向那些已经开始实施以西班牙裔为重点的战略的营销人员提出一个问题：西班牙裔文化消费者在你的关注范围内吗？如果没有，那就应该关注。西语裔文化亚群体占美国西语裔人口的 44%，占美国西语裔总购买力的 45%，对这一消费亚群体的深入了解对营销活动的成功至关重要。
双文化身份是指作为一个人，有能力在两种文化中发挥作用，并接受两个世界的精华。双文化消费者是当今多元化市场中的一个独特群体。必须了解双文化的动态及其对消费者和购物者行为的影响，以帮助最大限度地利用西语裔市场营销投资。
There is great value and opportunity in identifying Hispanic consumers beyond just language and demographic data. Nielsen and Culturati together are breaking new ground and setting the stage for a new way to view and measure the Hispanic consumer. With the recent launch of the Nielsen-Culturati Hispanic Panel Segmentation, marketers will now be able to track brand results by bicultural and other key Hispanic segments and identify key growth opportunities. This new collaboration combines the power of Nielsen’s household panel data with an in-depth understanding of Culturati’s attitudes and values-based U.S. Hispanic segmentation model.
令人兴奋的是，西语裔消费者测量的广度现在已不仅仅局限于语言和人口统计，还纳入了态度和价值观等重要因素--揭示了购物者和消费者行为背后的动机。该模型旨在帮助品牌调整其信息传递和营销策略，以提高相关性。
"尼尔森公司高级副总裁兼多元文化增长与战略总经理莫妮卡-吉尔（Monica Gil）表示："对于我们试图吸引西班牙裔消费者的客户来说，这一新的细分市场是一个重要的工具，因为它揭示了西班牙裔消费市场中每个细分市场之间的区别和细微差别。"有了它，营销人员将能够通过制定正确的营销计划、店内项目和传播策略，最大限度地提高他们在拉美裔市场的营销投资。
尼尔森西班牙裔家庭调查小组将通过四个基于态度的关键细分市场，帮助营销人员深入了解当今美国西班牙裔的现实情况。这四个细分市场包括
- Latinistas (culturally Hispanic) who are very traditional and Hispanic-centered, as well as the least focused on blending cultures. One-third of Latinistas are second and third generation and more than half prefer to speak Spanish but can use English if needed.
- Heritage Keepers (bicultural) who, while somewhat progressive, are Hispanic-centered and focused on preserving their heritage. Most (86%) Heritage Keepers are first generation Hispanics and prefer to speak in Spanish.
- Savvy Blenders (bicultural) who are very progressive, embrace diversity and are focused both on preserving their heritage and blending cultures. Savvy Blenders are bilingual and their language preference is highly situational. While this segment has a strong second generation population at 49%, it is quite diverse with first generation accounting for 29% and third generation accounting for 22% of the segment.
- Ameri-Fans (culturally American) who are progressive with a diluted Hispanic heritage, and are closest to the average mainstream consumer. The majority (82%) is second or third generation and prefers to speak in English.
"Culturati 总裁玛丽莎-罗梅罗-马丁（Marissa-Romero Martin）说："这一细分模型的独特之处在于，它基于态度和价值观，而不仅仅是语言和人口统计。Culturati 总裁 Marissa-Romero Martin 说："有了这一点，营销人员就能获得更准确反映美国拉美裔市场现实的见解。对于那些认识到拉美裔不再是市场的一个子集，而是消费领域的一个重要角色的品牌来说，这是非常有价值的知识。与拉美裔受众建立联系对所有品牌在未来十年的发展都至关重要。
