Stemming from the diversity In the U.S. population, ethnocultural factors no longer can be Ignored when defining and assessing consumer satisfaction. Likewise, there is a critical need for process models that consider consumer heterogeneity. Continuous quality improvement (CQI) programs must look beyond whether or not services are accessible and cost-effective. The processes must also measure if services are acceptable and appropriate for a target population. This article describes how the discipline of anthropology can provide useful tools to obtain critically needed ethnocultural information.