Santiago Solutions Group

OUR SOLUTIONS

Acculturation-Value Segmentation: Segmentation of Generational Distance & Behavioral Drivers

This added dimension to our segmentation process is crucial to understanding and effectively targeting multicultural segments and sub-segments. In addition to evaluating demographic, geographic and psychographic information, SSG’s process also captures language and culture data, considers the effect of recent exposure to new categories and brand choices on U.S. newcomers and determines the acculturation level of foreign-born or first generation U.S. populations. Acculturation, or “Generational Distance,” can have a significant impact on brand choice – for example, a consumer may continue to use a product familiar to them from their country of origin, or consciously switch to a more “American” product in order to fit into their new community. Identification of those targetable consumer segments that are most likely to respond to a product/service offering is key to promoting growth and investment efficiencies.