New York – Sept. 3, 2015 – 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 an in-depth understanding of Culturati’s 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.
随着这一产品的推出，西班牙裔消费者测量的广度得到了扩展，不仅限于语言和人口统计，还纳入了态度和价值观等重要因素。Culturati 的细分模型揭示了购物者和消费者行为背后的动机。有了这些，营销人员就能通过制定正确的营销计划、店内项目和沟通策略，最大限度地提高他们对拉美裔市场营销的投资。
"Culturati 总裁玛丽莎-罗梅罗-马丁（Marissa-Romero Martin）说："双文化主义不仅仅是语言的双重性。"其他一些因素，如理解和尊重多样性、婚姻、子女的存在、回原籍国旅行、与西班牙裔家人或朋友重新建立联系以及西班牙裔榜样的激励，对于在美国的西班牙裔能够在两种文化中自如地发挥作用至关重要。双文化主义使他们能够根据自己的愿望、需要或喜好进行转变和调整"。
"尼尔森高级副总裁兼多元文化发展与战略部总经理莫妮卡-吉尔（Monica Gil）表示："尼尔森和Culturati的强强联手确实为我们提供了一种令人兴奋的全新方式来捕捉美国拉美裔消费者的总体情况。尼尔森公司高级副总裁兼多元文化发展与战略总经理莫妮卡-吉尔（Monica Gil）说："这种新的细分方法可以成为我们的客户吸引拉美裔消费者的重要工具，因为拉美裔消费者市场的每个细分市场之间的区别和细微差别都会显现出来。由于西班牙裔消费者群体在不断扩大，因此区分这些差异的必要性变得越来越重要。我们的客户需要了解拉美裔消费者群体的共性和差异，我们确信这种新的细分将有助于实现这一目标。
ABOUT NIELSEN
Nielsen N.V. (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumer Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content – video, audio and text- is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s 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 world’s population. For more information, visit www.nielsen.com
关于文化
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
联系
Genevieve Aronson，Nielsen，genevieve.aronson@nielsen.com，914.393.2829
