The New Bicultural Landscape: Research Shows That More Than 40% of U.S. Hispanics are Not Being Effectively Reached with Today’s Acculturation ModelsMarketers are missing an opportunity of more than $670 billion from Bicultural U.S. Hispanics according to a new study released by Culturati Research & Consulting, Inc. (Culturati). The study, a partnership with Procter & Gamble and Kraft Foods, is the authoritative research on U.S. Hispanic consumer segments and delivers breakthrough knowledge that enables marketers to stretch the reach of their Spanish and English-language marketing efforts.

This groundbreaking study indicates that U.S. Hispanics no longer follow the traditional path of acculturation and, therefore, traditional acculturation models based solely on language and demographics do not effectively segment the U.S. Hispanic population – and in particular, the unique Bicultural segments. As such, a new segmentation model is needed in order to understand their distinct identities and values, and how these in turn shape their acculturation process – or even their retroacculturation process.

Culturati’s new attitudes-based acculturation model has uncovered three critical U.S. Hispanic segments: Latinistas, who represent the more Culturally Hispanic consumers, and Heritage Keepers and Savvy Blenders who together represent the Bicultural group of over 14.7 million U.S. Hispanics, or 43% of the total adult U.S. Hispanic population. These three segments present opportunities to more effectively connect with the U.S. Hispanic population and turn insight into foresight by leveraging current Spanish-language communications to embrace the more progressive Biculturals who consume primarily Spanish media (Heritage Keepers), and by optimizing English-language communications to advocate for cultural diversity and the pride English-preferred Biculturals (Savvy Blenders) feel for their cultural duality.

“It is time to look at the U.S. Hispanic population through a more focused lens. Doing this will be critical for the success and growth strategy of brands in today’s diverse consumer universe,” said Marissa Romero-Martin, Culturati’s President and Founder. “This new segmentation model reflects the reality of the U.S. Hispanic consumer market; it is based on attitudes, not demographics, similar to those created for General Market,” she added.

The study consisted of 43 in-depth qualitative sessions and comprehensive quantitative interviews of more than 1,000 Hispanics and a benchmark of 200 General Market consumers across the United States. Interviews were completed in late 2011 and the results are available in syndication as of Q4 2012.

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Learning Incubator®
Want to hear from unacculturated Hispanics with a natural inclination to be online?

If so, the Learning Incubator® is the online research tool you need!

The Learning Incubator® is an online community of validated Spanish-dominant and Bicultural U.S. Hispanic consumers. Its flexible structure, as well as its time and cost efficiencies, make it the perfect research tool when engagement-based research is appropriate. Your business questions can be answered through our Expert Panels, Quick Surveys, Blogs, Online Focus Groups / Bulletins or Community-Building Forum.

This great online research tool now offers a Facebook research application that perfectly merges market research online communities (MROCs) and social media. This unique application is the first of its kind and is redefining U.S. Hispanic online research by leveraging the latest in technology and Culturati’s proven research expertise to allow MROC members to easily respond to qualitative, quantitative and custom studies within the comfort of their Facebook profiles. With this breakthrough tool, Culturati is further enabling corporations to gather valuable insights that help grow business because it facilitates wider reach, faster completion rates and lower costs. The Facebook application expands the Learning Incubator’s reach and power by:

• Enabling brands to interact with target consumers within their Facebook profiles,
• Allowing for broader and faster distribution, more interactive conversations, and
• Creating opportunities to incorporate Facebook marketing campaigns within research studies.

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Brand-to-Consumer Expo®

Would you like to be immersed and integrated into the Hispanic culture while interacting with your consumer?

Culturati’s Brand-to-Consumer Expo® gives you and your team the unique opportunity to interact with U.S. Hispanic consumers in an easy-to-use and efficient way that will result in quality learnings. In-market surveys are conducted amongst Spanish-dominant Hispanics by your bilingual team members or, if requested, bilingual ethnographers can be present to interview consumers.

These expos are ideal for claims, icon or packaging evaluation and are held during selected large street festivals in key Hispanic markets to maximize the experiences for the brand team.

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Ever wondered how fast you could run a “torture test” among 100% unacculturated Hispanics?

By using Culturati’s QuickEval®, you can hear from 100 unacculturated U.S. Hispanic consumers in just a weekend! The QuickEval® is a small base-sized test that is administered to respondents via in-person intercept interviews in the top six U.S. Hispanic markets.

This tool will help you evaluate marketing materials on overall appeal, relevancy, communication effectiveness, persuasion and believability and compact on purchase interest.

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  • Culturati Research & Consulting, Inc.
  • Phone: 858-750-2600
  • Email:

  • 9255 Towne Centre Dr, Suite 900
    San Diego, CA 92121