Did you know that:

• 54% of Asian Americans have a bachelor’s degree or more, compared to 36% of whites, 23% of blacks, and 16% of Hispanics (2015 U.S. Census). And, 21% of Asian-Americans have advanced degrees like a master’s or PhD versus 14% of whites.
• One Asian value that frequently causes misunderstandings among Westerners is the desire to maintain harmony at all costs. That Japanese will say “yes” when they mean “no” is well known. In Japanese, the “yes” is often an indication that the person follows what is being said, and not necessarily that he or she is agreeing with it. To disagree would cause a loss of face, it would create disharmony. Harmony must be upheld at all times.
• Asian Americans are among the most likely segment to have limited English proficiency according to a 2014 report by the Center for American Progress.
• About 80% of Asian Americans under the age of 18 were born in the United States versus 93% for Hispanics.
• Only about half of second-generation Asians speak an Asian language, compared with three-quarters of their Hispanic counterparts who speak Spanish, according to New American Dimensions’ research.
• China and India have surpassed Mexico as the leading sources of new immigrants to the United States, according to the U.S. Census Bureau.

CEO David Morse includes such research in his book, Multicultural Intelligence: Eight Make-or-Break Rules for Marketing to Race, Ethnicity, and Sexual Orientation.

Watch the videos below to see examples of New American Dimensions’ previous market research for this segment: