Nielsen and Culturati Launch Hispanic Segmentation

Nielsen and multicultural consumer MR specialist Culturati have partnered to launch a new segmentation model, to help clients market to the Hispanic demographic in-store and elsewhere.

The new Nielsen-Culturati Hispanic Segmentation combines the latter's attitudes and values-based Hispanic shopper behavior model with Nielsen's Homescan Panel data. The result is four attitude-based segments - Latinistas (culturally Hispanic), Heritage Keepers (bicultural), Savvy Blenders (bicultural), and Ameri-Fans (culturally American).

According to the firms, this approach more clearly defines the bicultural opportunity and delivers a deeper understanding of the total US Hispanic landscape, allowing marketers to track brand results for the different segments and identify key growth opportunities.

Monica Gil, Nielsen's SVP and General Manager of Multicultural Growth and Strategy, says the new segmentation reveals distinctions and nuances between each sub-segment of the Hispanic consumer market. Culturati's President, Marissa-Romero Martin adds: 'Some other factors, such as understanding and respecting diversity, marriage, presence of children, traveling to country of origin, reconnecting with Hispanic family or friends, and inspiration from Hispanic role models are key to allow Hispanics in the US to function comfortably in the two cultures. Biculturalism allows them to shift and adapt to what they want, need or like'.

Web sites: www.nielsen.com and www.culturatiresearch.com .