Challenging market stereotypes

By challenging market stereotypes and getting to the heart of cultural identity, we helped a brand gain deeper traction.

The Challenge

If you want to significantly expand your footprint in an overseas market, how do you make sure you are culturally relevant? When it comes to expanding from the US into Canada, brands are notorious for treating Canada like the 51st state – our food client wanted to go much deeper.

Our Approach

In-depth cultural analysis was pivotal in uncovering important dynamics around Canada’s history, politics and sociology – and the way this shapes Canadian values and identities. We trawled blogs, forums and lifestyles to build up a picture of cultural touchpoints, reviewed social media content around target topics and sought out viewpoints from home-grown Canadian brands on what it means to be ‘Canadian’.

Our Impact

We identified a range of cultural insights that unpacked what ‘Canadian’ really means – and where overseas brands can get it wrong. We highlighted the ‘ways in’ for the brand to build a deeper connection with Canadian consumers. In the words of our client: “The results were a major unlock for me and my team, ultimately enabling a deep sense of Consumer empathy; which I believe is paramount for all areas of marketing.”

  • Food and drink
Study type 
  • Behavioral economics
  • Cultural insights
  • Digital Ethnography
  • Insight for innovation
  • Need identification
  • Opportunity identification sizing and prioritisation
  • Purchase decision making
  • Qualitative research
  • Canada
  • , Quebec

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