Our approach to understanding Culture is unique in the market. We apply “the Compass,” our proprietary research framework for navigating America’s cultural transformation, to support members along four major vectors:
“Who We Are” – quantifying core values, attitudes and behaviors.
“How We Live” – the passion points where attitudes come to life
“How To Reach Us” – the media landscape and advertising
“How We Buy” – sector-specific consumer insights
What works and what doesn’t? Our passion is to decipher the causal connection between cultural attributes, the cues and nuance of cultural expression and how consumers from different cultural backgrounds perceive and buy brands.
Conventional approaches rely on indexing different segments to general population norms, but we go further. We apply machine learning to determine what actually matters to brand perception and purchase intent, developing unique profiles for each segment that become increasingly accurate over time.
Ryan Miller, Client Services Director
The Latest in Multicultural and Generational News
With Halloween a little over a month away, brands are starting to roll out their creepy (or festive!) campaigns. Keep the following generation-specific insights in mind while you finalize your campaign or consider a quick social media activation.
Boo! Halloween is quickly approaching and many brands are putting the finishing touches on their spooky holiday campaigns. Use the following insights to make sure your approach hits the mark with diverse America.
Take a deep dive into how consumers perceive Day of the Dead. This excerpt from Collage Group’s comprehensive Holidays and Occasions research reveals important insights into consumer perceptions of this predominantly Mexican holiday.
It’s 2019. At this point, no one should be surprised to learn that Hispanic consumers are a must-have for brands that want to maintain and grow market share.
Unleashing culture to drive brand growth