MERCADEO Versión en español
Introducing The Cultural Mosaic By Culturati
Manuela Walfenzao| 26 de junio de 2017
Culturati simplifica el panorama de los consumidores con su Mosaico Cultural
The growth of the poly-cultural mainstream in the U.S. is changing the consumer spectrum. As such, today more than ever, marketers need an efficient way to develop integrated strategies and communications that effectively connect with today’s diverse audiences. As a solution, Culturati Research & Consulting, Inc. (Culturati) created The Cultural Mosaic, a comprehensive Total Market consumer segmentation model that looks at today’s U.S. landscape based on two critical dimensions: cultural mindset and social values. This approach has proven to uncover growth opportunities for brands through Culturati’s Hispanic segmentation model released in 2012 and typed into Nielsen’s buy side (2015) and watch side (2016) products for elevated actionability. This highly successful framework serves as the base for The Cultural Mosaic which also includes a Cultural Influence Index. The index measures how the mainstream is influenced by ethnic groups and how those ethnic groups are influenced by the mainstream, and exposes opportunity elements that drive this dynamic. “The Cultural Mosaic simplifies today’s consumer landscape and provides market intelligence for reaching greater effectiveness and efficiencies in marketing investments” explains Culturati’s CIO, Marissa Romero-Martin. “This innovative framework provides valuable insights that are powerful and relevant in our marketplace today. It gives marketers a holistic framework that can be leveraged across touchpoints to build meaningful two-way connections with specific growth targets” she continues.
