These data-driven tools provide measures of cultural variation that reveal insights into the similarities and differences across consumer segments. Collage Group members use these tools to build more efficient general market campaigns, as well as more effective dedicated activations. Cultural Traits are divided into two complementary methodologies.
It consists of six culturally relevant personality characteristics we identified and validated through an iterative process involving multiple large sample surveys and factor analysis.
The tool consists of eighteen Likert-scale questions that score individual consumers along the six characteristics of Rootedness, Adventurousness, Exceptionalism, Anxiety, Independence, and Compliance.
You can examine and use Cultural Attribute profiles across our key demographic segments as a part of membership. Additionally, you can include the eighteen-question battery in Custom projects for targeted analysis.
Our Group Trait tool offers a more detailed and nuanced look at cultural variation by “zooming in” on the way that cultural attributes are expressed within each segment.
It consists of a set of specific, culturally relevant characteristics we identified through subject-matter expertise and quantitative analysis. Unlike the Cultural Attribute tool, which is set at six dimensions, our set of Group Traits continues to grow as we identify and test new expressions of cultural variation. You can examine and incorporate the insights following from each segment’s core Group Traits as part of membership.
Additionally, you can scope out a Custom engagement applying our rigorous methodology for identifying the presence of Group Traits for the consumer segments of your choosing.
Collage Group’s presentation, Drive Brand Relevance with Black Consumer Essentials, explores three areas of our consumer fundamentals research: demographics and economic opportunity, identity, and Group Traits.
Learn how Multicultural Americans engage with Media, including social media, movies, TV shows, music, reading, and podcasts.
Learn how Asian American consumers engage with Passion Points, including food, travel, sports and fitness, fashion, games, and home and garden.
Our Gen Z Cultural Traits research provides powerful new insights into America’s youngest and still-emerging consumer demographic.
Build trust with LGBTQ+ consumers by demonstrating a nuanced understanding of their general health and wellness perceptions, barriers that prevent them from achieving their best health, and the support and improvements that they need.
Our newly updated Millennial Cultural Traits provides powerful new insights into America’s largest generation and one of its most diverse.
Where To Find Us
4550 Montgomery Avenue
Bethesda, Maryland, 20814
(240) 482-8260
Collage Group is a certified Minority Business Enterprise (MBE) by the National Minority Supplier Development Council (NMSDC).
Engage & Celebrate Women: A Conversation About Gender Equity
Representation alone is not enough to prove that your brand cares about their identity. Has your brand evolved to effectively understand and engage the modern American woman?
Women’s History Month, March 2023, is an opportunity for brands to celebrate women, and refocus year-round efforts to effectively connect. In commemoration of Women’s History Month, we invite you to join Collage Group and diversity, marketing and research leaders for a conversation on how to support women and advance gender equality.
