Case Study: Custom: Measuring Cultural Orientation Among Hispanic Segments
As the Hispanic population in the U.S. continues to grow at unprecedented rates, there’s an on-going marketing need to understand Hispanic consumers cross-culturally and generationally. Traditional approaches – like measuring language of preference and birthplace – don’t fully measure the depth of cultural understanding among Hispanics. In-depth cultural orientation provides marketers with specific, concrete measures on what Hispanics are adopting (Anglo and Hispanic). And they can use these insights to develop effective category and product level marketing plans.