A decade of research within the Hispanic communities of the U.S. has led GRP to the development of a superior model for segmenting Hispanics based on their level of acculturation into American society. 
 
The problem with most other approaches is that they ultimately consider acculturation to be a "yes" or "no" issue, when in reality it is a continuum.  The "Crisol" (Melting Pot) model uses a time-tested set of measures to score individuals along a broad continuum of acculturation, and offers improved ability to distinguish among Hispanic market segments, by considering a much broader set of measures than are typically used, such as:
 
- Degree to which people see themselves as "Hispanic First"
- Degree to which people feel discriminated against
- Tendency to keep in touch with "home" country
- Attendance at Hispanic events and activities
- Spheres of influence: home vs. friends
 
The Crisol approach merges attitudes, behaviors, and experiences into a final Acculturation Score (0 - 100) for each individual survey respondent, with 0=Completely Non-Acculturated and 100=Completely Acculturated.  This scoring allows for optimal ability to segment the Hispanic population, and gain significantly more granular input for fine-tuning marketing plans.
 

Global Research Partners

Quality. Value. Speed. Pick Three.
TM
Crisol™ (Melting Pot)
Crisol™ (Melting Pot)- An Improved Approach to Hispanic Acculturation Scoring
PEOPLE
HOME
PHILOSOPHY
SERVICES
CLIENTS
PROTOCOLS
HISTORY
CONTACT US
ANALYSIS
INTERNATIONAL