Nielsen, Ethnifacts Introduce Intercultural Affinity Segmentation to Drive Understanding of U.S. Cultural Landscape

The new segmentation an provides an enhanced understanding of consumers.

Nielsen (No. 41 on the DiversityInc Top 50 Companies list) and EthniFacts, a leading cross-cultural insights provider, announced the launch of the Nielsen Intercultural Affinity Segmentation. This new segmentation combines the power of Nielsen Homescan Panel with EthniFacts' CulturSort cross-cultural survey to understand the consumers, regardless of race and ethnicity, who demonstrate that they can think, act and buy outside of their root culture.


Through integration into Nielsen's proprietary consumer and shopper marketing tools, including Homescan, Spectra and Total Shopper View, consumer packaged goods (CPG) marketers are able to measure and apply "total market metrics" across various cultures.

With the Nielsen Intercultural Affinity Segmentation, five key segments based on mindset, behavior and opportunity will be used to help marketers gain a deeper understanding of today's intercultural consumer in the U.S. These five segments are:

- Monoculturals: Consumers who do not experience or participate in diverse lifestyles or tastes other than their root culture.

- Sideliners: Consumers who are aware of but generally uninvolved in diverse tastes and preferences, and often experience more opportunity and less avoidance of diverse experiences.

- Explorers: Consumers who experiment with and have tried diverse tastes and preferences on a limited basis.

- Enthusiasts: Consumers who are exposed and embrace diverse tastes and preferences. They are practicing, but not leading these experiences.

- Ambiculturals: Environment and lifestyle leaders, these consumers are considered influencers with effortless affinity to diverse tastes, preferences and high desire to share experiences with others.

Beyond tracking the products that are resonating with consumers across various cultural segments, the Intercultural Affinity Segmentation also helps brands move away from traditional demographic-only models. For marketers, this means truly understanding and addressing cultural segmentation across U.S. consumers of all races and ethnicities.

With this tool, doors to expanded opportunities are opened, offering CPG a broader view into measuring what resonates for the total multicultural influenced consumer–including non-Hispanic whites. This includes identifying the best distribution channels for those products, tracking marketing results by affinity across ethnic/racial groups uncovering potential cross-promotion opportunities and identifying trends in the highest intercultural affinity segments that may soon spread to all consumers.

"The Intercultural Affinity model is about majority marketing, not minority marketing. With over half of the U.S. population under the age of 50 now living in multicultural or blended households–those that include multiple races and ethnicities–this model provides a truer picture of the American mainstream," said Mike Lakusta, CEO and Founding Partner at EthniFacts. "By identifying not only the mindset, but also the behavior and opportunity to buy outside one's root culture, marketers can effectively activate Ambiculturals and other high intercultural affinity consumers who are most likely to be the influencers with the highest desire to share their diverse tastes and preferences and lead a product to going viral."

Given the projected rise of multicultural consumers and multicultural influenced consumers in the U.S. in the decades ahead, these groups represent a significant spending power and should be high on brand marketers' radars as the growth drivers of the future. Understanding and connecting with these audiences is critical for brands seeking to remain relevant in the years ahead.

The Nielsen-EthniFacts Hispanic Segmentation is currently available in the U.S.

Nielsen Brings To Light Grocery Blind Spots With a New Total Food View

U.S. Consumer Goods Manufacturers and Retailers Find Growth Across the Store in $177 Billion Fresh Market

Originally Published by Nielsen.

The latest Total Consumer Report from Nielsen (NYSE: NLSN), which leverages the company's new Total Food View, shows that fresh categories within the U.S. are driving nearly 49% of all dollar growth across the fast-moving consumer goods (FMCG) brick-and-mortar landscape. In fact, within the last year, fresh and perishable foods generated more than $177 billion in sales—marking a sizable growth opportunity for many FMCG marketers who may be operating with a siloed and non-holistic view of their market.

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Visual Communications is a nonprofit whose mission is to develop and support the voices of Asian American & Pacific Islander filmmakers and media artists who empower communities and challenge perspectives.

Originally Published by Nielsen.

In commemoration of Asian Pacific American Heritage Month (APAHM), we recently released our sixth report on Asian-American consumers, Asian Americans: Digital Lives and Growing Influence. The report is the first in this year's Diverse Intelligence Series (DIS).

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Originally Published by Nielsen.

A MESSAGE FROM MITCH BARNS, CEO, NIELSEN

In our second Global Responsibility Report, we explore how we are expanding what it means to create value as a company.

It's through our holistic approach to cultivating a corporate responsibility and sustainability mindset that we create—and multiply—value for our company, our people, our shareholders, and our world. We recognize that to do it right, value creation must be collaborative, inclusive and focused on the long term.

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Nielsen's Diverse Leadership Network Builds Momentum With Fifth Class And Business Impact Projects

"Each year we induct a new class to the DLN, we're strengthening our diverse pipeline for years to come," said Audrey Yi, VP, Diversity & Inclusion at Nielsen.

NIELSEN

Originally Published by Nielsen.

We recently inducted the class of 2018 for our Diverse Leadership Network (DLN) in Chicago, marking our fifth class of the program. The DLN, a 15-month leadership development program, is our most diverse leadership program and provides opportunities for high-potential, mid-level leaders to learn from senior leaders within the company, collaborate among their peers, and apply their skills to practical business case studies.

The 2018 class includes 40 talented associates from the U.S., Canada and Mexico and across every function of our business. Participants met with their coaches for the first time during the orientation. DLN coaches are senior leaders who guide participants throughout the 15-month program and provide strategic guidance for non-DLN related experiences as well. Some of our more than 90 associates who are DLN alums spoke at this year's orientation event, sharing strategies and tips for optimizing time in the program and enjoying networking and learning from their fellow classmates.

"Each year we induct a new class to the DLN, we're strengthening our diverse pipeline for years to come," said Audrey Yi, VP, Diversity & Inclusion at Nielsen. "Our data from the past five years of DLN graduates shows that, upon graduation from the program, associates are expanding their leadership and influence in our company, as 93% of alumni are in a new or expanded role and 20% have reached the VP/general manager level. Representation of DLN graduates in leadership positions shows that we're committed to infusing diversity and inclusion into everything we do at Nielsen."

DLN graduates are expected to complete business impact projects that will provide process improvements and innovation for our business. That's why we also invited senior leaders to share the company's strategic priorities for FMCG/Retail, Total Audience, Gracenote and more. Participants will use the content of these presentations to guide their problem-solving process on business projects that will be assigned later in the program.

As part of the program's initiative to foster external relationships with clients and other brands, Eugene Campbell, Director, Supplier Diversity and Sustainability for Allstate and Co-Chair of our African-American Advisory Council, gave a keynote address during the orientation. Eugene spoke about the unique opportunity afforded to DLN participants, and how this class should utilize their coaches and other resources to aid in their leadership journey.

DLN IMPACT PROJECTS

Meanwhile, the DLN class of 2017 has continued their development in the program and recently completed four business impact projects that will be beneficial for many aspects of our company and our clients.

Development and Socialization of Multicultural Solutions

A team of DLN participants developed a strategy to both aggregate and socialize Nielsen's multicultural solutions with clients. The team created a multicultural solution roadmap, that points our client teams to the appropriate Nielsen product that helps our clients better reach multicultural consumers. They also created a task force that meets monthly to increase client awareness of our multicultural solutions. This project is essential to our business, because it shows our clients that we know the importance of multicultural consumers and are able to accurately measure their unique consumer preferences and behaviors.

Sales Engineering Process Improvement

Another DLN team created a streamlined process for our data to reach our clients. First, they engaged with both our sales engineers and client service teams to assess the areas where there were opportunities for increased efficiency. Then, the team developed a detailed responsibilities structure, which ensures that tasks are properly allocated and prioritized. The end result of this project is a better flow of information to our clients, which allows us to drive their business goals more efficiently.

Internal Cultural Adoption of Total Audience

A third team worked to socialize and evangelize our Total Audience system for internal associates. The group developed a strategy to both educate our employees and build their interest in our Total Audience measurement, which seeks to measure viewership across the many platforms available to consumers today. By creating this engagement, we ensure that our associates know the best way to incorporate Total Audience solutions into their client relationships and that our clients have access to our best audience measurement tools.

Experienced Hire Talent Assessment Model

Our final DLN team studied Nielsen's need for a way to assess prospective experienced candidates for Nielsen jobs. They helped Nielsen select Pymetrics, a talent assessment company that will use a candidate-friendly, AI-powered, bias-free set of games to assess a candidate's fit for a role.

"The DLN team was instrumental in helping us get to the talent behind what's next, by evaluating the marketplace for talent assessment solutions," said Chris Louie, SVP, People Analytics and Talent Assessment and sponsor of the DLN talent assessment project. "They leveraged their diverse set of experiences—different perspectives shaped by their current functional and geographic homes and their personal experiences as candidates. This provided unique perspectives on what a useful cross-Nielsen solution would look like. This project is a prime example of the superior results that diverse teams can produce when empowered to do so."