http://www.hispanictips.com Hispanic & Latino News Redefined - Empowering & Engaging Wed, 15 Feb 2012 16:13:24 +0000 en hourly 1 http://wordpress.org/?v=3.2.1 http://www.hispanictips.com/2011/11/09/mrsi-introduces-new-hispanic-acculturation-model-new-model-incorporates-attitudinal-and-behavioral-dimensions-to-help-marketers-more-effectively-reach-hispanics/ http://www.hispanictips.com/2011/11/09/mrsi-introduces-new-hispanic-acculturation-model-new-model-incorporates-attitudinal-and-behavioral-dimensions-to-help-marketers-more-effectively-reach-hispanics/#comments Wed, 09 Nov 2011 16:25:08 +0000 Tomas http://www.hispanictips.com/?p=159915
Acculturation is the process where cultural traits are adopted, lost, combined, and created. In turn, these traits have an impact on ideas, values, conventions, and behaviors.

The impact of acculturation can be far reaching. By understanding where a marketer’s Hispanic audience fits in MRSI’s acculturation model, he or she will have a more accurate assessment of the message nuances, brand imagery and media mix that’s most effective in reaching this audience and impacting purchase decisions.

MRSI’s vice president of Hispanic services, Miguel Martinez-Baco states, “Marketers and advertisers understand the tremendous buying power of the Hispanic market. So, the question is no longer ‘if’ they should target Hispanics, but ‘how’ to reach this audience effectively. When you look at what works and what doesn’t, you’ll most often find that successful Hispanic marketing campaigns are those that are culturally relevant to their intended audience.”

Martinez-Baco goes on to say, “Given this, we felt acculturation could be an extremely useful tool in identifying cultural nuances that could truly make the difference in the relevance and ultimate success of a campaign. Many models however, rely primarily on demographics which don’t paint the full picture of acculturation and specifically how this process impacts how a person behaves and interacts with the marketplace. So, we made it our quest at MRSI to develop a model that incorporates attitudinal and behavioral dimensions to give marketers greater insight into this group of consumers and at the end of the day help them segment and market to this group more effectively.”

For more information, listen to our recent podcast: Effectively Engaging Hispanics and the Role of Acculturation (http://bit.ly/vCkVhI).

MRSI (Marketing Research Services, Inc.) is member of the MVL Group of companies. The company is a full-service marketing research firm located in Cincinnati, Ohio. Since 1973, MRSI has helped clients solve business challenges with insightful, strategic marketing research designed for their specific needs. MRSI specializes in product development, consumer insights, and Hispanic research solutions for consumer and business-to-business companies across a wide range of industries.

Contact:

MRSI (Marketing Research Services, Inc.)
Holly Ford, Marketing Director, 513-579-1555
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