Our new Women Cultural Traits research provides powerful new insights into this critically important demographic.
Collage Group just launched new syndicated research streams ranking ads and brands on cultural fluency. CultureRate:Ad and CultureRate:Brand 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.
CultureRate:Ad and CultureRate:Brand 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 CultureRate:Brand 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.
CultureRate:Ad is based on over 120,000 responses to approximately 150 ads in 8 categories, with deep multicultural, Millennial and Gen Z oversample. We piloted CultureRate:Brand 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.
Get In Touch.
There's a world of just for you
Discover More Insights
Want to better connect with Gen Z? Read on for 5 takeaways and a presentation centered on enhancing your brand’s ability to authentically connect with the Gen Z generational cohort.
Want to better connect with Hispanic Americans? Read on for 5 takeaways and a presentation centered on enhancing your brand’s ability to authentically connect with the U.S. Hispanic segment.
The LGBTQ+ community is growing, skews young, and has tremendous buying power in the U.S. (estimated at $1 trillion).
Collage Group’s latest consumer report on Asian Cultural Traits provides powerful new insights into this critically important demographic. Fill out the form to download an excerpt specific to the expertise-seeking cultural trait.