Case Study By Industry | Financial Services & Banking

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Case Study By Industry | Financial Services & Banking

CHALLENGE

The Diverse Segments team of a major Financial Services & Banking brand has a dedicated focus on understanding the specific needs and preferences of consumers to help inform culturally relevant and authentic in-market executions. While the team partners with many market research vendors, they came to Collage Group to add depth to their insights across multicultural and generational consumers in the U.S.  

While the team had developed many successful dedicated advertising executions across the years that speak to cultural nuances, the Financial Services & Banking brand approached Collage Group with a new challenge. They wanted to prove that cultural insights can be applied to create campaigns that widely resonate across the total market, as well. 

SOLUTION

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Collage Group has supported many brands in this effort with more than 10 years of quantifiable data evaluating more than 300 brands and ads. The data overwhelmingly shows that culturally resonate advertising featuring a specific segment can and will resonate across broader audiences if done in an authentic, relatable way. This is counter to the thinking that brands face a “trade-off” when deciding between a culturally nuanced dedicated ad aimed at a specific consumer segment and a more generic total market execution.

 

Collage Group partnered with the Financial Services & Banking brand to recommend a solution that would apply the CultureRate:Brand and Ad evaluation methodology in depth across its brand and ads. The result aimed to illuminate that it is possible to break the “genpop vs. targeted” trade-off specifically among the financial sector, helping the Financial Services & Banking brand escape the trap of being generic or forgettable. Further, the solution included key takeaways for the brand to understand where and how they rank among their competitors, and make informed decisions for future ad and brand investments.

CultureRate:Ad Evaluation

Through CultureRate:Ad, the Financial Services & Banking brand’s ads were put to the test as part of a suite of rigorous methodologies that helped brands navigate the rapidly shifting consumer landscape. The ads were evaluated on two metrics: the Ad Cultural Fluency Quotient (A- CFQ) and Backlash, both of which are supported with an exhaustive range of diagnostic metrics.
    • A-CFQ is Collage Group’s proprietary KPI that uses four factors to optimally predict high brand favorability and purchase intent.
    • Backlash metrics take conventional brand favorability a step further by quantifying the degree to which an ad can “flip” perception from positive to negative or vice versa.
Combining A-CFQ and Backlash metrics for target segments revealed the dynamics that made for the Financial Services & Banking brand’s ads successful, or unsuccessful, as compared to their competitors.

CultureRate:Brand Evaluation

Through CultureRate:Brand, the brand was evaluated on the Brand Cultural Fluency Quotient (B-CFQ), which measures how well brands are resonating with consumers. It assessed the Financial Services & Banking brand along six key cultural dimensions: brand fit, relevance, memories, values, trust and advocacy. The B-CFQ Threshold then helped illuminate for the Financial Services & Banking brand whether their B-CFQ score was high enough to lead to increased brand favorability and purchase intent.

RESULTS

As a result of the CultureRate:Ad and Brand evaluations, Collage Group provided key insight into how the the Financial Services & Banking company’s brand and ads are performing across each diverse consumer segment – Hispanic, Black, Asian and NH-White consumers – as well as by Hispanic Acculturation level.

 

The findings – which evaluated the Financial Services & Banking company vs. it’s financial service competitors – showed, that while it may be harder for those in the financial space to develop cultural connections with consumers overall, there are still clear winners that have broken through to resonate with multiple segments simultaneously.

 

Evaluating how the Financial Services & Banking brand performed within each consumer segment, as well as in direct relation to their key competitors, enabled the Financial Services & Banking brand to understand their competitive positioning and make informed decisions for future ad and brand investments. This work was then shared across the Diverse Segments team to illuminate, and take action on, where the brand was winning and identify opportunities for growth.

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Collage Group Case Study | Cell

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Collage Group Case Study | Cell

INDUSTRY: TECHNOLOGY

GLOBAL CORPERATE REVENUE: $183 BILLION

Learn how the world’s leading brands are applying Collage Group’s cultural insights to drive authenticity in marketing that improves cultural resonance.

To demonstrate the company’s commitment to diversity, equity, and inclusion, a global brand of consumer electronic devices planned an integrated brand campaign for Pride Month. As an organization, their objective was to engage multicultural audiences authentically and sustain conversation with diverse consumers. The electronic devices company aimed to shine a light on intersectionality of the communities they seek to engage throughout the year, specifically Black trans women. They saw an opportunity in Pride Month to show up as a brand to support the LGBTQ+ community, going deeper than they had in previous years. This was a key moment for the electronic devices company to elevate the stories and truths of underrepresented communities and carry optimism and advocacy forward throughout the year.

CHALLENGE

A global brand of electronic devices sought insight into how to activate LGBTQ+ consumers, with a specific focus on Black trans women. The Marketing Lead wanted to link category preferences to key segment insights to develop a creative brief for their ad agency for a Pride Month Campaign.

SOLUTION

Using Collage Group’s proprietary CultureRate:Ad data on advertising performance and the Cultural Traits of LGBTQ+ consumers, the company clarified the story line for the creative brief that grounded product features and category specific interests in an appreciation of Cultural Traits and was able to link these to the traits of LGBTQ+ allies. The Marketing Lead rethought the brief in a way that significantly expanded the audience without losing focus on LGBTQ+.  

Tying Objectives to Insights

Collage Group provided the insight and guidance needed to reposition the creative brief to significantly expand its appeal to a larger audience without losing focus on the target segment.

Category-level detail asked for by the client served as a useful, practical starting point for connecting with specific demographics.

OBJECTIVE

More deeply understand LGBTQ+ preferences for consumer electronic device usage.

COLLAGE RESOURCES, DATA & TOOLS

Category Essentials-Media specific to LGBTQ+ consumers provided a range of insights into streaming consumption, social media behavior, and device usage.   

Connecting the Dots

But to connect the dots, Collage’s deep dive into cultural insights allowed brand leaders to interpret the category-level detail into broader strategy and application of the insights.

OBJECTIVES

Immerse in LGBTQ+ cultural experience.

COLLAGE RESOURCES, DATA & TOOLS

Webinars and in-depth Q&A presentations on LGBTQ+ Cultural Traits revealed crucial Cultural Traits that could clarify the storyline particularly on the importance of a highly diverse friend group and low levels of “rootedness” or family ties.

Evaluate the cultural resonance of recent brand and recent ads with LGBTQ+ consumers.

Webinars on understanding Culturally Fluent ads provided essential guidance on casting, stories, and authentic representation.

 

Detailed CultureRate evaluations of recent alcoholic beverage ads leading with Black trans women and registering high Cultural Fluency were used to build confidence in the potential for allyship appeal.

Lean into LGBTQ+ Passion Points that reveal where the segment’s culture comes to life.

Webinars and Presentations on LGBTQ+ Passion Points revealed specific activities including music and fashion preferences that would inform creative decision making.

Putting Insights Into Action

Relying on these insights, and SME support from Collage Group’s in-culture subject matter experts, the Marketing Lead was able to develop a much more powerful creative brief.

Instead of relying solely on insights into the preferences of the (very small albeit visible) segment of Black trans women,  the Marketing Lead was able to reframe the campaign around the much more lucrative combination of this segment and its allies. The following actions were taken:

    • Oriented messaging around Cosmopolitan and Self-Expression, key traits of both LGBTQ+ and Black consumers.
    • Associated electronic device usage with the nuances of specific Passion Points appealing to LGBTQ+ people, including fashion and music.
    • Better positioned the product’s innovative camera features important to photography of diverse friend groups and community members.

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Case Study By Industry | National Public Radio

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Case Study By Industry | National Public Radio

CHALLENGE

NPR was founded 50 years ago with the mission to create a more informed public – one challenged and invigorated by a deeper understanding and appreciation of events, ideas and cultures. This mission remains front and center, as NPR leadership recently challenged the organization to reach a new “North Star”: to diversify the NPR audience to reflect, serve and inspire America. With this focused purpose in mind, NPR’s audience insights team came to Collage Group to gain expertise quickly and in alignment across the enterprise.

SOLUTION

Collage Group partnered with NPR on a solution that would evaluate the perception of the brand among Multicultural consumers and identify key areas of growth opportunity. From there, NPR and Collage would dig deeper to unveil insights and define engagements to improve authentic engagement among key Multicultural segments.

Evaluation of the NPR brand on the CultureRate:Brand tool was one of the first steps taken by Collage Group to bring NPR closer to its goal of reflecting, serving and inspiring all Americans.

Fill out the form to ​watch our webinar, The “CultureRate” Brand and Ad Rating System: Five Lessons for Better Ads and Case Study featuring NPR.

NPR Webinar

CultureRate:Brand Evaluation

Through CultureRate:Brand, the NPR brand was evaluated on the Brand Cultural Fluency Quotient (B-CFQ), which measures how well brands are resonating with consumers. It assessed NPR along six key cultural dimensions: brand fit, relevance, memories, values, trust and advocacy. The B-CFQ Threshold then helped illuminate for NPR where they stood with diverse consumers.

“We were surprised and delighted to learn what we were doing well through the CultureRate report,” says Lori Kaplan, NPR’s Senior Director of Audience Insights. “The report also enabled us to dig deeper into the areas where we still had work to do. For us, this was specifically within the Hispanic and Black communities.”

Based on the B-CFQ, NPR performed well among relevance, trust, advocacy and values. The team was able to leverage this data–combined with an earlier CultureRate:Ad study that revealed existing creative was not resonating among Multicultural audiences–as a jumping point for commissioning an additional, qualitative research project. What followed was a study that unveiled how NPR could emerge as a “go to” media source across Multicultural consumer groups. Further, it helped them understand why they were falling behind within some Multicultural consumer segments.

RESULTS

NPR Mobile App exampleAs a result of the CultureRate:Brand evaluation and custom qualitative research study, NPR was able to answer a key question, “What do audiences want?”

“The research found that Multicultural audiences want to be heard,” says Kaplan. “They want to know that NPR is for them. And, they will see their experiences in our shows and content.”

To respond to this insight, NPR developed new ad creative concepts that Collage Group Subject Matter Experts (SMEs) evaluated for resonance among Multicultural audiences. The final product was the development of a podcast advertising campaign intended to appeal across Multicultural consumer segments with the tagline “More Voices. All Ears.” The campaign aims to illustrate listening, reflecting and sharing across communities and cultures. Further, it incorporates bolder, more inclusive, authentic messages.

After first launching the new campaign, NPR immediately found that the ad group is resonating among younger, diverse internal staff. At present, NPR is awaiting final confirmation of the cultural resonance of the ad campaign through a Collage Group CultureRate:Ad study, and has plans to continue to test, learn and refine the campaign based on the results.

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Key Consumer Insights on Black History Month

Key Consumer Insights on Black History Month

Learn how American consumers prepare for and celebrate Black History Month.

Holidays and occasions are focal points for many Americans. These events afford people the opportunity to express their cultural traditions and individual preferences through decorations, food and beverage, entertainment, and activities.

Fill out the form to view a sample from our research on consumer attitudes and behaviors around Black History Month.

Heritage months are also important for brands and organizations as they present an opportunity to deepen connection with consumer segments. Black History Month is one occasion brands need to understand to fully capture diverse America’s attention. Collage Group helps marketers and insights leaders connect around this occasion by providing insights that clarify the similarities and differences in how American consumers across diverse segments prepare for and experience Black History Month. These insights allow for more efficient and effective activations that capture greater mind and market share.

America’s leading brands leverage Collage Group’s research on Black Consumers to authentically engage and connect with their audience. Explore more tools that help you connect with this segment. 

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Essentials of Millennial Consumers

Essentials of Millennial Consumers

Want to better connect with Millennials? Read on for five things your brand needs to know to authentically connect with the Millennial generational cohort.

Collage Group’s Essentials of Millennial consumers explores three areas of our consumer fundamentals research: demographics, identity, and Cultural Traits. Read below for several key insights and then download the sample research deck to dive deeper into our Millennial Cultural Traits.

1. It is clear: Younger American generations are more diverse than older generations.

The country is projected to reach Majority Minority status (where the white population dips below 50%) in about 30 years, but that demographic shift is being driven by young Americans now. Gen Xers saw the biggest increase in diversity from older generations, but Millennials saw even larger levels of diversity. Millennial’s intrinsic diversity means also that they have higher expectations for brands to go beyond simple inclusive representation in their marketing efforts to demonstrate true cultural nuance and understanding.

2. Due to shifts in society, including financial constraints, Millennials have delayed many life milestones. When it comes to marriage, Millennials have waited much longer than older generations to tie the knot.

 Compared to older Boomers, Millennials are now getting married nearly eight years later in life. Millennial women who marry are doing so around 28 years old (compared to Boomer women at just 21 years old) and Millennial men tend to be nearly 31 years old (compared to Boomer men at 23 years old) when they walk down the aisle.

3. Millennials are more likely than all other generations to say that their racial/ethnic identities feel more important today than ever.

This is even higher than the more diverse Gen Z generation. Gen X Americans share this sentiment with Millennials making this issue less about old vs. young and more about generational context. Boomers may not be reflecting on race in the same way as other generations due to their limited internal diversity. Gen Z may be more focused on intersections of race, sexuality, age, and class bypassing more generic demographic categories like race. Millennials and Gen X are more diverse than Boomers and have experienced a major shifting in how society views and engages with race and ethnicity. The result is a generation more focused on their own racial/ethnic identities.

 Millennials score the highest of all generations in the Cultural Attributes of Adventurousness and Exceptionalism. Millennials also part ways with Gen Z by scoring significantly higher in Independence. Millennials’ Cultural Attributes highlight a generation that values new experiences, sees their worldview as unique, and are more likely than Gen Z to act independently from those around them.

5. Brands can better connect with Millennials by leveraging the cohort’s Group Traits.

Four key Group Traits for better engaging with Millennials include: Ambition, Go-with-the-Flow, Cosmopolitan, and Tuned-in. These traits can be used to create more authentic advertising, connect across cohorts through shared traits, and identify opportunities to better position your brand.

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Consumer Holidays Trends: Thanksgiving 2021

Consumer Holidays Trends: Thanksgiving 2021

How will Americans prepare for and celebrate Thanksgiving this year?

In a not-so-post-pandemic era, it’s essential for brands to keep an eye on the behaviors and attitudes surrounding special occasions. Insights from Collage Group’s Holidays & Occasions research enables you to communicate with your audience authentically and effectively. Fill out the form below to download a sample of the study. 

The mass majority of Americans celebrate Thanksgiving. In our most recent round of surveys fielded in May 2021, respondents gave us fascinating insights around the following topics: 

• What traditional and non-traditional foods get included in Thanksgiving celebrations

• How certain segments react to stress during the holidays 

• Which segment is most likely to have a “friendsgiving”

Collage Group helps marketers and insights leaders connect around this occasion by providing insights that clarify the similarities and differences in how American consumers across diverse segments prepare for and experience Thanksgiving. These insights allow for more efficient and effective activations that capture greater mind and market share.

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What Brands Need To Know About Hispanic Heritage Month 2021

What Brands Need To Know About Hispanic Heritage Month 2021

Learn how American consumers prepare for and celebrate Hispanic Heritage Month.

Holidays and occasions are focal points for many Americans. These events afford people the opportunity to express their cultural traditions and individual preferences through decorations, food and beverage, entertainment, and activities.

Heritage months are also important for brands and organizations as they present an opportunity to deepen connection with consumer segments. Hispanic Heritage Month is one occasion brands need to understand to fully capture diverse America’s attention.

Collage Group helps marketers and insights leaders connect around this occasion by providing insights that clarify the similarities and differences in how American consumers across diverse segments prepare for and experience Hispanic Heritage Month. These insights allow for more efficient and effective activations that capture greater mind and market share.

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Case Study By Industry | Automotive

Case Study By Industry | Automotive
Divisional U.S. Revenue: $800 Million
Global Corporate Revenue: $100 Billion

Insight in Action: Leveraging Cultural and Emotional Factors to Engage Black Consumers

Learn how the world’s leading brands are applying Collage Group’s cultural insights to drive enhancements in advertising that improve cultural resonance.

Challenge

The SUV division of a major global automotive OEM was struggling to activate higher-income Black consumers. The Director of Insights wanted category-specific attitude and purchase behavior data to weave a consumer-centric story and inform the creative brief for their ad agency.

Solution

Using Collage Group’s proprietary cultural intelligence platform, the automaker infused the creative brief with key insights on the Cultural Traits of the Black segment that linked to category specific behaviors and details. The Director developed a powerful brief that grounded high-value product attributes in “the why” of underlying cultural and emotional factors, enabling the agency to produce Culturally Fluent content.

TYING KEY OBJECTIVES TO INSIGHTS

Collage Group’s cultural intelligence proved critical to improving the brand’s advertising. Collage data and tools enabled the Director to ground category insights in an understanding of the cultural traits of the target consumer. Specific steps included:

Category-level detail is a useful, practical starting point for engaging key demographics.

OBJECTIVE

Anchor strategy on Black consumer preferences for specific vehicle features.

COLLAGE RESOURCES, DATA & TOOLS

Category Essentials-Automotive provided a range of useful insights into attitudes and product trade-offs, revealing unique preferences for engine performance, styling, entertainment features, GPS, and WiFi.

CONNECTING THE DOTS

Collage’s deep dive into cultural insights allowed brand leaders to interpret the category-level detail into a broader strategy and application of the insights.

Deep cultural insights allowed brand leaders to interpret category-level detail into a broader strategy and application.

OBJECTIVE

  1. Evaluate the cultural resonance the automotive brand and recent ads with Black consumers.

COLLAGE RESOURCES, DATA & TOOLS

CultureRate Analyses of the brand and recent ads revealed major weakness in brand appeal to Black consumers. These consumers were not attaching to the brand’s legacy appeal to Millennial and Gen X White consumers passionate about the great outdoors.

2. Map the geography of Black experience.

Custom Market Profiler identified the geographies associated with higher-income Black consumers.

These locations inform the selection of scenes more likely to be familiar to the Black segment

3. Immerse in Black cultural experience

Webinars and presentations on Black Cultural Traits helped build empathy toward the segment with the Director’s team including key execs.

The team applied these insights to formulate useful hypotheses about feature preferences.

4. Lean into Passion Points that reveal where how Black culture comes to life. 

Webinars and Presentations on Black Passion Points revealed specific activities including sports, travel and fashion preferences that would inform creative decision-making.

RESULT

Putting Insights Into Action

The Director was able to develop a powerful creative brief.

Instead of relying on a litany of disconnected insights into vehicle feature preferences of Black consumers, she developed a framework for a clean narrative with the following elements:

– Build messaging around Ambition and Self-Expression themes instead of Adventure and Freedom.
– Use sleek cityscapes instead of wild landscapes.
– Associate vehicle use with specific sports, like weight training, instead of outdoor adventure like hiking.
– Reframe “premium craftsmanship” as “style and luxury” to connect with the Self-Expression trait.
– Appropriate Americana in ways that clearly highlight the leadership and contribution of Black people to American history, per the Ambition trait, and to the brand.
– Cast Black Xennials (Gen Y/ Gen X) with multiculturally oriented friend groups, and drop empty nesters.

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Case Study By Industry | FinTech

Case Study By Industry | FinTech
Global Corporate Revenue: $7 Billion

Insight in Action: Improving Online Experiences to Win Hispanic Consumers

Learn how the world’s leading brands are applying Collage Group’s cultural insights to drive enhancements in the online financial experience that improve cultural resonance.

Challenge

Believing Hispanic consumers preferred in-person and in-language tax preparation and advice, an online tax preparation company’s Senior Marketing Manager was eager to deepen the company’s understanding of this rapidly growing consumer segment.

Solution

As part of Collage Group’s Work to manage the complex digital experience in financial services, the Manager provided strong hypotheses to inform the project scope. The Collage Group team synthesized these insights with other member inputs to evaluate the strength of the language hypothesis and place it in the context of new consumer insights on privacy concerns and institutional trust.

As a result of identifying areas of shared value across the data and insights among membership, the Manager was able to combine these insights with other Collage resources to enhance the product experience.

TYING KEY OBJECTIVES TO INSIGHTS

Collage Group provided information and insights critical to improving the consumer journey to better link highly tactical issues specific to tax preparation with broader group traits among Hispanic consumers. 

Collage Group insights improved the online customer experience by linking tax preparation issues to Hispanic group traits.
Category-level detail asked for by the client was a useful, practical starting point for connecting with specific demographics.

OBJECTIVE

More deeply understand Hispanic preferences for in-language and in-person tax advice.

COLLAGE RESOURCES, DATA & TOOLS

Syndicated cultural intelligence research on how to manage the complex digital experience in financial services provided the foundation for member hypothesis testing that could be connected to a larger understanding of Hispanic consumers.

CONNECTING THE DOTS

Collage’s deep dive into cultural insights allows brand leaders to interpret the category-level detail into broader strategy and application of the insights.

OBJECTIVE

Immerse in Hispanic cultural experience

COLLAGE RESOURCES, DATA & TOOLS

Webinars and presentations on Hispanic Cultural Traits revealed how the cultural traits of Warmth and being Tuned-In could serve as a roadmap. This helped enhance the company’s strategy to motivate changes in category-specific preferences in the context of understanding and engaging the overall segment.

RESULT

Putting Insights Into Action

Instead of being satisfied with shallow insights into the Hispanic segment that equated “in-person” and “in-language,” the Manager found that two factors could be leveraged to improve the Hispanic online experience, including: (a) a tendency to trust institutions more than other demographics, and (b) the fear of not making mistakes when preparing taxes in English.

To activate more effectively, the Manager integrated these category specific findings with Collage insights into the Group Traits of Hispanics, particularly the Warmth and being Tuned-In traits.

The Manager realized that Hispanic adoption of an online financial experience would depend on clearly showing that fully bilingual online representatives and audit support could reduce fear of making mistakes. Further, these offerings could be positioned at key phases of the product experience to drive upsell of audit services.

In addition, the Manager recognized that these services needed to be positioned in ways that appealed to the Warmth group trait, which aids in connecting respect for institutional authority with the desire for friendly interaction.

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Case Study By Industry | Wine & Spirits

Case Study By Industry | Wine & Spirits
Global Corporate Revenue: $5 Billion

Insight in Action: Establishing Brand Positioning by Engaging Black Cultural Traits

Learn how the world’s leading brands are applying Collage Group’s consumer insights to drive cultural resonance in advertising.

Challenge

The CMO of a major alcoholic beverage company tasked a team with surfacing the mega-trends shaping the multicultural audience. The CMO wanted the team to refine or rethink brand positioning for the entire portfolio of wine and spirits brands based on these insights.

Solution

Using Collage Group’s proprietary data into the cultural traits of Black consumers, the task force recognized that category-specific insights about the attitudes and behaviors of Black wine consumers did not conflict with those of its Black spirits consumers as long as those insights were grounded in an understanding of Black cultural traits overall.

TYING KEY OBJECTIVES TO INSIGHTS

Collage Group provided category-level detail to deepen appreciation for Black consumers across the entire portfolio of alcohol brands.

OBJECTIVE

Understand Black consumer attitudes to wine drinking and resolve why these differ from attitudes to spirits drinking.

COLLAGE RESOURCES, DATA & TOOLS

Category Essentials-Alcoholic Beverages revealed a range of distinct insights into Black consumer attitudes to wine drinking and, in particular, toward developing Connoisseurship and Expertise.

CONNECTING THE DOTS

To connect the dots, Collage’s deep dive into cultural insights allowed brand leaders to interpret the category-level detail into a broader strategy and application of the insights.

OBJECTIVE

  1. Immerse in the Black cultural experience.

COLLAGE RESOURCES, DATA & TOOLS

1. Webinars and presentations on Black Cultural Traits provided deep insight into the Realness, Self-Expression, Perseverance and Ambition traits that were used to inform how category-specific insights from spirits and wine could be unified.

2. Understand how Black consumers project influence.

2. Webinars and presentations on Cultural Influence outlined how the Cue-taking, Expertise and Trendsetting traits manifest differently across segments.

RESULT

With a deep understanding of Black Cultural Traits, the team was able to establish a foundation for understanding Black consumer wine attitudes and preferences.

PUTTING INSIGHTS IN ACTION

Armed with Collage Group insights, the multicultural task force team members found a way to unify seemingly disparate category consumption insights about Black consumers that had emerged separately from the wine and spirits divisions. The team was able to combine a deeper understanding of the Black cultural trait of Realness with the Black consumer orientation toward Expertise and Trendsetting to establish a foundation for understanding Black consumer wine attitudes and preferences. Furthermore, the team was able to see that these behaviors activated on different facets of the same underlying set of insights into Black consumers that informed Black spirit consumption.

As a result, the entire wine portfolio is now being positioned to activate Black consumers through connoisseurship, as distinct from how the spirits division activates Black consumers through a different set of group traits. 

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