Posts

Measuring the Cultural Fluency of Nonalcoholic Beverages: Jarritos

Measuring the Cultural Fluency of Nonalcoholic Beverages: Jarritos
Share on facebook
Facebook
Share on twitter
Twitter
Share on linkedin
LinkedIn

In this BrandRate study for non-alcoholic beverage brands, we had the opportunity to test Mexican soda brand, Jarritos, with multicultural consumers.

You might expect Jarritos to do well with Hispanic New Wave consumers – and you’d be right – but you might be surprised to know that the brand achieved a cultural reach score of 2, being culturally resonant with the Asian New Wave segment as well.

You may be wondering why Jarritos performed so well with these two groups. On the slide below, you see the percent of each segment that agrees with each of the six components of our Brand Cultural Fluency Quotient (B-CFQ). We see trends both across segment lines (columns) and across specific components (rows).

When you look at the different components, you’ll notice that pretty much across the board, Hispanic Acculturation segments score Jarritos very highly. Asian consumers share much of this sentiment, but aren’t as fanatic when it comes to perceiving Jarritos as a brand which shares their values. So there’s still room to improve, but Asian consumers – who are often adventurous and seek out authentic options for food and drink – clearly have strong affinity for this Hispanic heritage brand.

For Black and white New Wave consumers, though, Jarritos falls behind. With one exception – the Black segment sees Jarritos as a brand they can advocate for, potentially for its cultural significance, even if it’s not one they relate to personally. This sentiment is something Jarritos can leverage in future campaigns seeking to broaden its consumer base.

Collage Group members get access to a free, detailed report on one ad and one brand per year. Members may also obtain more reports on ads at an additional cost. Fill out the form below to learn more about the benefits of membership, cultural fluency, brand testing and more.

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

Measuring the Cultural Fluency of Brands: Media, Telecom, and Sports Leagues

Cultural Fluency Product Spotlight: Apple Music
Share on facebook
Facebook
Share on twitter
Twitter
Share on linkedin
LinkedIn

Our recent BrandRate study tested the cultural resonance of 47 media and telecom brands and sports leagues.

One of our key findings from this study is that many media brands fail to resonate with multiple cultural segments. This is likely due to the highly saturated media space (there are 1,000s of channels to choose from) and the fact that many channels are targeted to specific segments and don’t aim for total market appeal. Nevertheless, there were a few brands that did resonate widely like the streaming music service Apple Music. This brand did very well across Multicultural segments.

Why does Apple Music perform so well with Multicultural consumers?

One reason Apple music performs so well with multicultural consumers is because of high brand trust. When you look at the different components broken down on the chart below, you’ll notice that all segments rank Apple Music around or above average on trust. This makes sense: Apple is a well-regarded brand with huge name recognition and is known as a pioneer in the digital music industry. When Apple launched the Apple Music service in 2015, they already had a reputation for quality music products from iPod and iTunes – Apple Music was the next logical product. And it looks like they’ve been able to maintain and extend their users’ trust with this high-quality music service.

To view the full report, please fill out the form below.

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

Measuring the Cultural Fluency of Brands: Personal Care

Measuring the Cultural Fluency of Personal Brands: Fenty Beauty
Share on facebook
Facebook
Share on twitter
Twitter
Share on linkedin
LinkedIn

Which beauty brands appeal to multicultural consumers?

Our most recent BrandRate study shows how young multicultural segments rank Rihanna’s Fenty Beauty, which accumulated nearly $570 million in revenue within 15 months of launching in late 2017. Now worth $17 billion, Fenty Beauty reigns as one of the most gender and skin-tone inclusive makeup brands on the market.

Did Fenty Beauty receive a high B-CFQ ranking among multicultural consumers?

The table below shows the percent of each segment that agrees with each of the six components (Relevance and Trust, for example) of our Brand Cultural Fluency Quotient (B-CFQ). We see trends both across segment lines (rows) and across specific components (columns). Acculturated, bicultural, and Black consumers over-index on five of the six components, while White consumers under-index on four of six components.

Fill out the form for instant access to the report.

Brands that receive a high-ranking B-CFQ scorecard are considered to be culturally fluent, and are more likely than other brands to sustain continuous market growth. Low-ranking B-CFQ scorecards reveal new opportunities for brands to strengthen resonance with young multicultural consumers.

If you’re interested in measuring the cultural fluency of your brand, please fill out the contact form below. 

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

Measuring the Cultural Fluency of Brands: Alcoholic Beverages

Measuring the Cultural Fluency of Brands: Alcoholic Beverages
Share on facebook
Facebook
Share on twitter
Twitter
Share on linkedin
LinkedIn

Collage Group just launched new syndicated research streams ranking ads and brands on cultural fluency. AdRate and BrandRate are major new initiatives that provide a solution to our members’ mounting need for a comprehensive, ongoing analysis of the cultural fluency of branding and advertising. 

AdRate and BrandRate are part of a larger initiative to place every member’s brands and ads at the center of what we do. In the last two weeks, we begin our 2020 BrandRate initiative with the release of rankings in alcoholic beverages.

Our rating system is built on two years of research into how best to measure cultural fluency. Our 2020 initiative is the first step toward realizing a vision of a comprehensive and transparent database that reveals what works and what doesn’t.

AdRate is based on over 120,000 responses to approximately 150 ads in 8 categories, with deep multicultural, Millennial and Gen Z oversample. We piloted BrandRate with four investigations testing over 100 brands with 6000 consumer responses.

For each investigation we are testing ads and brands with approximately 450-500 consumers between 18-39 (21-39 for alcoholic beverages) equally divided across three levels of Hispanic acculturation, Black, Asian and White. Except for personal care and beauty categories, the sample is equally divided across gender. We also capture respondents’ cultural attribute profile and other demographics factors. This can enabled detailed assessment and lookalike identification of high frequency, high affinity or culturally similar consumers.

We hope that access to this database will motivate more inclusive advertising to drive up Cultural Fluency across every category.  It’s time to raise the bar for everyone.

alcbevbrands

In that spirit, we offer all members a free detailed mini-report on one ad and one brand for each membership subscription (Latinum and GenYZ). Members may obtain additional reports on any ad or brand 2 and 3 credits respectively, or add additional ad and brands (and obtain reports) for the same fee.

We also offer members the opportunity to commission detailed custom analyses of our data or commission engagements to using our rating methodology.

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

Discover More Insights

On the Use of the Term “BIPOC”

The term “BIPOC” exploded in popularity this summer. But few consumers have embraced the term in their daily lives, and the trend seems to be fading. Should you use it? Read on for more insights.

Read More »

The Multicultural Growth Opportunity: 2020 Update

The multicultural population in the United States is transforming American culture. For the first time, the white population registered negative growth across the last five years of available data, meaning Multiculturals are now driving OVER 100% of growth and a major share of expenditure growth.

Read More »

Measuring the Cultural Fluency of Brands and Ads: Alcoholic Beverages Brands and Personal Care Ads

Measuring the Cultural Fluency of Brands and Ads: Alcoholic Beverages Brands and Personal Care Ads
Share on facebook
Facebook
Share on twitter
Twitter
Share on linkedin
LinkedIn

Collage Group is ranking ads and brands on our all-new, proprietary cultural fluency metric. Fill out the form to download a sample of the study where you will learn more about our process and find out how top brands rank.

AdRate and BrandRate are major new initiatives that provide a solution to our members’ mounting need for a comprehensive, ongoing analysis of the cultural fluency of branding and advertising.  This is especially for the “New Wave” of younger Americans who regardless of race or ethnicity are highly responsive to multicultural themes, representation and stories.

AdRate and BrandRate are part of a larger initiative to place every member’s brands and ads at the center of what we do. In the last two weeks, we begin our 2020 AdRate and BrandRate initiative with the release of rankings in alcoholic beverages and personal care.

Our rating system is built on two years of research into how best to measure cultural fluency. Our 2020 initiative is the first step toward realizing a vision of a comprehensive and transparent database that reveals what works and what doesn’t. AdRate is based on over 120,000 responses to approximately 150 ads in 8 categories, with deep multicultural, Millennial and Gen Z oversample. We piloted BrandRate with four investigations testing over 100 brands with 6000 consumer responses.

For each investigation we are testing ads and brands with approximately 450-500 consumers between 18-39 (21-39 for alcoholic beverages) equally divided across three levels of Hispanic acculturation, Black, Asian and White. Except for personal care and beauty categories, the sample is equally divided across gender. We also capture respondents’ cultural attribute profile and other demographics factors. This can enable detailed assessment and lookalike identification of high frequency, high affinity or culturally similar consumers.

We hope that access to this database will motivate more inclusive advertising to drive up Cultural Fluency across every category.  It’s time to raise the bar for everyone.

We offer members the opportunity to commission detailed custom analyses of our data or commission engagements to using our rating methodology. If you’d like to learn more about the benefits of Collage Group’s membership, please don’t hesitate to reach out.

Discover More Insights

On the Use of the Term “BIPOC”

The term “BIPOC” exploded in popularity this summer. But few consumers have embraced the term in their daily lives, and the trend seems to be fading. Should you use it? Read on for more insights.

Read More »

The Multicultural Growth Opportunity: 2020 Update

The multicultural population in the United States is transforming American culture. For the first time, the white population registered negative growth across the last five years of available data, meaning Multiculturals are now driving OVER 100% of growth and a major share of expenditure growth.

Read More »