Top CultureRate Scores Reveal Category Insights

Top CultureRate Ad and Brand scores reveal both top-performers and provide crucial context for category-wide Cultural Fluency.

CultureRate:Ad and Brand measures Cultural Fluency through a key metric we call the Cultural Fluency Quotient (CFQ) score. CFQ scores are designed to specifically to measure cultural resonance across segments for both ads (A-CFQ) and brands (B-CFQ). To do so, we have tested a multitude of components to accurately measure cultural resonance and ensure that a higher CFQ score is an indication of higher purchase intent and brand favorability.

Ultimately, CFQ scores are a crucial way for you to gauge your own brand or ad’s cultural fluency and to take stock of the cultural fluency of your in-category competitors.

In addition to individual CultureRate reports, top CFQ score reports are now available for Collage Group members, and provide industry-specific data. Each report includes overall category CFQ rankings by consumer segment and acculturation, as well as Cultural Reach scores, aka how many segments with whom an ad or brand is resonant. Where robust sample is available, sub-category rankings are also included.

CultureRate:Ad Top Scores

CultureRate:Ad reports measure cultural fluency by gauging consumer sentiment across 4 key component areas: Brand Fit, Personal Relevance, Important Messaging, and Enjoyment. Component scores are weighed and combined to create an Ad Cultural Fluency Quotient (A-CFQ) score. The A-CFQ score gives members crucial insights into their brand’s resonance across multiple consumer segments, as well as where to focus strategies on improvement.

Collage Group assessed the top A-CFQ scores across twelve categories: alcohol, auto, beverage (non-alcoholic), financial services, food, health care, home care, media, personal care, QSR, technology, and travel.

CultureRate:Brand Top Scores

CultureRate:Brand reports measure the cultural fluency of a brand. Our B-CFQ scores gauge consumer sentiment across 6 key component areas: Product Fit, Personal Relevance, Brand Trust, Memories, Advocacy, and Shared Values. The B-CFQ score gives members crucial insights into their brand’s resonance across multiple consumer segments, as well as where to focus strategies on improvement.

Collage Group assessed B-CFQ for brands across fifteen categories: alcohol, apparel, auto, beverage (non-alcoholic), financial services, food, health care, home care, media, personal care, QSR, retail, technology, telecom, and travel.

Variation Across Categories

A review across the rankings also reveals trends across category in both A-CFQ and B-CFQ scores. Some categories like Media tend to have higher top scores while others such as Financial Services tend to possess lower scores. This, in and of itself, is an important insight. Categories with higher CFQ scores have the and advantage of built-in cultural resonance but may succumb to complacency and risk stagnation. Brands in categories with lower average CFQ scores may have to overcome intrinsic gaps in cultural fluency, but have a clear opportunity increase cultural fluency and stand out from competitors. Either way, our insight into Cultural Fluency can help your brand better connect with consumers across segment and produce more powerful ads.

If you would like to receive your own CultureRate:Ad or CultureRate:Brand report and learn more about the cultural fluency of your advertising, please contact us here.

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