Home Care Consumer Research

Collage Group’s home care consumer research delivers deep insights into how diverse consumers’ values, behaviors, and responsiveness to brands and ads impacts the home care industry. Over 250 brands, representing more than 14 industries, leverage the Collage Group Cultural Intelligence Platform to understand and win consumers across race, ethnicity, generation, sexual identity and gender.

Home Care Industry Clients​


"The level of innate understanding of generations and races is unparalleled. The session was inspiring and educational. It was executed in a unique way providing the right level of information and discussion time."


Procter & Gamble

"The team was very knowledgeable and helped set up the process of sharing and brainstorming very efficiently!"


Procter & Gamble


"I greatly appreciate the quality readout of the Collage Group research and I think everyone who listened in learned a lot. The presentation came together so well and was a solid, well-organized story. Thank you for being such great partners."


Category Essentials

Consumers are evolving, and their use of home care products is too.

Explore trends that matter most to diverse consumers with this excerpt of our latest Category Essentials release specific to home care. This report includes the latest insights on product consumption, purchase trends, and general activities across diverse segments.

Home Care


With a focus on the New Wave of Americans (18-40), the generation setting the pace for growth, CultureRate surveys are measuring ads and brands continuously across the alcoholic beverages industry. The CultureRate database is the largest of its kind available, growing annually by over 200,000 responses or 30 million unique datapoints.


CultureRate:Brand measures brand performance using our proprietary metric, the Brand Cultural Fluency Quotient (B-CFQ). Our deep oversample of diverse Americans offers brand leaders rich insights into how consumers experience their brand(s) across race and ethnicity, sexuality and gender. Use the CultureRate:Brand Explorer tool to discover how diverse consumer segments view brands in the home care industry.


CultureRate:Ad measures ad performance using a proprietary metric, the Ad Cultural Fluency Quotient (A-CFQ). It leverages 10+ years of research and expertise in the survey design methods needed to understand diverse America. Built in partnership with 200+ brands across 10 sectors, CultureRate:Ad analyses reveal that culturally fluent advertising can and will resonate across broader audiences if done in an authentic, relatable way.

Explore Home Care Consumer Research