The intersection of zero-party data and the diversification of the U.S. with Mario Carrasco

On this episode of Now that’s Significant, a Market Research Podcast, we were joined by Mario Carrasco, co-founder and principal of ThinkNow, a technology driven cultural insights agency. ThinkNow enables companies and government agencies to discover the cultural drivers that influence consumer decisions. They provide insight solutions to help organizations thrive in a changing demographic environment. During his twelve-year tenure at ThinkNow, Carrasco’s expert knowledge of multicultural consumers and his passion for unveiling the story behind the numbers is evident in his editorial contributions to Forbes, eMarketer, Quirk’s Magazine, Online MR Magazine, and MediaPost.

On the show:

We discussed some pretty big technology challenges that are facing us or the world and particularly as marketers as well.

The sunsetting of cookies, the rise of zero party data, which a lot of researchers are actually familiar with, with all of the surveys, etc., that they've been doing and the huge but the way that the US and a lot of the world is becoming increasingly multicultural.

We talked about how these two big trends are rising at the same time and now related. And so our practices do need to amend and adjust for that in order that we can properly understand the world around us.

We had a little look into ThinkNow. And also Mario's expertise in the world, particularly the multicultural research that he's been doing and how that is responding to a cookieless world.

We looked at audiences as well and had that can be a great tool for helping brands to understand and navigate the various audiences and their markets better as well. Being a digital product too, which is good for access, etc. too.

We also had to look at the importance of brand as well and how people are needing to incorporate and be mindful of multicultural research, and I guess our brands, our products, our lives will be all the richer for it as well as we understand the actual world around us, not the one that we think we're living in, if that makes sense.

We hope you enjoy the show