Understand and Embrace Black Consumer Passion Points
September 9, 2022
Learn how Black American consumers engage with Passion Points, including food, sports and fitness, travel, fashion, games, and home and garden.
Across the last several years, Collage Group has been developing powerful new tools to help brands become more Culturally Fluent. Our Cultural Traits are central to this effort.
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.
Cultural Attributes Analysis
Our Cultural Attributes tool provides a general cultural profile of target segments and individual consumers.
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.
Group Traits Analysis
Identified through quantitative analysis and expert judgement of targeted sample survey (~2,500 consumers), Group Traits are best for providing nuanced understanding of segments to deepen connection.
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.
Explore Cultural Attributes and Traits By Segment
Black
Hispanic
Understand and Embrace Multicultural Consumer Media Habits and Channels
September 30, 2022
Learn how Multicultural Americans engage with Media, including social media, movies, TV shows, music, reading, and podcasts.
Asian
Understand and Embrace Asian Consumer Passion Points
September 1, 2022
Learn how Asian American consumers engage with Passion Points, including food, travel, sports and fitness, fashion, games, and home and garden.
Gen Z
Four Group Traits That Best Characterize the Gen Z Consumer Segment
January 14, 2021
Our Gen Z Cultural Traits research provides powerful new insights into America’s youngest and still-emerging consumer demographic.
LGBTQ+
Understand and Embrace LGBTQ+ Consumers’ Media Habits and Channels
October 17, 2022
Learn how LGBTQ+ American consumers engage with Media, including social media, movies, TV shows, music, reading, and podcasts.
Millennial
Four Group Traits That Best Characterize Millennial Consumers
January 25, 2021
Our newly updated Millennial Cultural Traits provides powerful new insights into America’s largest generation and one of its most diverse.
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Collage Group is a certified Minority Business Enterprise (MBE) by the National Minority Supplier Development Council (NMSDC).
