Consumer
Consumer Insights
Harness the core beliefs and values of your diverse consumer segments to grow brand love and advocacy.
- Multicultural
  Hispanic, Black, Asian
- LGBTQ+ & Gender
  LGBTQ+, Women, Men
- Generations
  Gen Alpha, Gen Z, Millennials,
  Gen X, Boomers
- Parents & Kids
  Parents, Kids
- Cultural Drivers
  Paint a full picture of your consumers and what specifically matters to them, like passion points, sports and gaming, holidays and more.
Solutions
- Segmentation
  Define your core and growth segments at a deep cultural level to drive engagement, purchase, usage, loyalty and advocacy.
- Real-Time Custom Audiences
  Define, size and measure audiences so you can engage the right people in the right channels at the right time.
- Shopper & Retail
  Understand the intersection of shopper, experience and retail to identify opportunities that grow your brand.
- Values Drivers
  Engage diverse consumers on the issues that matter to them, using best practices that resonate with growth segments.
Brand
Brand Insights
Improve your brand’s cultural fluency and leverage the Halo effect to grow revenue.
Solutions
- Brand Health & Advocacy
  Take action to improve brand resonance, authenticity and advocacy with data showing the why behind consumer behavior.
- Advertising & Media Effectiveness
  Build culture into your creative process by measuring Ad Cultural Fluency to understand and optimize performance.
- Brand Growth
  Use your Brand Cultural Fluency Quotient (B-CFQ) to act on key drivers that improve trust, fit and resonance.
- Competitive Advantage
  Leverage strengths to grow your brand, and address weaknesses with your competitive points of difference.
Industry
Industry Insights
Give your brand the competitive advantage in your industry through cultural fluency.
Solutions
- Category Essentials
  Incorporate category-specific insights about diverse consumers into creative briefs and marketing strategies. Updated twice a year.
- New Product Innovation
  Discover unmet needs of your core and growth segments to identify new concepts for product development.
- Industry Competitive Assessment
  Identify key gaps in your industry. Prioritize and act on areas where your brand has a right to win and grow.
- Trends & Untapped Opportunities
  Carve a unique space for your brand to meet the needs and values of different consumer segments.
Platform
- Cultural Intelligence Engine
  The deepest and most discoverable data generates instant insights to drive growth.
- See It in Action
  Always on audience intelligence, brand intelligence, and category intelligence on the why driving purchase behavior.
- Custom Solutions
  Dive deep to understand the why to any question so you can take action to drive growth. Bi-lingual.
Resources
- Why Cultural Fluency Matters
  Culture goes deeper to get to the underlying why. Unlock the power of culture for your company.
- Insights Blog
  Excerpts of our insights on trends, category essentials, and diverse consumer segments.
- Webinars & Events
  Register for webinars and in-person events where we unveil new market research and consumer insights.
- White Papers
  Best practices for how to leverage cultural fluency to drive brand value and business growth.
- Case Studies
  Proven results leveraging the power of culture across industries. Why our customers trust Collage.
- Podcast
  Cultural Fluency Maker podcasts hosted by CEO David Wellisch.
About
- Who We Are
  Our mission. Our values. Minority-owned business.
- Why Collage
  Culture is at our core. Unrivaled depth of data. In-culture subject matter experts.
- Careers
  We are hiring! Join a fast-paced, mission-driven tech company.
- Press
  As seen in AdAge, Forbes, Business Insider. Collage is the trusted source for cultural insights.
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Winning in OTC Health & Wellness eCommerce

Shopper Insights and Trends You Need to Know

Young Sick Asian Woman Blowing Nose In Paper Tissue While Sitting On Couch At Home Covered In Blanket, Portrait Of Ill Korean Female Suffering Runny Nose, Feeling Unwell, Having Seasonal Flu

Turn shopper insights into measurable eCommerce growth this Cold & Flu Season

Download the free eBook

OTC Health & Wellness products have become a cornerstone of modern self-care. But as consumers increasingly shop online, their path to purchase is more complex than ever. Rising costs, evolving expectations of different consumer segments, and fragmented journeys mean that success now requires more than simply being on the shelf.

That’s why MikMak and Collage Group have teamed up to create an exclusive eBook packed with actionable insights to help brands stay ahead in the digital-first era of OTC shopping.

What You’ll Discover in the Report

Emerging OTC eCommerce Trends
Stay ahead of the latest cultural trends and shopper behaviors driving growth in Health & Wellness.
Actionable Shopper Insights by Segment
Explore cultural, demographic, and regional differences to better target your most valuable audiences.
Winning Acquisition Channels & Retailers
Learn which platforms, retailers, and specific product categories are generating the most demand today.

Why It Matters Now

As Cold & Flu season approaches, the competition for OTC shoppers intensifies. Brands that understand the cultural context of consumer choices, and the digital paths that drive them, will be positioned to win both now and into the future.

Download the Free eBook Today

Discover how to turn OTC shopper insights into measurable eCommerce growth for your Health & Wellness brand.

Note: This report is offered by MikMak in collaboration with Collage Group. By submitting the form to download, you consent to the use of your information according to the Privacy Policies of MikMak and Collage Group.

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