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Listen to podcast interview with Miguel Gomez Winebrenner, senior consultant, Cheskin about segmentation by level of acculturation

Posted by Elena del Valle on September 24, 2007

Miguel Gomez Winebrenner

Miguel Gomez Winebrenner, senior consultant, Cheskin

Photo: Miguel Gomez Winebrenner

A podcast interview with Miguel Gomez Winebrenner, senior consultant, Cheskin is available in the Podcast Section of Hispanic Marketing & Public Relations, During the podcast, Miguel discusses his chapter on segmentation by level of acculturation from the Hispanic Marketing & Public Relations book with Elena del Valle, host of the podcast. 

Miguel consults with companies to assess market opportunities, help design ways in which to enhance customer experience, and guide innovation in a way that is meaningful to consumers. After graduating with Honors in Economics from the University of Iowa, he worked for Yankelovich in Latin America, where he contributed to multi-phase research projects.

In 2000, Miguel returned to the United States to work for C&R Research in Chicago, with an emphasis on cable, TV and telecommunications. He has worked with companies across several verticals including financial services, consumer packaged goods, quick service restaurant, cable TV and telecommunications, entertainment, healthcare, and health and beauty aids.

Read Miguel’s chapters on “Qualitative and Quantitative Research Strategies” and “Segmentation by Level of Acculturation,” in

Hispanic Marketing and Public Relations book

Hispanic Marketing & Public Relations 1932534083 

Click here for more about Hispanic Marketing & Public Relations 

He is a member of the National Association for Multiethnicity in Communications (NAMIC) and the Cable and Telecommunications Association for Marketing (CTAM). He is immediate past president and on the Board of Directors of NAMIC South Florida, and is a member of the NAMIC National Multicultural Committee.

His articles have been published in Marketing News, BrandWeek, Restaurant Business, Time, Multichannel News, Diversity Inc, and Cable Advertising Bureau. He wrote the chapters on “Qualitative and Quantitative Research Strategies” and “Segmentation by Level of Acculturation” in the Hispanic Marketing and Public Relations book.

To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Miguel Gomez Winebrenner,” click on the play button below or download the MP3 file to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save it to disk. The podcast will remain listed in the September 2007 section of the podcast archive.

“Segmentation by Level of Acculturation” audio recording

Miguel Gomez Winebrenner

Presenter Miguel Gomez Winebrenner


  • Assimilation versus acculturation
  • Factors that affect Latino acculturation
  • How to know if someone is acculturated
  • Number of years necessary for acculturation
  • Effects of immigration debate on acculturation
  • Three main ways of segmenting Latinos

Click here for details about “Segmentation by Level of Acculturation”


Click the button to hear the podcast: