challenges students faced in balancing responsibilities led us to implement flexible scheduling.
Similarly, the creation of Veedu Living, our Home and Garden Show focused on the South Asian community, was a direct result of embedding and interpreting. Through conversations with students and community members, we recognized that existing home and garden shows did not resonate with their cultural values and aesthetic preferences. Digging further, we interpreted the importance of multigenerational living and hospitality in South Asian culture, which directly influenced the show's design, the types of vendors we recruited, and the overall atmosphere we cultivated. We specifically sought out Western vendors who were willing to adapt their offerings to engage with the South Asian community.
The success of both Computek College and Veedu Living stemmed from our commitment to move beyond surface-level understanding. Using the EIA methodology, we didn't just look at demographics; we actively engaged with communities, listened intently, and strived to understand the underlying cultural factors driving their behaviors and preferences. This deep level of understanding allowed us to gain consumer insights that traditional market research alone could never provide.
The final step, acting, involves translating these insights into tangible strategies and offerings that resonate with the target audience. At Priyo, understanding the desire for affordable international calls and the symbolic value of multiple phones led us to develop competitive pricing for both local and international calls, effectively eliminating the need for two devices. At Computek, our interpretation of students' needs led to a tailored curriculum, cross-cultural communication training for staff, and even wealth management events that addressed their specific financial realities. For Veedu Living, acting on our insights meant creating a welcoming and culturally relevant event that celebrated South Asian aesthetics and values to huge success!
These types of insights and actions are essential for North American companies and institutions seeking to engage with the global marketplace or diaspora communities authentically. The path to meaningful consumer insights lies in embracing language and culture. Move beyond assumptions and traditional metrics. Take the time to embed yourselves within the communities you wish to serve. Learn their languages, understand their customs, and actively listen to their stories. Only through this deep immersion and thoughtful interpretation can you truly unlock the consumer insights that will drive your success and foster lasting, meaningful connections. Remember, the global economy is also a series of local economies, and understanding those local nuances is not just good business—it's the only way to truly thrive.