This paper is evidence of the success of a client research company partnership, an efficient use of multivariate analysis, a creative system to define potential for social mobility and an innovative application of results.
From February - April 2003, Millward Brown conducted an in-depth study to obtain a general vision of the current Mexican family. This paper shares part of what was learned.
The purpose of this paper is to provide a brief history of Acculturation Models as well as a new recommended approach to sub-segmenting the U.S. Hispanic market. There are discussions on other factors related to acculturation that may affect the way a marketer should tailor communication in order to reach sub-segments of the U.S. Hispanic market more effectively. Hispanics have not only increased in numbers to become the largest ethnic minority population in the United States, constituting one of the fastest growing ethnic minority groups, but have also reached an estimated purchasing power of $600 billion (7.4% of the total U.S. purchasing power) and which is expected to grow at an annual average rate of 9.7%.
The purpose of this paper is to give a clear picture on the limitations of the information obtained through focus group sessions in relation to certain topics, and the possibility of improving consumer insights through direct observation or ethnographic research. In particular, we have found that results from focus groups can sometimes lead to precipitated conclusions and/or decisions based mostly on the stated or claimed behavior of the consumers. This stated behavior often reflects socially desired patterns, and can be significantly different from the 'real' way consumers conduct themselves on a day to day basis.