In 2017, cell phones, internet, and watch-anywhere TV have become appendages of consumers’ bodies. We’ve conducted several studies about digital behaviors and attitudes, but our latest work goes deep into how consumers make the critical decisions around which telecommunications products to buy, and what features are important to them. The research uncovers a broad array of insights, with explorations into the telecom landscape, deep-dives into cell phone, TV and internet providers, and path-to-purchase.
https://www.collagegroup.com/wp-content/uploads/2017/07/wire.jpg15001000Katie Hocksteinhttps://www.collagegroup.com/wp-content/uploads/2021/04/Collage-Group-Main_167-space.pngKatie Hockstein2017-07-21 17:02:052019-01-02 16:35:56Tales of Telecom: See What Multicultural Consumers Really Want from Providers
It’s no secret that American modern families in 2017 look vastly different from 50, or even 30 years ago. They are more diverse; going from Leave it to Beaver to Modern Family. But what do these changes mean for marketers? How can brands tap into these shifts to connect with modern families on a deeper level?
We set out to answer these questions in our latest study around modern families, here are just a few key takeaways:
https://www.collagegroup.com/wp-content/uploads/2017/07/group.jpg8271500Katie Hocksteinhttps://www.collagegroup.com/wp-content/uploads/2021/04/Collage-Group-Main_167-space.pngKatie Hockstein2017-06-19 18:57:592019-01-02 16:37:07Are Modern Families Really All that Different?
Chances are you’ve heard someone talk about an “authentic recipe” or an “authentic dish” at some point. In fact, during conversations about cooking, the word authenticity is usually hard to avoid. But what does “authentic cooking” really mean? Does the meaning change depending on who you talk to?
https://www.collagegroup.com/wp-content/uploads/2017/02/authentic-cooking.jpg10001500Katie Hocksteinhttps://www.collagegroup.com/wp-content/uploads/2021/04/Collage-Group-Main_167-space.pngKatie Hockstein2017-02-22 16:43:472019-01-02 16:39:33Authentic Cooking: What “Home Cooking” Means to Different Cultures
While political polarization has been on the rise in the U.S., in many ways the 2016 presidential election was a collective moment of realization of just how far apart Americans are.
Young vs. old, left vs. right, urban vs. rural – since the election, understandings of “other segments” are frequently discussed. However, many of these conceptions are constructed through stereotypes and anecdotes instead of data.
https://www.collagegroup.com/wp-content/uploads/2017/01/map-of-USA.jpg10001500Katie Hocksteinhttps://www.collagegroup.com/wp-content/uploads/2021/04/Collage-Group-Main_167-space.pngKatie Hockstein2017-01-31 04:55:422019-01-02 16:40:36A Changing Nation: A Generational View of Shifting Attitudes in America
We often think of checking and savings accounts as commonplace, but in reality over a quarter of the U.S. population doesn’t have either one. This translates into 67 million individuals being financially underserved in America. These consumers are referred to as “underserved” because they’re not fully leveraging traditional financial offerings of a bank.
In today’s media landscape, consumers are deluged with advertisements: on TV, before YouTube videos, sandwiched between Instagram posts, you name it. In the sea of content, it can be hard for consumers to differentiate between ads and remember brands.
We constantly assess what makes certain spots stick, while others fall by the wayside. Over time, the pattern is clear: consumers like content that authentically mimics their experiences, cultures, and values.
It’s no secret that the demographics of the United States are shifting. White Americans comprise just above half of the youngest two generations, while they remain a strong majority in older generations.
Never has the makeup of the country become such a core part of the national discourse as in the lead-up to the 2016 election.
Whether you’re five or ninety-five, you probably drink at least one non-alcoholic beverage per day. Despite this, the non-alcoholic beverage industry has seen a steady decline over the past few years. Is this driven by more interest in healthy foods, a change in tastes, or something else? Our latest total market study was designed to learn more about consumers’ beverage preferences and uncover the drivers behind the trends.
Multicultural Consumers are More Loyal
Hispanic and African-American consumers typically stick with their favorite brands when shopping for non-alcoholic beverages. They’re less likely to be swayed by a sale or coupon. On average, 27% of consumers say that they purchased a non-alcoholic beverage because of a sale.
We live in an age when patriotism is expressed in various, sometimes divisive ways. Some people prefer traditional displays of flags and “The Star Spangled Banner.” While younger Americans may have a less tangible interpretation, focused on ideals and a way of life.
Does this mean that gen-Z and millennials are less patriotic than older generations?
https://www.collagegroup.com/wp-content/uploads/2017/07/jakob-owens-96965.jpg15001002Katie Hocksteinhttps://www.collagegroup.com/wp-content/uploads/2021/04/Collage-Group-Main_167-space.pngKatie Hockstein2016-09-27 12:00:252019-01-02 16:46:20Quick chart: How Patriotic are Gen-Zers and Millennials?
Most consumers viewed Under Armour as a brand built for men before 2014. Despite that, the company had been incredibly successful raking in $2.3 billion in sales in 2013. However, their product line for women only accounted for $500 million.
To address this, they launched a Total Market campaign targeting women, “I Will What I Want.” It features several female athletes of diverse cultural backgrounds, who speak to the hurdles they had to overcome to reach success.
https://www.collagegroup.com/wp-content/uploads/2017/07/willwhatIwantcampaign_under-armour.jpg650612Katie Hocksteinhttps://www.collagegroup.com/wp-content/uploads/2021/04/Collage-Group-Main_167-space.pngKatie Hockstein2016-04-21 22:59:582019-01-02 16:51:24Case Study: Under Armour's "I Will What I Want"