Increasing Brand Affinity Among Multicultural Consumers ©2023
Download an overview of this report. This report brings insight into the favorite consumer brands and why they connect across cultures.
As the multicultural consumer market continues to grow in size and importance, brands need to work even harder to connect with them.
Our Multicultural Brand Affinity syndicated report identifies which brands are the favorites among the key cultural cohorts of U.S. Hispanic, Black American and Asian American, and what the brands are doing to be successful within each of these cohorts.
We also look at the brands with lower affinity scores and identify how they are missing the mark.
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CM 2.0: Achieving Greater Resonance in Polycultural Mainstream ©2020
Download an overview of this report. Equip Your Team With Advanced Cross-Cultural Knowledge To Elevate Brand Resonance
In 2012 we revolutionized U.S. Hispanic market intelligence with a breakthrough 2-dimensional framework that has unprecedent actionability and has been typed into Nielsen Scanning Panel, Nielsen Spectra and fused with NPower®.
In 2017, we revolutionized the New Mainstream market intelligence, updated the Hispanic model and created two groundbreaking models for Black Americans and Asians.
This year we have released the 2020 edition of the syndicated report: The Cultural Mosaic 2.0: Achieving Greater Resonance in Today’s New Mainstream© which is a powerful and unparalleled knowledge tool to help marketers develop winning total market and targeted initiatives.
The report delivers updates to all the models and trended data on consumer, shopper and media attitudes and behavior. It is available for purchase as of September 2020 and typing tools can be licensed for a minimal annual fee.
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Understanding the Socio-Political Climate Impact Among Hispanics ©2019
Download an overview of this report. Today more than ever, Hispanic consumers want brands to participate in solving societal issues and expect them to be present in their communities. Recent increases in socio-political tension and crackdowns on immigration are creating more personal connections to many social and political issues among Hispanics. To help marketers understand and leverage this new dynamic, Culturati’s report explores how the current socio-political climate impacts Hispanics’ expectations from brands, cultural connections and consumer spending.
The study is particularly powerful because it includes trended data showing changes in attitudes and behaviors, differences by acculturation and comparisons to non-Hispanic consumers.
U.S. Hispanic Outlook and Segmentation Evolution ©2019 Update
Download an overview of this report. The U.S. Hispanic market is undergoing one of the most profound and significant shifts since the beginning of Hispanic marketing as an industry. Our socio-political environment has elevated the need to understand how the U.S. Hispanic culture will evolve and the forces behind important shifts. Lean on Culturati’s U.S. Hispanic evolution forecast and related insights to understand attitudinal factors and key dimensions that impact the behaviors of this burgeoning population.
The content of this report will unleash your thinking on how to stay ahead of the Hispanic evolution curve in order to prioritize and effectively connect with your Hispanic growth targets.
Using Spanglish Effectively in TV Advertising ©2016
Download an overview of this report.Online survey among Hispanic TV viewers across the acculturation spectrum.
Evaluated Spanglish ads on key metrics including purchase intent, appeal and relevance, as well as how Spanglish was used and showing cultural respect.
The Bicultural Reality: What Shapes Their Cultural Duality ©2012
Download an overview of this report. The Bicultural Reality: Maximizing your Reach of Today’s U.S. Hispanic Market (©2012)
Breakthrough acculturation framework with GM benchmark
This groundbreaking syndicated study uncovers two key dimensions that influence the Hispanic acculturation journey making it very evident Hispanic core values will transcend generations and that Biculturalism is here to stay. As such, it is critical for brand growth to go beyond the traditional acculturation models based solely on language and demographics and which assume a linear acculturation progression. These models do not effectively segment the current and future generation of U.S. Hispanics. So, now is the time to lean forward and leverage a more focused and calibrated model that will equip your brand teams with the cultural intelligence they need to truly understand distinct identities and values that shape Hispanic consumer and shopper mindsets – and to ultimately win in the new total market.
The syndicated report presents a first-in-class data-driven attitudes-based acculturation model, which uncovers three out of four critical and actionable U.S. Hispanic segments: Latinistas (AKA Culturally Hispanics) which represent 37% of the Hispanic population and 31% of the estimated Hispanic buying power and Heritage Keepers and Savvy Blenders (AKA Biculturals) which combined represent 43% of the Hispanic population and 45% of the estimated Hispanic buying power.
The report provides a framework that delivers breakthrough knowledge that will enable marketers to better connect with U.S. Hispanics of all acculturation levels. The report includes, but is not limited to, the following:
• Breakthrough insights and data on Hispanic consumers related to attitudes and values and linking these factors to media preferences, information sources, shopper styles, etc. – going beyond surface (i.e., demographics and language usage)
• Valuable understanding of the acculturation journey and how it impacts consumer and shopper needs and behaviors by uncovering priorities, motivators and tensions
• Opportunities to extend the reach of Spanish and English language communications to capture bicultural consumers in your messaging strategies
Note: Typing tool is available to classify segment in both qualitative and quantitative studies. This service is complimentary with Culturati full-service research or can otherwise be licensed annually.
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