Case Study: U.S. Food Brand uncovers multicultural growth opportunities with Collage Group

U.S. Food Brand reaches multicultural consumers with Collage Group’s 26B+ data points

A prominent U.S. food brand was facing a challenge where its carefully curated positioning strategy for a multicultural segment was not resonating in the marketplace, and competitors were stealing market share. They needed to go beyond surface-level research to capture what consumers weren't telling them. To address this, they partnered with Collage Group and leveraged its syndicated database and custom solutions services.

Collage Group implemented a multi-phase solution, utilizing its extensive database to illuminate consumer attitudes before conducting qualitative interviews and observational research. This approach brought the consumer's relationship with the category to life. Findings were then vetted through a quantitative survey. The results revealed that the brand's theoretical positioning overlooked how these multicultural consumers actually used the product, allowing Collage Group to help the company successfully reposition itself to connect with this key segment.