New York โ Sept. 3, 2015 โ 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 Nielsenโs Homescan Panel data with an in-depth understanding of Culturatiโs attitudes and values-based U.S. Hispanic segmentation model. This new segmentation, which is available now, will allow marketers to track brand results by bicultural and other key Hispanic segments and identify key growth opportunities.
Com esse lanรงamento, a amplitude da mediรงรฃo do consumidor hispรขnico รฉ ampliada para alรฉm do idioma e dos dados demogrรกficos, incorporando fatores importantes como atitudes e valores. O modelo de segmentaรงรฃo da Culturati revela a motivaรงรฃo por trรกs do comportamento do comprador e do consumidor. Com isso, os profissionais de marketing poderรฃo maximizar seus investimentos em marketing hispรขnico desenvolvendo os planos de marketing, os programas na loja e as estratรฉgias de comunicaรงรฃo corretos.
"O biculturalismo vai alรฉm da dualidade de idiomas", disse a presidente da Culturati, Marissa-Romero Martin. "Alguns outros fatores, como a compreensรฃo e o respeito ร diversidade, o casamento, a presenรงa de filhos, a viagem ao paรญs de origem, o reencontro com a famรญlia ou amigos hispรขnicos e a inspiraรงรฃo de modelos hispรขnicos sรฃo cruciais para permitir que os hispรขnicos nos EUA funcionem confortavelmente nas duas culturas. O biculturalismo permite que eles mudem e se adaptem ao que querem, precisam ou gostam."
"As capacidades combinadas da Nielsen e da Culturati realmente oferecem uma nova e empolgante maneira de capturar o cenรกrio hispรขnico total dos EUA", disse Monica Gil, vice-presidente sรชnior e gerente geral de crescimento e estratรฉgia multicultural da Nielsen. "Essa nova segmentaรงรฃo pode ser uma ferramenta importante para nossos clientes que tentam atrair os consumidores hispรขnicos, jรก que as distinรงรตes e nuances entre cada subsegmento do mercado consumidor hispรขnico sรฃo reveladas. A necessidade de distinguir essas diferenรงas estรก se tornando mais importante porque as coortes estรฃo crescendo. Nossos clientes precisam entender os pontos em comum e as diferenรงas entre o conjunto de consumidores hispรขnicos, e temos certeza de que essa nova segmentaรงรฃo contribuirรก para esse objetivo."
ABOUT NIELSEN
Nielsen N.V. (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumer Watch and Buy. Nielsenโs Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content โ video, audio and text- is consumed.ย The Buy segment offers consumer packaged goods manufacturers and retailers the industryโs only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources. Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, a S&P 500 company, has operations in over 100 countries that cover more than 90% of the worldโs population. For more information, visit www.nielsen.com ย ย
SOBRE A CULTURATI
Culturati is a full-service market research and consulting agency with cross-cultural and general market capabilities. Leading in the U.S. Hispanic space, Culturati is redefining how Hispanics are segmented and how acculturation is measured through its U.S. Hispanic Landscape Segmentation model. Founded in 2004, Culturati has helped many Fortune 100 companies to uncover consumer and shopper insights with cultural sensitivity that inspires meaningful connections between their brands and consumers. For more information please visit www.CulturatiResearch.com
CONTACT
Genevieve Aronson, Nielsen, genevieve.aronson@nielsen.com, 914.393.2829
