NEWS15 November 2019

MRI-Simmons and EthniFacts launch cross-culture tool

News North America

US – Insights agency MRI-Simmons and cultural profiling firm EthniFacts have joined forces to create a tool to target groups for culture-based marketing for all consumers.

Cultural Suite consists of two segmentations that overcome assumptions about ethnicity and culture – Ambicultural® Fluidity (AFS) and Intercultural Affinity (ICA).

AFS  measures Hispanic consumers’ movements towards and away from mainstream American culture and their root culture toward an ambi-cultural centre. Its consists of a five-level classification – from Americanos to Tradicionales with True Ambiculturals at the centre – to help brands discover Hispanic audiences that might accept (or reject) their products and marketing.

ICA offers insight on the cross-cultural attitudes of all US consumers across regions and backgrounds. While some are Monoculturals (little interest in or rejection of things outside their root culture), others are Explorers, Enthusiasts, and even true Ambiculturals – all with different levels of openness and eagerness to embrace cross-cultural influences.

The tools combine EthniFacts cultural profiling of consumers with MRI-Simmons’ Survey of the American Consumer.

Anna Welch, president of MRI-Simmons, said: “Too often, multicultural marketing relies on reductive demographic data about consumers’ ethnic backgrounds and identification with US culture, leading to cross-cultural products and campaigns that overlook key audiences simply because they do not fall into traditional categories.

“By incorporating powerful psychographic statements that reveal deep-rooted consumer motivations, our new partnership with EthniFacts helps marketers identify new target audiences for multicultural marketing.”

Cultural Suite is the second joint offering between MRI-Simmons and EthniFacts. Earlier in May, they introduced the Big 5 Personality Suite for more personal targeting strategies.