The Pert Group Welcomes Alex Camacho as Senior Consultant, Multicultural Services

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Company offers clients deep insights to reach a diverse consumer base.

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Defining and meeting the tastes, expectations and buying trends of multicultural consumers is critical if businesses are to expand their brand and revenue growth within the U.S. and the global marketplace

Companies that aim to reach multicultural consumers whose buying power has tripled during the past 20 years** must grasp far beyond these groups’ countries of origin, languages and lifestyles.

To help clients go deeper and understand the psychographics, identity profiles and emerging segments of our increasingly multicultural economy, The Pert Group, a leading research and consulting firm, is pleased to welcome multicultural marketing expert Alex Camacho as Senior Consultant of multicultural services.

While our nation’s ethnic populations will comprise half the U.S. population by the year 2050*, the combined buying power of African Americans, Asian Americans and Native Americans now exceeds $1.7 trillion. In 2009, both the African-American market ($910 billion) and the U.S. Hispanic market ($978 billion) were larger than the entire economies (2008 GDP measured in U.S. dollars) of all but fourteen countries in the world.**

“Defining and meeting the tastes, expectations and buying trends of multicultural consumers is critical if businesses are to expand their brand and revenue growth within the U.S. and the global marketplace,” said Camacho. “I look forward to helping The Pert Group’s clients understand this new market dynamic, support their multicultural marketing strategies and help them expand sales to these important consumers.”

Camacho brings to The Pert Group extensive experience designing and implementing market research, brand and marketing strategies in the U.S., the Caribbean, Europe and Latin America. Most recently, Camacho was president of Hispanic Senses Marketing (HSM), a multicultural market research firm.

Experienced in a cross section of research methods — including having moderated more than 600 focus groups, triads, dyads and in-depth interviews, Camacho offers a crucial skill set to help support the growing demands for multicultural capabilities.

Camacho is a Ph.D. candidate at The University of Georgia with a concentration in marketing research, brand equity, consumer behavior and marketing management. He has an M.S. in agricultural economics and a B.B.A. in economics. As president at HSM, Camacho provided strategic insights and consulting to multi-national companies including P&G, Anheuser-Busch, Bank of America, ING, Monsanto, GSK and Purina.

For more information about The Pert Group’s multicultural services or to schedule a media interview, contact Alex Camacho at alex(dot)camacho(at)thepertgroup(dot)com or by telephone at (816) 448-3043.

About The Pert Group
The Pert Group is a research-based consulting firm headquartered in Bloomfield, Conn., with offices in Kansas City, Mo., and Pittsburgh, Penn. Established in 1978, the company integrates financial, attitudinal and behavioral information to bring clarity to business, brand and marketing decision making. Providing comprehensive decision support in the areas of Innovation, Positioning and Performance, The Pert Group facilitates growth strategies and improves business outcomes for local, national and international clients. The Pert Group is a long-standing member of the Council of American Survey Research Organizations (CASRO) and the European Society for Opinion and Marketing Research (ESOMAR). For more information, visit thepertgroup.com.

  • U.S. Census

**University of Georgia’s Selig Center for Economic Growth

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