Mario Carrasco, cofundador de ThinkNow Research
Mario Carrasco, Partner at ThinkNow Research wrote an article at MediaPost where he presents a new scale to measure Hispanic, cross-cultural Identity called BIM (Bidimensional Identity Measure). “It’s possible for Hispanics to identify as more American than non-Hispanic whites and for wealthy Whites and Asians to have more in common with each other than with their ethnic cohorts. The BIM model measures these differences and commonalities and creates more meaningful groupings that go beyond the typical ethnic/cultural identifications” he explained. BIM was born out of Mitú’s first empirical study, A New Scale to Measure Multigroup Ethnic and American Identity in the U.S., conducted in partnership with ThinkNow Research. The BIM model is comprised of two sub-scales: the Multigroup Ethnic Identity Measure (MEIM-R) and American Identity Measure (AIM) which simultaneously measure one’s ethnic and American identity to help corporations understand the multidimensionality of the U.S. population. Carrasco explained that the value of measuring identity through the BIM is three-fold: First, new conceptualization of identity is needed to address the increasing multi-racial, multi-ethnic and multicultural population of the U.S.; secondly, it is important for marketing and market research professionals to use reliable measures of ethnic and American identity to better understand the differences and similarities across consumer groups; and thirdly, the BIM measures identity at the individual level while at the same time measuring the collective identity of the U.S. population. “The BIM results suggest that despite different ethnic and racial groups living in one country with similarities across several dimensions, differences in identity are significant across groups, and warrant further attention by corporations” he concluded.
