SAN MARCOS, CA, (April 15, 2018) – Cultural Edge, Inc., a consumer insights firm specializing in market research is celebrating 15 years in business with a digital reboot and a new podcast focused on exploring issues of culture in advertising.

“Understanding culture and its implications on the consumer has become exponentially more important over the past decade,” said JP Theberge, President of Cultural Edge, Inc.  “Today’s marketplace has grown increasingly fragmented and brands need to have a more nuanced understanding of their consumer in order to succeed.  This means understanding the cultural and emotional context of all the segments of the consumer whether it is urban Hispanic Biculturals or rural exurban Whites. Not understanding the cultural context of the consumer (or the voter) has serious implications not just in avoiding the obvious recent missteps by brands such as Dove or H&M, but in having a true understanding of the underlying issues driving consumer (or voter) choice.

Theberge plans to discuss topics like this in an upcoming podcast starting in June, focusing on “The nature of the biculturalism, US and abroad” and how marketers are (or are not) reflecting where we are as a culture.  Theberge notes, “Over the years, we’ve worked with some amazing and insightful leaders in market research and advertising.  I’m looking forward to timely in-depth conversations on the CultureCast to help move the ball forward a bit for anyone interested in learning more about how the culture of consumers should inform advertising and marketing. Plus, I really enjoy getting in the weeds on culture!”

Cultural Edge also just launched a new website and has recently expanded into some political work and strategy.  “We are always looking to new ways to expand,” says Theberge.  “I got into market research because, having grown up in different countries and cultures, I have always studied people and what drives their choices.  This is at the root of everything we do, understanding the consumer and sharing important insights – that is what drives our business.”

Cultural Edge is a consumer insights exploration company with extensive multicultural, Hispanic and general market experience working with Fortune 500 brands, like Verizon, Allstate, Domino’s and Taco Bell.  Specializing in ethnographic research, as well as innovative techniques to tap into the "real" consumer, Cultural Edge helps marketers learn from and even bond with the consumer. Traditional and digital tools, including focus groups, surveys, online studies, and quantitative research are customized based on clients’ individual needs.