An Improved Approach to Hispanic Acculturation Scoring
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 “Crisol” (Melting Pot) model uses a time-tested set of experiences, attitudes, and behaviors to score individuals along a broad continuum of acculturation.
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.
To learn more, please contact:
Ray Barber
972.989.0342
ray.barber@globalresearchpartners.com