Finance.yahoo.com
0
All posts from Finance.yahoo.com
Finance.yahoo.com in Finance.yahoo.com,

Introducing The Nielsen-Culturati Hispanic Segmentation; Offering Marketers A Deeper Cultural Understanding Of The Total U.S. Hispanic Landscape

SAN DIEGO, Sept. 3, 2015 /PRNewswire/ -- Nielsen, a leading global provider of information and insights into what consumers watch and buy, and Culturati Research & Consulting, Inc., a cross-cultural market research agency and thought leader in the U.S. Hispanic market, announced today the launch of the Nielsen-Culturati Hispanic Segmentation. This new collaboration combines the power of Nielsen's Homescan Panel data with the depth of understanding of Culturati's attitudes and values-based U.S. Hispanic segmentation model.

With this launch, the breadth of Hispanic consumer measurement is extended beyond just language and demographics to incorporate important factors such as attitudes and values. Culturati's segmentation model uncovers the motivation behind shopper and consumer behavior. With this model, marketers will be able to maximize their Hispanic marketing investments by developing the right marketing plans, in-store programs and communications strategies.

"The combined capabilities of Nielsen and Culturati really provide an exciting new way to capture the total U.S. Hispanic landscape," said Monica Gil, SVP and General Manager of Multicultural Growth and Strategy at Nielsen. "This new segmentation can be an important tool for our clients trying to appeal to Hispanic consumers since distinctions and nuances between each sub-segment of the Hispanic consumer market are revealed. The need to distinguish these differences is becoming more important because the cohorts are growing. Our clients need to understand the commonalities and differences among the Hispanic consumer set, and we are certain that this new segmentation will contribute to that aim."

This calibrated approach more clearly defines the bicultural opportunity and delivers a deeper understanding of the total U.S. Hispanic Landscape. For marketers, this means that they can...


More