Articles
Roben Allong
Founder and CEO
Roben Allong is an innovative expert researcher, published writer and industry thought leader with over fifteen years’ experience. Her recent articles on conducting inclusive and micro cultural consumer research have been hailed in 2020’s Top 10 Editor’s Choice Lists in both Quirk’s Magazine and GreenBook. She is a 2020 MRX Diversity Champion Award Nominee as well as the 2022 President of QRCA (Qualitative Research Consultants Association).
July/August 2021
Quirk’s Media
The Rise of Cultural Empathy and its Implications for Marketing Research and Marketing
The authors follow up on their July/August 2020 article (“One size fits all”) to further chart the impact of the pandemic on Black, Asian and Hispanic consumers.
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March 2021
Beautysourcing.com
Futureproofing Your Beauty Business
Cecilia Wun of Beauty Sourcing interviews Roben Allong of Lightbeam Communications on how to better connect emerging consumer trends to seize market.
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March 2021
PSFK Research
Embracing a Diverse Consumer
How Businesses Are Taking Actionable Steps to Create a Diverse, Equitable & Inclusive Retail Experience.
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December 2020
Bloomfire
Bloomfire Q&A: Roben Allong on Cultural Insights, a Recalibration in Market Research, and More
We recently had the opportunity to learn more about the changing world of market research in our interview with Roben Allong, Founder and CEO of qualitative research firm Lightbeam Communications.
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September 2020
Greenbook Blog
Understanding Cultural Insights: The New Next Consumer Battleground
Today’s marketer can’t just target a segment based on superficial data. Roben Allong explains why microculturalism is the secret weapon you need to understand changing consumer behaviors and achieve business objectives.
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August 2020
Quirk’s Media
4 Principles for Inclusive Research with BIPOC Consumers
Roben Allong shares four essential principles for marketing researchers to employ when getting to K.N.O.W. today’s Black, Indigenous and people of color (BIPOC) consumers.
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July/August 2020
Quirk’s Media
COVID-19’s Impact on African American, Asian and Hispanic Consumers
The authors examine the contextual and cultural factors behind the pandemic’s effects on three consumer groups to help develop more successful research and marketing in the virus’s aftermath.
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May 2020
QRCA
Re-Thinking the Rules of Engagement for Virtual Research Theatre