These insights were developed by SnapDragon in partnership with Kate Rigg, an Asian-American, award-winning performer and playwright, and are part of an ongoing initiative to deliver qualitative research and high-level insights on Asian-American youth to marketers interested in reaching this influential and growing demographic.
“Ten Things Every Brand Should Know About Asian-American Youth” is derived from Rigg’s recent discussions with hundreds of Asian-American youth as background for an upcoming piece at the Smithsonian Institute in Washington, DC, where Rigg will be headlining at the Museum’s Asian Pacific Islander Heritage Month celebration.
“Very few ad agencies, research firms or marketing executives work directly with artists. But when it comes to generating insights, artists are often the most acute observers of culture and brands can benefit tremendously from having artists involved in the research and planning process,” said Deidre Sullivan, presidenton. ...