Case Study | Health Care Retailer

1. Achievement of a higher return from the partnership than from comparable alternatives.

Collage Group enables the health care retailer to stay tapped into needed, timely cultural insights into all major segments. According to the company, the partnership far exceeds returns from hiring a temporary in-house research lead or from returns on a single custom project (which might be perceived as one-time “check-the-box” approach that ultimately implies little commitment to lasting change).

2.  Improvement in advertising effectiveness.

The healthcare retailer applied a CultureRate:Ad report included as part of membership to evaluate the Cultural Fluency Quotient of a recent Spanish-language pharmacy execution. According to the company, The CultureRate:Ad reporting provided deep insight into the drivers of Cultural Fluency across racial/ethnic groups. The learnings helped the retailer understand cultural nuances so they could take the action needed to produce more inclusive advertising.

3.  Increased empathy with Black consumers across the entire Marketing organization.

The health care retailer hosted a Black Immersion Day with a variety of speakers to more deeply educate and energize their team. The Session featured Zekeera Belton, a Collage Group executive and Black Consumer SME, to both keynote and close the session. Zekeera layered in her personal experience to bring to life Collage Group’s rigorous data on the Cultural Traits of Black Consumers. As the main event during Immersion Day, the company reports that Zekeera’s presentation also motivated deeper use of insights recently provided by Collage Group’s Custom Solutions team a few weeks prior to the event.

4.  Update to all internal research methodologies and processes to ensure Cultural Fluency.

With over 10+ years of experience conducting research among diverse and hard-to-reach consumer segments, Collage Group has developed a robust array of Multicultural Research Best Practices. In close collaboration with the health care retailer, Collage Group SMEs outlined and presented key learnings in conducting Multicultural Research to research groups across the enterprise. The company has adopted learnings from these presentations and continues to push thought-leadership in emerging research methodologies and best practices to ensure culturally inclusive learnings across all engagements.

5.  Improvement in customer experience in retail operations. the company indicates that their leaders are now talking more regularly with colleagues in stores through a “colleague advisor panel” that connects leadership to frontline staff.

The company has now elevated a discussion of discrimination, where in-store staff see it most, and how issues appear in call-center operations. A new company “Bill of Rights” will now be posted in stores on how staff and customers should be treated.