
LGBTQ+ & Gender Program Launch: LGBTQ+ Spotlight
The LGBTQ+ & Gender consumer research program is the latest offering from Collage Group.
Collage Group just launched new syndicated research streams ranking ads and brands on cultural fluency. AdRate and BrandRate are major new initiatives that provide a solution to our members’ mounting need for a comprehensive, ongoing analysis of the cultural fluency of branding and advertising.
AdRate and BrandRate are part of a larger initiative to place every member’s brands and ads at the center of what we do. In the last two weeks, we begin our 2020 BrandRate initiative with the release of rankings in alcoholic beverages.
Our rating system is built on two years of research into how best to measure cultural fluency. Our 2020 initiative is the first step toward realizing a vision of a comprehensive and transparent database that reveals what works and what doesn’t.
AdRate is based on over 120,000 responses to approximately 150 ads in 8 categories, with deep multicultural, Millennial and Gen Z oversample. We piloted BrandRate with four investigations testing over 100 brands with 6000 consumer responses.
For each investigation we are testing ads and brands with approximately 450-500 consumers between 18-39 (21-39 for alcoholic beverages) equally divided across three levels of Hispanic acculturation, Black, Asian and White. Except for personal care and beauty categories, the sample is equally divided across gender. We also capture respondents’ cultural attribute profile and other demographics factors. This can enabled detailed assessment and lookalike identification of high frequency, high affinity or culturally similar consumers.
We hope that access to this database will motivate more inclusive advertising to drive up Cultural Fluency across every category. It’s time to raise the bar for everyone.
In that spirit, we offer all members a free detailed mini-report on one ad and one brand for each membership subscription (Latinum and GenYZ). Members may obtain additional reports on any ad or brand 2 and 3 credits respectively, or add additional ad and brands (and obtain reports) for the same fee.
We also offer members the opportunity to commission detailed custom analyses of our data or commission engagements to using our rating methodology.
Discover More Insights
The LGBTQ+ & Gender consumer research program is the latest offering from Collage Group.
Our newly updated Millennial Cultural Traits provides powerful new insights into America’s largest generation and one of its most diverse.
By 2060, Collage projects Hispanic consumers to represent 28 percent of the total U.S. population. Read on to learn four group traits that characterize this segment.
Our Gen Z Cultural Traits research provides powerful new insights into America’s youngest and still-emerging consumer demographic. Read on to discover the four essential traits you need to know about Gen Z consumers.
In 2020, Collage Members turned to our consumer research platform for proprietary insights into a time of dramatic change. Here, we’ve compiled the six most important reports of last year.
Collage Group is incredibly excited to announce the launch of our LGBTQ+ & Gender consumer research program. Read below for additional information and stay tuned for more across the next few weeks.
Where To Find Us
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Bethesda, Maryland, 20814
(240) 482-8260
Collage Group is a certified Minority Business Enterprise (MBE) by the National Minority Supplier Development Council (NMSDC).