Explore how different segments view brands on the Brand-Cultural Fluency Quotient (B-CFQ).* Identify any brand in the database and compare it to the top ten brands on B-CFQ or Awareness, in any category.
View the CFQ Threshold and Cultural Reach scores by moving the toggle to the right.
Brands with the green circle are the highest ranked by CFQ
Brands with the red circle are the lowest ranked by CFQ
The vertical grey bar notes the highest and lowest ranking brands across all categories for that demographic
The horizontal blue bar represents the CFQ Threshold. If a brand is above line, it is doing well on cultural resonance. If a brand is below this line, it needs to improve cultural resonance. View the threshold by moving the toggle to the right.
The dots with the colored outlines are brand you’re exploring based on your selections. If you mouse over the dot you will see the name of the brand and its B-CFQ score.
*The Brand-Cultural Fluency Quotient incorporates six component scores measuring Personal Relevance, Trust, Brand Advocacy, Memories, Shared Values and Product Fit. These components were selected in an analysis of 20 possible factors in numerous combinations. We selected the set that reflected the optimal balance of factors that could be considered cultural and which collectively best predict increased purchase intent and brand favorability.
I had the pleasure of taking part in one of our recent in-house studies, which took a look at over 250 iconic brands. In the end, we were able to objectively identify the top 10 brands for Hispanic consumers.
In 2022, increasing polarization on social issues revealed that America’s cultural divisions are likely here to stay.
Here’s an overview of the new consumer insights reports we’re releasing in Q4 2022 and beyond that you’re missing out on.
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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.
