Collage Group Webinars
Connecting you with the latest in multicultural and generational market research.
Click the date to view webinar details.
July 10th, 2019
Multicultural
July 17th, 2019
Generational
July 31st, 2019
Multicultural
August 14th, 2019
Multicultural
September 4th, 2019
Generational
October 23rd, 2019
Generational
November 13th, 2019
Multicultural
January 22nd, 2020
Generational
July 10th, 2019 | 2:00 PM EDT
Webinar
The Essentials of African American Marketing
There are 326 million people living in the US today. About 40 million of them are African American—that’s 12% of the total US population. This segment comprises the second largest multicultural group after Hispanics and is projected to continue growing at a moderate pace for the foreseeable future. Due to their size and growing purchasing power, you cannot afford to overlook them.
This webinar will cover two topics: demographics and cultural values. We will begin with a discussion of this segment’s population growth, household demographics, and economic opportunity. And then dive deeper to understand three key traits that define the segment:
Perseverance
Self-expression
Community focus
July 17th, 2019 | 2:00 PM EDT
Webinar
What Matters to Gen Z and Millennials: Key Passion Points
Gen Z and Millennials are the two largest generations in America, at 75.8 million and 74.9 million, respectively. While both of these segments are known for being digitally-savvy and heavy users of social media, they differ in significant ways. For instance, Millennials value new experiences and keeping themselves abreast of new trends, while younger Gen Z is more focused on self-expression and entertainment.
Given their age and relatively recent entry into the workforce, these younger consumers will dictate brand growth for years to come. Join Senior Analyst Phoebe Long for our next Essentials series webinar, we she will explore the key Gen Z and Millennials passion points you need to understand in order to activate these consumers.
For Gen Z, we will cover:
Music
Gaming
Beauty
For Millennials, we will delve into:
Food
Travel
Movies/TV
July 31st, 2019 | 2:00 PM EDT
Webinar
Win with Experiences: Adapt to How Diverse America Engages Through Holidays and Occasions
This webinar, hosted by Senior Analyst Phoebe Long, investigates celebrations of holidays and special occasions, building on our extensive archive of insights currently available to members in the Latinum Network. During this presentation, Phoebe 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 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.
Attendees can use this information to:
- Inform general holiday strategies 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
August 14th, 2019 | 2:00 PM ED
Webinar
Winning in Food & Beverage: Ads That Drive Purchase Intent in a Diverse America
Food & Beverage is a rapidly evolving category where culturally-specific nuance matters in ways that can inform the advertising effectiveness of any category. To win today’s diverse market, brands must quantify the new “cultural norms” that separate the best ads from the rest. Our Adrate technology is arguably the only solution available that provides insights into what makes for the best creative for each major demographic.
Armed with facial tracking and machine learning technologies, we used AdRate to analyze specific industry categories, revealing astonishing insights into how creative choices for even the most functional ad can polarize consumers.
Join our lead analyst and innovator behind the AdRate methodology, Connor Wahrman, in this discussion about how diverse Americans respond to Food & Beverage ads and what characterizes the ads that drive brand favorability and purchase intent.
- See how to leverage machine learning and facial tracking technologies to identify the emotional cues and creative factors that increase brand favorability and drive purchase intent
- Learn how innovative “groundswell” and “backlash” metrics identify differences across demographics
- Understand why and how the top performers in AdRate’s ad ranking system motivate consumers
September 4th, 2019 | 2:00 PM EDT
Webinar
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 Connor Wahrman 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)
October 23rd, 2019
2:00PM EDT
Webinar
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
November 13, 2019
2:00PM EDT
Webinar
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)
January 22nd, 2019
2:00PM EDT
Webinar
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.
