What matters most to American consumers across generational segments? Collage Group’s latest study reveals their preferences towards movies, food, music and travel.
Learn about our 2020 research agenda and how access to our syndicated research platform can help your brand connect with the New Wave.
The New Wave is also more likely to engage in word-of-mouth—both online and offline! This is good news for brands—it means you don’t have to work as hard to get these people sharing. The challenge, of course, is making sure that when they share it’s about your brand, and that sentiment is positive.
Our 2019 Roundtable research provides two steps to keep you top-of-mind and at the center of discussion.
- The first step is to quantify influence so you can identify the most influential segments in the new wave. We employ two methods to help you quantify influence and identify segments to target. The first uses factor analysis to identify the segments most likely to exhibit attitudes and behaviors related to word-of-mouth. The second uses an ego-based social network analysis to understand how far influence is likely to spread given the makeup of each segment’s social networks.
- The second step is to activate the New wave to share. We provide two tactics to help you amplify word of mouth in the most influential New Wave segments and three tactics to drive word-of-mouth across all New Wavers.
Download the attached PowerPoint deck for insights and executional examples to help you harness the influence power of the New Wave.
If you are interested in joining peer-to-peer calls with non-competitive members to share insights and discuss strategies to manage this issue, exploring custom qualitative or quantitative research for your brand or category, or having an initial conversation with our consulting team about methods to deal with this topic, please fill out the form below.
Read more about the new wave
One in five Americans are part of this generation and it is the second largest: at 75.6 million people, Gen Z is only slightly smaller than the Millennial generation at 75.8 million. Read on the learn why these younger consumers, now 8-to-23 years old, are highly invested in their beliefs and passions, and orient toward inclusion and diversity not seen in older generations.
Want to better connect with Gen Z? Read on for 5 takeaways and a presentation centered on enhancing your brand’s ability to authentically connect with the Gen Z generational cohort.
Our newly updated Millennial Cultural Traits provides powerful new insights into America’s largest generation and one of its most diverse.