When was the last time you did relevant cultural research? Can you afford to have “culturebombs” hijack your global brand? #MeToo, #Blacklivesmatter, and #LoveWins are examples of communities rapidly changing global culture – in days, not decades! This webinar will explore the role that research plays at the intersection of culture, language, and consciousness to help brands better understand and harness the current culture revolution.
Join us for the online version of one of the most talked-about sessions from the AQR/QRCA 2018 Worldwide Conference in Valencia, Spain.
Roben Allong is founder and CEO of Lightbeam Communications, a market research and strategy boutique firm, based in New York City. Lightbeam is known for its unique cultural approach and perspectives. With over a decade of marketing research, and strategy development, as well as consumer culture and trend analysis expertise, she is an expert conductor of B2B and B2C in-person and online research methodologies.
She is an expert in brand positioning and communications, as well as, new product development, category mapping, and market exploration across a wide range of industries. Roben employs cultural intelligence to decipher and decode organization stakeholder and consumer attitudes and behavior. She is often described by her colleagues as the Oprah of the focus room. Her empathetic curiosity and cultural savvy always make for sensitive, yet energetic in-depth interviews and insightful analysis.
She is a past President of QRCA (Qualitative Research Consultants Association), Co-Founder of its Diversity, Equity, and Inclusion Task Force. Roben has also been recognized as a 2024 Insights Association Laureate—a lifetime designation of distinction in the fields of market research, consumer insights, and data analytics. Roben has also moderated panels and presented on various emerging trend topics at Universities and Research conferences in the U.S. and internationally, as well as published articles on culture, consumer trends, and inclusive research methodologies.
Some of her published work include:
One Size Doesn’t Fit All: Post COVID Implications for Marketers and Market Research
Do You K.N.O.W Today’s BIPOC consumer?
Understanding Cultural Insights: The New Next Consumer Normal
The Rise of Cultural Empathy and its Implications for Marketing Research and Marketers
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