CultureRate:Brand measures brand performance using our proprietary metric, the Brand Cultural Fluency Quotient (B-CFQ). Our deep oversample of diverse Americans offers brand leaders rich insights into how consumers experience their brand(s) across race and ethnicity, sexuality and gender.
Brand leaders use CultureRate:Brand and CultureRate:Ad to build Cultural Fluency–the organizational ability to use culture to efficiently and effectively connect across consumer segments.
CultureRate surveys are measuring brands and ads continuously with a focus on the New Wave of Americans (18-40), the generation setting the pace for brand growth. Growing annually by more than 200,000 responses or 30 million unique datapoints, the CultureRate database is the largest of its kind.
CultureRate:Brand relies on 10+ years of research and expertise in the survey design methods needed to understand diverse America. Built in partnership with more than 200 Collage Group brands across 10 major sectors, CultureRate:Brand allows you to:
Benchmark how effectively your brand(s) connect with diverse consumers, compared to your competitors.
Dive deep to understand the gaps you must address to improve brand favorability.
Understand authentic engagement and touch hearts and minds across culture.
Capture halo effects that enable brands targeting one segment to been seen favorably across all segments.
Consistently measure brand rank and iterate on brand positioning that improves cultural resonance.
CultureRate:Brand data analyses convincingly reveal that culturally fluent brand positioning can and will resonate across broader audiences if done in an authentic, relatable way.
Winning brand leaders now understand that a culturally fluent brand can leverage powerful halo effects that can reach the total market without compromising segment-specific nuance. Use CultureRate to take control of your brand favorability and positioning and learn how to build cultural resonance across all segments.
CultureRate:Brand data is available across the following 14 industries and demographic groups.
Alcoholic Beverages
Apparel
Automotive
Financial Services
Food / QSR
Health Care
Home Care
Media
Non-Alcoholic Beverages
Personal Care
Retail
Technology
Telecom
Travel
To help brands connect the dots to existing testing methods, CultureRate:Brand explores the correlations among conventionally defined brand features and the Brand-Cultural Fluency Quotient. We help clients cast new light into the required performance of these features, as well as how important they are to creating a culturally resonant brand.
The Brand Cultural Fluency Quotient (B-CFQ) at the core of CultureRate:Brand measures six factors that matter most to driving the cultural fluency of your brand:
Product Fit
Personal Relevance
Memories
Brand Advocacy
Shared Values
Trust
These factors are intended to explore experiences felt by survey respondents that reflect their cultural perspective. Taking this a step further, the Brand Performance Matrix is a compound metric to show the relationship between the various factors. This illustrates how the six factors relate to one another and gives you another way to identify the segments where you are performing well, and where there is room for improvement.
Growth requires cultural fluency, the ability to use culture to efficiently and effectively connect across consumer segments.
CultureRate is generating 30+ million datapoints annually, with nearly one million consumer responses collected since 2018.
We reference the largest database of culturally focused consumer response to brands and ads growing at an annual rate of 100-120 brands, 50,000 of responses or 9 million datapoints.
CultureRate:Brand helps marketers transcend the tradeoff between wide and deep appeal.
Brand strategies are traditionally caught in a trade-off between brand favorability approaches targeting specific demographic segments vs. approaches that improve brand positioning among the general market. We help you transcend this trade-off. Leveraging CultureRate:Brand, our brand health methodology, we reveal the underlying factors that matter most to deepening cultural resonance in general market strategies while increasing returns on investment in specific demographics.
Monthly CultureRate:Brand studies identify brands that resonate with the “New Wave,” consumers aged 18 to 40.
New Wavers grew up with far more diverse peers than any generation in American history. They look to brands to represent the diversity of their daily lives in ads. CultureRate:Brand studies examine how brands within specific categories or industries rank on B-CFQ for each segment in the New Wave. Members can see how well brands rank on B-CFQ by race and ethnicity, LGBTQ+ status, gender, and by Hispanic acculturation. Learn more about how Collage Group has helped brands improve cultural fluency with CultureRate in our case study.
Access a complementary brand rank report as part of membership to our Cultural Intelligence Platforms.
As part of our consumer research platforms, each member receives one CultureRate:Brand brand rank report. In our twice monthly reports and frequent members-only content releases we share category-specific brand positioning reports, which include member brand submissions.
These reports review how each brand ranks on B-CFQ, as well as other conventional performance metrics, such as impact on purchase intent and viewer willingness to share. Most powerfully, individual reports include detailed component scores, enabling clients to diagnose critical root causes by demographic. Explore our CultureRate:Brand and Ad ranking reports.
CultureRate is a benchmark from which to build cultural fluency and iterate over time.
Establish a starting point that allows for cultural fluency accountability–based on your score, we identify opportunities where you can improve, set timelines and goals for measurement, and tell the story of how and where you are improving cultural resonance over time.
CultureRate is complemented by our Cultural Traits system, a rigorously proven method for measuring cultural variation. CultureRate and Culture Traits provide a powerful one-two punch: CultureRate enables insights and marketing professionals to discover critical improvement opportunities in brand and ad performance that they can address by applying insights derived from Cultural Traits analyses.
CultureRate:Brand & Ad, Cultural Traits and much more are embedded as part of our consumer research platforms, and available to all members.
Use CultureRate:Brand Health Engagements to augment standard brand health tools with deep cultural insights by demographic.
Our CultureRate:Brand methodology is applied on a custom basis to evaluate full portfolios of brands and to identify opportunities to optimize brand positioning across the entire enterprise. Custom CultureRate:Brand studies combine with size-of-prize analysis to reveal not only the business opportunity from engaging multicultural consumers, but also the cultural fluency of the portfolio.
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.
More than 250 of America’s top brands have access to the deep cultural insights needed to engage America’s diverse consumers. Do you?
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).
