Collage Group Puts Brands and Ads at the Center of Membership in 2020
March 25, 2020
Three factors are leading us to change our research model to put your category, brands and ads at the center of everything we do.
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The New Wave—the young, diverse segment of Americans aged 18 to 39—value word-of-mouth and engage it more than older Americans. In this study, we share two steps and five tactics that brands should leverage to drive word-of-mouth in this segment.
As part of our 2019 Roundtable research, we took a deep dive to understand what drives word-of-mouth influence in the New Wave, the young, diverse segment of Americans aged 18 to 39. We found that New Wavers are much more likely to rely on word-of-mouth when seeking out new products than their older counterparts. And it’s become an expectation and necessary step on the path-to-purchase for many of these young, diverse consumers.
Learn about our 2020 research agenda and how access to our syndicated research platform can help your brand connect with the New Wave.
The New Wave is also more likely to engage in word-of-mouth—both online and offline! This is good news for brands—it means you don’t have to work as hard to get these people sharing. The challenge, of course, is making sure that when they share it’s about your brand, and that sentiment is positive.
Our 2019 Roundtable research provides two steps to keep you top-of-mind and at the center of discussion.
- The first step is to quantify influence so you can identify the most influential segments in the new wave. We employ two methods to help you quantify influence and identify segments to target. The first uses factor analysis to identify the segments most likely to exhibit attitudes and behaviors related to word-of-mouth. The second uses an ego-based social network analysis to understand how far influence is likely to spread given the makeup of each segment’s social networks.
- The second step is to activate the New wave to share. We provide two tactics to help you amplify word of mouth in the most influential New Wave segments and three tactics to drive word-of-mouth across all New Wavers.
Download the attached PowerPoint deck for insights and executional examples to help you harness the influence power of the New Wave.
If you are interested in joining peer-to-peer calls with non-competitive members to share insights and discuss strategies to manage this issue, exploring custom qualitative or quantitative research for your brand or category, or having an initial conversation with our consulting team about methods to deal with this topic, please fill out the form below.
Read more about the new wave
Amplify Word-of-Mouth Impact in the New Wave
February 20, 2020
The New Wave—the young, diverse segment of Americans aged 18 to 39—value word-of-mouth and engage it more than older Americans. In this study, we share two steps and five tactics that brands should leverage to drive word-of-mouth in this segment.
Superbowl LIV Halftime Proves Brands Can Use Hispanic Culture to Win the General Market
February 14, 2020
Our post-Superbowl survey on the halftime show found that Hispanic, Black, and White consumers in the “New Wave” (ages 18-39) are receptive to Hispanic culture and messaging.
Diverse Representation in Ads Is Not Enough to Win The “New Wave” of Diverse, Young Americans
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In a climate of increasing tribalism exacerbated by social media polarization, advertisers must appeal to the most complex mix of demographics in American history while steering clear of unintended backlash.
