Dr. G. C. Rapaille and Accentmarketing Collaborate to Uncover the US Hispanic Collective Unconscious

Accentmarketing has partnered with internationally renowned psychiatrist and cultural anthropologist Dr. G. C. Rapaille, of Archetype Discoveries Worldwide (ADW), for his most profound Hispanic initiative to date – The Syndicated Discovery Study on Hispanic Culture in the US: Understanding the US Hispanic Community at a Core Cultural Level. This joint venture aims to provide marketers with an in-depth knowledge of the motivating emotional triggers behind the Hispanic community’s media choices, its behavioral attitudes, and the meaningful cultural tendencies that will influence how the industry markets (communicates) to Latinos in the US.

To uncover the collective unconscious, this initiative will not employ traditional qualitative research methods. Instead, a unique blend of archetype analysis, cultural anthropology, psychology, and learning theories will uncover the hidden cultural forces that pre-organize the way Latinos behave toward a product, service or concept.

“I don’t believe what people say,” shared Dr. Rapaille. “People’s opinions can change in a minute. Through the code discovery we will dig under U.S. Latinos’ ‘rational’ reasoning to uncover the true emotional and cultural roots of Latinos’ opinions and behaviors. Understanding this unconscious foundation gives us the tools to better motivate consumers and improve communications strategies.”

“We at Accentmarketing feel that learnings from this study will allow brands to change the paradigm in their favor and connect with Latinos at a profound, gut level to ensure success in the US Hispanic marketplace,” stated Maria Romero, President, Accentmarketing. “Together with ADW, we will deliver an actionable code that will outline for participating clients the entry to their Latino target’s emotional ‘blue-print.’”

Research will be fielded starting December 2009 across the US. For more information, visit www.accentmarketing.com or contact Scott Tonneberger or Maria Romero at Accentmarketing (305.461.1112) or Missy de Bellis at ADW (917.902.2871).

About Dr. G.C. Rapaille

Dr. G. C. Rapaille, of Archetype Discoveries Worldwide (ADW – www.rapailleinstitute.com), authored The Culture Code and has pioneered investigations, whose incisive understanding and coding of the cultural collective unconscious has demonstrated the decisive role culture plays in how people feel about, buy and fall in love with brands. Dr. Rapaille’s work has laid the foundation for the brand architecture for an extensive roster of prestigious advertisers such as General Electric, Procter & Gamble, Boeing, L’Oreal and many others.

About Accentmarketing

Established in 1994, Accentmarketing (accentmarketing.com) is a full-service Hispanic marketing communications agency with offices in Miami, Los Angeles and Detroit. A certified minority owned business and member of The Interpublic Group of Companies, Accentmarketing employs a multinational and multicultural staff. The agency’s client partners include the American Heart Association, Farmers Insurance, GobiernoUSA.gov, Alltel Wireless, Chevrolet, the California Association of Realtors, Kaiser Permanente, Brown-Forman and the US Navy.”

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