Collage Launches Parents & Kids Intell Program

In the US, cultural intelligence specialist Collage Group has launched a syndicated 'Parents & Kids Cultural Intelligence Program', to provide brands with the insights they need to engage with parents and kids across race and ethnicity.

In addition to race and ethnicity, Collage Group develops consumer insights across generation, sexual identity and gender, with a focus on high-growth consumer segments. The firm's new program has been created with input from nearly a dozen of the firm's 'member brands', and has been designed to uncover how culture impacts the roles that parents play in their children's lives.

Insights will include details about the parenting style(s) they embrace, the values they prioritize instilling in their children, and how they deal with the impact on kids of the changing media landscape. In addition, the program will aim to dig deeper into how the culture, age and gender of the child impacts parental attitudes and behavior, such as how parents respond to their children's preferences and desires, and select products and services for them.

Chief Product Officer David Evans (pictured), who oversees the company's syndicated research teams, comments: 'Collage Group is committed to generating insight into every aspect of the cultural transformation of the American consumer, and this year we extend that commitment to understanding the impact on parents and kids. Many brands have told us that there is a significant gap in their understanding of the intersection of culture and parenting styles, and how that informs critical steps in the parent-child path to purchase. We are excited to fill that void'.

Web site: www.collagegroup.com .