EthniFacts

Name

EthniFacts

Legal name

EthniFacts LLC

Website

https://ethnifacts.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Market Research and Consumer Insights

NAICS

Marketing Research and Public Opinion Polling (541910), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Management Consulting Services (8742), Services-Advertising (7310)

akta.pro primary industry

Qualitative Research (Focus Groups, IDIs, Ethnography) (MPAAALAE)

akta.pro secondary industry

Digital Marketing Strategy & Channel Mix Advisory (MPAAAFAF)

Keywords

• Multicultural market research
• Consumer segmentation services
• Syndicated survey data
• Cross-cultural consumer insights
• Custom research services

Headquarters

HQ city

Irving

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Others

Revenue model

1. Syndicated Data Products: Licensing of PICAT survey data, ICA segments embedded in MRI-Simmons and Nielsen databases. Semiannual national survey providing ongoing market trend data by culture and personality.
2. Custom Research Services: Bespoke qualitative and quantitative research including CulturSort and personality segmentation, segmentation studies, market sizing, new product opportunities, copy testing, and brand lift studies.
3. Report Writing & Analytics: Report writing services with proven track record of 21 Nielsen DIS reports. Analysis and storytelling from complex data for clients.
4. Digital Activation Services: Digital targeting of audiences using culture and personality segmentation, Big 5 personality creative guidance for marketing content.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

EthniFacts is a B2B market research firm that delivers syndicated survey data (PICAT), proprietary cross-cultural and personality-based segmentation models (ICA, AFS, Big 5), and custom qualitative and quantitative research services to enterprise clients. Its offerings are used by CPG, beverage, media, restaurant, and advertising companies to predict consumer behavior, identify target audiences, and execute multicultural marketing strategies.

Product overview

EthniFacts offers a suite of syndicated data products and research services centered on personality-based and cultural segmentation for consumer insights. The core product is PICAT (Personality and InterCultural Affinity Tracker), a semiannual national survey providing market trend data by culture and personality. This is supported by proprietary segmentation systems: ICA (InterCultural Affinity) for cross-cultural consumer clustering, AFS (Ambicultural Fluidity Segmentation) for intra-cultural identity mapping, and Big 5 Personality Assessment based on psychological personality theory. Services include custom research, digital activation targeting, 1st Party Database Activation, demographic mapping, and measurement/scorecard services. EthniFacts also embeds its segments (ICA, AFS, Big 5) into partner platforms including MRI-Simmons and Nielsen Homescan, and collaborates on Nielsen's Diverse Intelligence Series reports.

Differentiator

Problem solved

Functional benefit

Brands

• PICAT: Personality and InterCultural Affinity Tracker - a syndicated survey providing insights into cross-cultural attitudes and behaviors
• ICA
• AFS
• Pancultural Genome Project

Products and services

• PICAT (Personality and InterCultural Affinity Tracker) Syndicated semiannual national survey tracking consumer attitudes and behaviors through personality and cultural lenses for enterprise clients (CPG, beverage, media, advertising). Used to identify best consumers, predict next-best customers, and inform multicultural targeting and content creation.
• ICA (InterCultural Affinity) Segmentation Proprietary cross-cultural segmentation model providing guidance across the spectrum of consumers based on embrace or rejection of things outside their root culture; predicts consumer behavior and is licensed to MRI-Simmons and Nielsen Homescan databases.
• AFS (Ambicultural Fluidity Segmentation) Proprietary intra-cultural segmentation model measuring fluidity within one culture across the identity spectrum, with the trademarked "Ambicultural" middle representing the preferred destination for cross-cultural engagement. Licensed into MRI-Simmons database for cross-cultural marketing targeting.
• Big 5 Personality Assessment Assessment tool based on Big 5 Personality Theory (Openness, Conscientiousness, Extraversion, Agreeableness, Neuroticism) used to identify personality traits driving consumer behavior for marketing targeting and content personalization; deployed via SurveyGizmo and integrated into partner databases.
• Custom Research Services Bespoke qualitative and quantitative research engagements incorporating CulturSort and personality segmentation, including segmentation studies, market sizing, new product opportunities, copy testing, and brand lift measurement for enterprise brand marketers.
• Digital Activation Digital targeting and activation service employing culture and personality segmentation, including Big 5 personality creative guidance ("Ha, made you look!") for advertising optimization and personalized content influence.
• 1st Party Database Activation Database activation service crosswalking culture and personality segmentation to a client's first-party consumer records to enable targeted multicultural marketing campaigns.
• Demographic & Mapping Projects Geolocated radius and drivetime mapping with full American Community Survey (ACS) demographic breakdowns to support location-based consumer insights for site selection and trade area analysis.
• Nielsen DIS (Diverse Intelligence Series) Reports Collaborative research reports with Nielsen's Diverse Intelligence Series covering Hispanic/Latino, African American, Asian American, Multicultural, and LGBTQ+ consumer markets; 21 reports produced across 2012-2025 using EthniFacts' ICA segmentation methodology.

Quantifiable outcome

• 55% of consumers want companies to share values and ideals that unite America
• +1 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability4 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Latino Hotel AssociationminorGTM or Marketing Partner · 1 January 2023EthniFacts delivered keynote at Latino Hotel Association Conference and produced inaugural 'Latino Hotel and Entrepreneurship Investment' (LHEI) Report in collaboration with the association.
• LatinWorks (Nely Galan)minorStrategic or Co-development Partner · 1 January 2023Published Latino PLUS+ Identity research in collaboration with LatinWorks and Nely Galan as part of the Self Made initiative published by Random House.
• MRI-SimmonscoreStrategic or Co-development Partner · 14 November 2019Launched Culture Product Suite embedding EthniFacts' ICA (InterCultural Affinity) segmentation, AFS (Ambicultural Fluidity Segmentation), and Big 5 personality profiles into MRI-Simmons database for cross-cultural marketing targeting.
• NielsencoreStrategic or Co-development PartnerEthniFacts has collaborated with Nielsen for several years on their DIS (Diverse Intelligence Series) reports covering topics including tech adoption, women's roles, cultural influence, leadership, and consumption trends in Latinx, African American, and Asian American consumer markets. EthniFacts produced 21 Nielsen DIS reports spanning 2012-2025.
• GSD&MminorGTM or Marketing PartnerPublished white paper highlighting the Multiplier Effect of Supplier Diversity in collaboration with GSD&M advertising agency.
• Wine Market CouncilcoreStrategic or Co-development PartnerEthniFacts and Wine Market Council collaborated on research investigating how to better market wine to multicultural consumers, including Hispanic and African American consumer segments. Studies cover cultural wine barriers and opportunities.
• TelemundominorStrategic or Co-development PartnerEthniFacts collaborated on FAM (Family) Study presented at Ad Week in partnership with Telemundo, examining cultural insights for Hispanic audiences.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Ipsos: Global market research firm with dedicated multicultural and consumer behavior practices. Comparable on syndicated and custom research for enterprise CPG and media clients.
• Mintel: Global market research firm publishing consumer and cultural reports across categories, including multicultural segments. Comparable on syndicated consumer insights products and enterprise client base.
• The Cambridge Group: Consumer strategy and segmentation consultancy combining cultural insights with growth strategy. Adjacent offering that competes for the same enterprise strategy and consumer-insights budget.
• Nielsen (NielsenIQ): Global market research giant operating Nielsen Homescan and the DIS series — both of which embed EthniFacts' segments. A partner today but also the most consequential competitive threat if it builds competing multicultural segmentation internally.
• Kantar: Global consumer insights and market research firm with extensive multicultural and segmentation capabilities serving CPG and media clients. Comparable enterprise customer base and broader service portfolio.

Direct peers

• Horowitz Research: Specializes in multicultural, Black, Hispanic, and Asian American consumer and media research with both syndicated and custom offerings. Closely mirrors EthniFacts' enterprise client focus and category expertise.
• Geoscape: Geodemographic and multicultural market research firm providing cultural consumer intelligence, segmentation, and mapping for US enterprises. Overlaps with EthniFacts on demographic, cultural, and geographic consumer insights.
• Sensis: Cross-cultural marketing agency with integrated research capabilities targeting Hispanic, African American, Asian American, and LGBTQ+ consumers. Comparable on multicultural insights work delivered alongside agency services.
• ThinkNow Research: Multicultural consumer research firm offering custom research and syndicated insights across Hispanic, Black, Asian American, and LGBTQ+ audiences in the US. Directly comparable to EthniFacts in customer base, methodology focus, and product mix.

Emerging players

• Culture One World: Cultural insights and research firm focused on cross-cultural consumer behavior in the US. Smaller, niche competitor with overlapping cultural-segmentation methodology.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/ethnifactsllc
• LinkedInlinkedin.com/company/ethnifacts-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about EthniFacts