The document discusses segmentation methodologies for identifying multicultural markets in America, including using name segmentation. It describes four main approaches: using census data at the 5-digit zip code level, self-reported and subscription data, surname reference tables, and a multi-layered approach. The multi-layered approach has the highest accuracy and can identify languages, pinpoint ethnicities, and provide a complete solution. The document also provides examples of common names from different ethnic groups to illustrate name-based segmentation.