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Introducing the Nielsen-Culturati Hispanic Segmentation; Offering Marketers a Deeper Cultural Understanding of the Total U.S. Hispanic Landscape

3 minute read | September 2015

New York – Sept. 3, 2015 – Nielsen, a leading global provider of information and insights into what consumers watch and buy, and Culturati Research & Consulting Inc., a cross-cultural market research agency and thought leader in the U.S. Hispanic market, announced today the launch of the Nielsen-Culturati Hispanic Segmentation. This new collaboration combines the power of Nielsen’s Homescan Panel data with an in-depth understanding of Culturati’s attitudes and values-based U.S. Hispanic segmentation model. This new segmentation, which is available now, will allow marketers to track brand results by bicultural and other key Hispanic segments and identify key growth opportunities.

With this launch, the breadth of Hispanic consumer measurement is extended beyond just language and demographics to incorporate important factors such as attitudes and values. Culturati’s segmentation model uncovers the motivation behind shopper and consumer behavior. With this, marketers will be able to maximize their Hispanic marketing investments by developing the right marketing plans, in-store programs and communications strategies.

“Biculturalism goes beyond language duality,” said Culturati’s President, Marissa-Romero Martin. “Some other factors, such as understanding and respecting diversity, marriage, presence of children, traveling to country of origin, reconnecting with Hispanic family or friends and inspiration from Hispanic role models are crucial to allow Hispanics in the U.S. to function comfortably in the two cultures. Biculturalism allows them to shift and adapt to what they want, need or like.”

“The combined capabilities of Nielsen and Culturati really provide an exciting new way to capture the total U.S. Hispanic landscape,” said Monica Gil, SVP and General Manager of Multicultural Growth and Strategy at Nielsen. “This new segmentation can be an important tool for our clients trying to appeal to Hispanic consumers since distinctions and nuances between each sub-segment of the Hispanic consumer market are revealed. The need to distinguish these differences is becoming more important because the cohorts are growing. Our clients need to understand the commonalities and differences among the Hispanic consumer set, and we are certain that this new segmentation will contribute to that aim.”


Nielsen N.V. (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumer Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content – video, audio and text- is consumed.  The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources. Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, a S&P 500 company, has operations in over 100 countries that cover more than 90% of the world’s population. For more information, visit   


Culturati is a full-service market research and consulting agency with cross-cultural and general market capabilities. Leading in the U.S. Hispanic space, Culturati is redefining how Hispanics are segmented and how acculturation is measured through its U.S. Hispanic Landscape Segmentation model. Founded in 2004, Culturati has helped many Fortune 100 companies to uncover consumer and shopper insights with cultural sensitivity that inspires meaningful connections between their brands and consumers. For more information please visit


Genevieve Aronson, Nielsen,, 914.393.2829