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Using Ground Truthing to Combat False Narratives and Challenge Assumptions
When consumers have a good experience, they tell three people. When they have a bad one, they tell ten. Doing a deep dive into conversations taking place on the ground is essential to identifying and combating false narratives that can derail a multicultural marketing campaign. This is especially important when that campaign is in the interest of public health. Addressing COVID-19 vaccine hesitancy, for example, isn’t a matter of just pushing out messaging on the vaccines’ effectiveness. It’s also necessary to uncover and comprehend the narratives people are being exposed to and have…
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