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The US Hispanic population was under-researched - until we came up with a new segmentation model.

The challenge

By 2010, Hispanics are projected to comprise 20% of the total US population. Such a large ethnic grouping represents an important prospect for advertisers. However, current segmentation models do not reflect the real factors - such as attitudes or behaviors - that drive the complex equation of how to actively engage Hispanic consumers through brand communications.

Our insight

To keep pace with a changing world, our industry needs new ways to analyze the behaviors and attitudes that underlie consumer behavior.

Our solution

We developed an innovative segmentation model that provides deep and accurate insights into the motivations, purchase decisions and media consumption of US Hispanic consumers. This two-phase review involved both qualitative and quantitative elements. The results confirmed that behavioral and attitudinal factors were clear segmentation drivers. In a study entitled Nuevo Americans we identified six sub-groups, each of which can be reached by advertisers through focused marketing initiatives.

The results

• Industry provided with an unparalleled insight into Hispanic sector
• Insights helped us to generate more appropriate strategies
• Marketing experts welcomed new segmentation model