The key to really unpicking a complex cultural picture was to take a large step back to look at the wider migrant mindset.  

With this wider perspective we were able to fully appreciate where each target was coming from – their different goals and motivations, strategies, support structures, need for connectedness, and what that all meant for how they use media, social media and brands.

Our client found the insight we unearthed invaluable in developing a finely tuned, exciting new offering.