These data-driven tools provide measures of cultural variation that reveal insights into the similarities and differences across consumer segments. Collage Group members use these tools to build more efficient general market campaigns, as well as more effective dedicated activations. Cultural Traits are divided into two complementary methodologies.
It consists of six culturally relevant personality characteristics we identified and validated through an iterative process involving multiple large sample surveys and factor analysis.
The tool consists of eighteen Likert-scale questions that score individual consumers along the six characteristics of Rootedness, Adventurousness, Exceptionalism, Anxiety, Independence, and Compliance.
You can examine and use Cultural Attribute profiles across our key demographic segments as a part of membership. Additionally, you can include the eighteen-question battery in Custom projects for targeted analysis.
Our Group Trait tool offers a more detailed and nuanced look at cultural variation by “zooming in” on the way that cultural attributes are expressed within each segment.
It consists of a set of specific, culturally relevant characteristics we identified through subject-matter expertise and quantitative analysis. Unlike the Cultural Attribute tool, which is set at six dimensions, our set of Group Traits continues to grow as we identify and test new expressions of cultural variation. You can examine and incorporate the insights following from each segment’s core Group Traits as part of membership.
Additionally, you can scope out a Custom engagement applying our rigorous methodology for identifying the presence of Group Traits for the consumer segments of your choosing.
Reading Time: 2 minutes. Collage Group’s presentation, Drive Brand Relevance with Black Consumer Essentials, explores three areas of our consumer fundamentals research: demographics and economic opportunity, identity, and Group Traits.
Reading Time: 3 minutes. Read below and download our report to see the top culturally fluent ads among Hispanic consumers.
Reading Time: 2 minutes. Collage Group’s presentation, Drive Brand Relevance with Asian American Consumer Essentials, explores three areas of our consumer fundamentals research.
Reading Time: 2 minutes. Discover LGBTQ+ Gen Z Consumers’ unique perspectives and motivations through their evolving demographics, complex intersectional identity, and actionable Group Traits.
Reading Time: 3 minutes. Learn how brands effectively engage diverse Americans with culturally fluent advertising. Use this research to decode the art of connecting with the LGBTQ+ community while minimizing potential backlash from other segments.
Reading Time: 3 minutes. American Teens make many independent decisions when shopping for apparel, personal care, skincare, or makeup.
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Assess the cultural fluency of your ads and brands with CultureRate:Ad & CultureRate:Brand.
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Collage Group is a certified Minority Business Enterprise (MBE) by the National Minority Supplier Development Council (NMSDC).
©2023 Collage Group
Motivating Diverse Consumers & Avoiding Backlash in America Now: A Year in Review
Join us for a special year-in-review, complimentary webinar that shares insights that spotlight what diverse America wants from brands on the issues that matter, and what you can do to succeed in this environment.
