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But sales was reporting a different story: competitors were stealing market share.
The challenge: they needed to go beyond the surface to capture what consumers weren’t telling them.
1. Our depth of research and best practices in our syndicated database illuminated attitudes and behaviors of the segment, including trends in home cooking.
2. Collage Group’s custom solutions team conducted qualitative interviews in key metro areas and honed in on perceptions of the product in relation to competitors, as well as cooking habits and sources for inspiration. Our in-situation observational approach brought the consumer’s relationship with the category to life and allowed us to explore beyond reported answers.
3. To vet and prioritize findings from the qualitative work, we launched a quantitative survey to ~1,000 multicultural consumers in this segment.
Based on our findings, we delivered:
• A new creative brief leading with a deep understanding of how to execute with cultural fluency top-of-mind, preventing the brand from executing a strategy that generates backlash.
• A renewed strategic focus on the right channels to reach this multicultural consumer segment – and the content to highlight in campaigns.
• A distribution strategy and pricing schemes to build awareness and loyalty.
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Assess the cultural fluency of your ads and brands with CultureRate:Ad & CultureRate:Brand.
Tailored solutions delivered by our full-service, bilingual Qualitative and Quantitative research teams.
Harness the power of cultural intelligence to win diverse America. Discover how you can turn insights into impact today!
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Collage Group is a certified Minority Business Enterprise (MBE) by the National Minority Supplier Development Council (NMSDC).
©2023 Collage Group
4550 Montgomery Avenue
Bethesda, Maryland, 20814
(240) 482-8260
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Collage Group is a certified Minority Business Enterprise (MBE) by the National Minority Supplier Development Council (NMSDC).
©2023 Collage Group
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