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Mario Carrasco from ThinkNow Research Gives Three Hispanic Market Research Predictions for 2017
Manuela Walfenzao| 20 de enero de 2017
69% de los hispanos ve TV en vivo a diario
For Mario Carrasco, Partner of ThinkNow Research 2016 was one for the record books. “It’s fair to say that the market research industry is in dire need of some soul searching” he wrote in MediaPost, where he presented three Hispanic market research predictions for this year: Hispanic acculturation is dead, moving beyond segmentation, and culture is queen. According to Carrasco, two factors have impacted the end of Hispanic acculturation: One is the slowdown in U.S. Hispanic immigration; and the other is the lack of a cohesive home culture for Hispanics to acculturate to. For the first factor, he explained that “consequently, the main driver of Hispanic population growth shifted to U.S. births in which acculturation becomes less valuable a segmentation tool.” The second- he said- was made clear in the 2016 election cycle. “This cultural fragmentation blindsided many multicultural researchers as reliable acculturation segmentation models became less relevant” he said. In his second prediction, Carrasco said that 2017 saw a burst of Hispanic segmentation models arise, everything from Hispanicity to Fusion. “As the relevance of acculturation wanes and cross-cultural models begin to take hold, the value of variable segmentation models are being called into question, making the understanding of culture beyond segmentation critical.” Finally, for Carrasco culture is queen. “And if you haven’t already noticed, the importance of culture is underlying in both of my previous predictions and will be the difference between success or failure for companies and brands looking to succeed in a cross-cultural world” he said.
