Collage Group Webinars
Connecting you with the latest in multicultural and generational market research.
October 23rd, 2019 | 2:00 PM EDT
The Essentials of Multicultural Consumers
Multicultural segments have driven 100% of US population growth over the last five years, and are projected to continue driving growth for the foreseeable future. As the multicultural population grows, it will become increasingly important to understand how segments are similar to and different from each other to ensure your messaging is appropriate and effective. This webinar will introduce you to our essentials series for multicultural marketing.
The series consists of three studies (one for African-Americans, one for Asian-Americans, and one for Hispanic-Americans) and covers topics such as:
- Demographics
- Economic opportunity
- Media use
- Cultural values
- Passion points
October 30th, 2019 | 2:00 PM EDT
The Essentials of Gen Z and Millennial Consumers
To win in today’s competitive markets, brands must be able to resonate with and activate all segments, including younger consumers who have yet to hit many important life-stages and may still be developing their tastes and brand loyalties. But you can’t just rely on what’s worked in the past—these young consumers are unlike previous generations in important ways that marketers need to understand to capture their attention. This webinar will introduce you to our essentials series for Gen Z and Millennial marketing. The series consists of two studies (one for Gen Z and one for Millennials) and covers topics such as demographics, economic opportunity, media use, cultural values, and passion points for each segment. It is designed to help marketers understand what matters most to Gen Z and Millennials and how these consumers differ from other generations and each other.
November 13th, 2019 | 2:00 PM EDT
The Essentials of African American Consumers
To win in today’s competitive markets, brands must be able to resonate with and activate all segments, including younger consumers who have yet to hit many important life-stages and may still be developing their tastes and brand loyalties. But you can’t just rely on what’s worked in the past—these young consumers are unlike previous generations in important ways that marketers need to understand to capture their attention. This webinar will introduce you to our essentials series for Gen Z and Millennial marketing. The series consists of two studies (one for Gen Z and one for Millennials) and covers topics such as demographics, economic opportunity, media use, cultural values, and passion points for each segment. It is designed to help marketers understand what matters most to Gen Z and Millennials and how these consumers differ from other generations and each other.
November 20th, 2019 | 2:00 PM EDT
Win with Experiences: How Young Americans Engage Though Holidays and Occasions
This webinar, hosted by Senior Analyst Katrina Gross, investigates celebrations of holidays and special occasions, building on our extensive archive of insights currently available to members in the GenYZ Network. During this presentation, Katrina will show you the specific holidays and occasions that are rising in importance and that offer the largest opportunity to differentiate through the use of cultural and generational cues. You’ll also get to see the differences and similarities between how consumers celebrate and their perceptions of whether or not it is appropriate for brands to activate on particular holidays.
- How you can utilize this information:
- Inform general holiday strategy including how to activate the “total market” and how to “target” specific segments for largely celebrated holidays and more culturally niche holidays
- Understand which holidays can be approached via total market strategy and which need a targeted approach
- Inform whether or not consumers want brands to activate on culturally specific holidays/heritage months at all
- Inform special occasion activations
December 4th, 2019 | 2:00 PM EDT
Navigating the OTT Revolution and Beyond | How Diverse America is Changing Content Consumption, Media and the Advertising Landscape
The emergence of new and innovative entertainment channels—e.g., 100s of cable channels; streaming tv, movie, and music platforms; podcasts; video games—has created both opportunities and challenges for brands. On the one hand, it has become easier for brands to target advertising to consumers based on their choice of entertainment channel/platform. On the other hand, consumers have more entertainment choices making them less loyal to any specific channel/platform and more demanding in what they will endure in terms of advertising.
Join Analyst Katrina Gross for an in-depth presentation exploring the ways consumers are willing to engage with advertising in this new media world. We will consider the attitudes and behaviors of the major racial and ethnic segments related to: cable tv; streaming tv, movie, and music platforms; podcasts; video games and virtual reality entertainment; large screen movies. Below are several topics we are considering including in this study:
- In-content advertising: How do consumers feel about advertising embedded in entertainment content (e.g., in shows, video games, etc.)?
- Platform-specific advertising: what type of advertising are consumers willing to engage with in various platforms?
- Content curation: How do consumers discover and keep up with content (very important for content-creating members)
February 19th, 2020 | 2:00 PM EDT
What Will Win the Complex Digital Experience: Critical Generational Differences in Online Sales and Service of Insurance, Health Care and Finance
Business model innovations, technical advances and new insights into consumer behavior are changing how Americans are shopping for and servicing their needs not just for consumer products, but also for complex services. Innovators like Oscar and Forward in health insurance and a universe of FinTech innovators are disrupting the landscape, while a few established companies have begun to offer vastly improved online service experience. This webinar, hosted by analyst Connor Wahrman, examines consumer behaviors and attitudes in response to these changes to discern crucial differences across race and ethnicity.
February 26th, 2020 | 2:00 PM EDT
What Will Win the Complex Digital Experience: Gen Z and Millennial Attitudes to Purchase and Service in Insurance, Health Care, and Finance
Business model innovations, technical advances and new insights into consumer behavior are changing how Americans shop not just for consumer products, but also for complex services. Startups like Oscar Health (a digitally streamlined way to purchase health insurance) and Forward Healthcare are taking the healthcare industry head-on. Meanwhile, a universe of Fintech innovators are winning the younger demographic with apps and services that are much easier to buy from and use.
This webinar, hosted by Analyst Connor Wahrman, will examine consumer behaviors and attitudes in response to these changes to discern crucial differences across generations.
Unleashing culture to drive brand growth
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