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Ethnic Technologies: Celebrating Asian Heritage Month

Date: May 27, 2015


Ethnic Technologies: Celebrating Asian Heritage Month


From Sriracha to Psy, Asian American culture continues to be a big influence in the U.S.


TV shows like “The Mindy Project” featuring Mindy Kaling and “Fresh Off the Boat”, which had over 10 million viewers for its pilot episode, and basketball star, Jeremy Lin, have brought Asian Americans into “mainstream” America’s home.


Sriracha (a Thai hot sauce/chili sauce) has become a “must have” for many and Asian Fusion cuisine can be found in nearly every pocket of America.


Bloggers like Phil Yu (Angry Asian Man) and Jen Chae (From Head to Toe) captivate millions of fans online.


However, many marketers are still not paying attention. What about these facts:

      • Asian Americans are the fastest growing racial group at over 16 million
      • Will command nearly $1 trillion in buying power by 2019* and have 52.3 years of effective buying power**
      • Make up 10% of every 100, luxury vehicles sold***


These statistics alone, should give hesitant marketers the “jolt” they need to engage the Asian American consumer, more than the annual Lunar New Year campaign many have defaulted to.


Ethnic Technologies is the leading provider of multicultural marketing information to the Fortune 500 to help them reach Asian, Hispanic and African American markets.



Our flagship product, E-Tech, appends the following elements to our clients’ customer data: Ethnicity, Ethnic Group, Language Preference, Religion and Hispanic Country of Origin. E-Tech also incorporates Enhanced Neighborhood Analytics (ENA) technology, our granular geographic data system. Once E-Tech has analyzed all the available name intelligence and all of the geographic information, it uses our proprietary, culturally sensitive, expert system logic to predict the ethnicity and other demographics for each individual record. E-TECH IDENTIFIES OVER 30 DIFFERENT ASIAN COUNTRIES, INCLUDING LANGUAGE PREFERENCE. In addition to identifying Asian ethnicity, we also identify Assimilation levels for Asian individuals.



Assimilation represents the degree to which an Asian individual has adopted the language and culture of the United States. With each level of Assimilation, the individuals spending habits, socioeconomic status, communication preference and other lifestyle characteristics differ. Ethnicity, language preference, education, income, socioeconomic status, dwelling size and ENA are just some of the variables used, along with our expert system rules, to determine which Assimilation Index best describes a specific Asian individual.


Our four Assimilation Indices are:


1. Assimilated – Speaks and understands primarily the Prevailing Culture’s Language. (Primarily English Speaking)


2. Bilingual, Prefers English – Speaks Primarily the Prevailing Culture’s Language, but still understands Native Language. (e.g. Mandarin)


3. Bilingual, Prefers Native Language – Speaks Primarily Native Language (e.g. Mandarin), but Understands Prevailing Culture’s Language. (e.g. English)

4. Unassimilated – Speaks and understands primarily the Native Language (e.g.

Mandarin) (Primarily Native Language Speaking)


Our Assimilation determinations are predictive and based on the many years of detailed research embedded in our product. No personally identifiable information is ever used.


At Ethnic Technologies, we recognize the importance of “Asian Marketing” but even more importantly, the proper segmentation of groups in order to communicate and market effectively.


* Selig Center of Economic Growth, 2012

** Nielsen The Multicultural Edge: Super Consumers Rising March 2015 Report

*** IHS, Inc.


For more information contact Rachel Tague, Marketing Director, at 866-333-8324 ext. 121 or