New Model Segments on Cultural Mindset and Social Values

'Poly-cultural' market research and consulting firm Culturati Research & Consulting, Inc. has launched a segmentation model called The Cultural Mosaic, breaking down the US consumer population by cultural mindset and social values.

The company released a Hispanic segmentation model in 2012 and three years later partnered with Nielsen to help clients market to the Hispanic demographic in-store and elsewhere - this system forms the basis for The Cultural Mosaic.

The new model divides the market into four main segments: Faltering Monoculturals, Balanced Strivers, Progressive Fusers and American Loyalists; looks at key ethnic populations and delivers micro segmentations for Hispanic, African American, and Asian; and includes a Cultural Influence Index which measures how the mainstream is influenced by ethnic groups and vice versa.

Culturati's CIO, Marissa Romero-Martin, comments: 'The Cultural Mosaic simplifies today's consumer landscape and provides market intelligence for reaching greater effectiveness and efficiencies in marketing investments... It gives marketers a holistic framework that can be leveraged across touchpoints to build meaningful two-way connections with specific growth targets'.

The firm was established in 2004 and is on the web at www.culturatiresearch.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.