纽约州纽约市 - 2016年10月4日 - 尼尔森（纽约证券交易所代码：NLSN）与领先的跨文化洞察提供商EthniFacts今日宣布推出尼尔森跨文化亲和力细分。这一新的细分将尼尔森家庭扫描面板（Nielsen Homescan Panel）与EthniFacts的CulturSort跨文化调查相结合，以了解那些不分种族和民族，能够在其根源文化之外思考、行动和购买的消费者。
通过与尼尔森专有的消费者和购物者营销工具（包括Homescan、Spectra和Total Shopper View）的整合，消费包装商品（CPG）营销人员能够衡量和应用不同文化背景下的 "总体市场指标"。
With the Nielsen Intercultural Affinity Segmentation, five key segments based on mindset, behavior and opportunity will be used to help marketers gain a deeper understanding of today’s intercultural consumer in the U.S. These five segments are:
- Monoculturals: Consumers who do not experience or participate in diverse lifestyles or tastes other than their root culture.
- Sideliners: Consumers who are aware of but generally uninvolved in diverse tastes and preferences, and often experience more opportunity and less avoidance of diverse experiences.
- Explorers: Consumers who experiment with and have tried diverse tastes and preferences on a limited basis.
- Enthusiasts: Consumers who are exposed and embrace diverse tastes and preferences. They are practicing, but not leading these experiences.
- Ambiculturals: Environment and lifestyle leaders, these consumers are considered influencers with effortless affinity to diverse tastes, preferences and high desire to share experiences with others.
"尼尔森北美购买产品负责人Aret Ratyosyan表示："这种开创性的文化细分方法有助于营销人员了解美国的新格局，在美国，大多数人都是多元文化的，或者受到多元文化态度、产品和趋势的高度影响。"尼尔森北美购买产品负责人Aret Ratyosyan表示："这一工具将帮助我们的客户--液化石油气制造商、营销人员和零售商，通过确定跨文化消费者目前的购买行为，制定有效的营销策略，与深受多元文化影响的消费者产生共鸣，从而领先于未来的发展趋势。
跨文化亲和力细分不仅可以追踪在不同文化细分市场中引起消费者共鸣的产品，还可以帮助品牌摆脱传统的纯人口统计模式。对于营销人员来说，这意味着要真正了解并解决美国所有种族和民族消费者的文化细分问题。有了这一工具，就打开了通向更多机会的大门，为 CPG 提供了一个更广阔的视角，以衡量受多元文化影响的所有消费者（包括非西班牙裔白人）的共鸣点。这包括确定这些产品的最佳分销渠道，按不同民族/种族群体的亲和力跟踪营销结果，发掘潜在的交叉促销机会，并确定跨文化亲和力最高的细分市场的趋势，这些趋势可能很快就会扩展到所有消费者。
跨文化亲和力 "模式是关于多数人营销，而不是少数人营销。目前，美国 50 岁以下的人口中有一半以上生活在多元文化或混合家庭--包括多个种族和民族--这种模式提供了更真实的美国主流情况，"EthniFacts 首席执行官兼创始合伙人迈克-拉库斯塔（Mike Lakusta）说。"营销人员不仅可以识别消费者的心态，还可以识别消费者的行为和在自身文化之外购买的机会，从而有效地激活 Ambiculturals 和其他高跨文化亲和力消费者，他们最有可能成为最愿意分享其不同品味和偏好的影响者，并引领产品走红。
鉴于未来几十年美国多元文化消费者和受多元文化影响的消费者预计将增加，这些群体代表着巨大的消费能力，作为未来增长的驱动力，应成为品牌营销人员的重点关注对象。了解这些受众并与他们建立联系，对于品牌在未来几年保持相关性至关重要。
尼尔森-EthniFacts 西班牙语细分市场目前在美国有售。
ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services for all devices on which 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 also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.
关于民族文物
EthniFacts LLC is a consumer insights provider focused on how culture drives consumer behavior. It applies expertise in psychological and statistical sciences, innovative demographic tools, and deep cultural observation and interpretation to deliver innovative and actionable understanding of today’s evolving consumer environment. For more information, visit www.ethnifacts.com.
媒体联系
Genevieve Aronson, genevieve.aronson@nielsen.com, (646) 654-5742
