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
- Degree to which people see themselves as "Hispanic First"
- Degree to which people feel discriminated against
to keep in touch with "home" country
- Attendance at Hispanic events and activities
- Spheres of influence: home vs. friends
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.