Consumer Lifestyle & Culture

Enabling consumer lifestyle brands to connect with consumers by providing products, services and experiences that enrich their lives.

Human-Centric Insights to Inform & Guide Strategy

Consumers have more choice than ever, and growing economic headwinds are making many more discriminating in their choices. It is increasingly challenging for brands to break through, reach new markets, and build loyalty – especially in discretionary spending categories.

We help clients determine how to attract, motivate, and connect with current and prospective customers and audiences in ways that are meaningful, relevant, engaging, and resonant – by appealing to what matters.

Leveraging over 50 years of Social Values research asking people about their deep values and beliefs, we get to the heart of what motivates consumers and help our clients harness those insights to engage with their audiences and drive growth.

Our teams work with leading brands and organizations in the following sectors:

Arts, Culture, & Entertainment
Consumer Products & Services
Retail & Commerce
Travel, Tourism & Hospitality

New Tech & Innovations
Fashion & Apparel
Food & Beverage
Health & Beauty

Premium & Luxury
Household & Pets
Real Estate & Communities
Automotive & Mobility

Consumer Lifestyle and Culture Research

We work with consumer lifestyle brands to build winning strategies, rooted in human insight.

Brand Building & Measurement

Journey & Experience Mapping

Segmentation & Personification

Concept & Message Testing

Online Intelligence & Social Listening

User / Customer Experience (UX / CX)

Thought Leadership

Ideation & Creative Problem Solving

Product & Service Innovation

Agile Research Sprints & Workshops

Understanding and Segmenting Consumers

To compete effectively, brands need to understand their customers deeply – to know what they’re seeking in specific categories, and how their choices connect to their underlying worldviews and motivations. Our Social Values-based analysis helps firms gain rich insight into current and prospective customers. We work collaboratively with you to segment and target your key customer groups, and bring these groups to life through personification exercises. For close to two decades, we’ve helped major brands uncover – and speak directly to – the desires and priorities that drive their customers’ choices.

Segmentation Solutions

Strengthening Brand Loyalty with Consumers

The consumer landscape has changed dramatically, especially with respect to online commerce. In this context, a healthy and differentiated brand is a vital asset, helping firms defend against substitution and disruptive new entrants. Our Brand Health framework is a proven tool for monitoring and building the strength of your brand. Combined with our deep, Social Values-based understanding of what matters to consumers, the Brand Health framework can help you identify threats and guide marketing and communications efforts, all with a view to protecting and enhancing your market position.

Brand Health & Strategy

Mapping Customer Journeys

We work with clients to understand the path to purchase. Mapping the entire customer journey, we surface the goals, challenges, emotions and pain points consumers experience at every stage of the process. Next, we help to inform contextually appropriate tools and messaging – and even new offerings – that deepen engagement and help you realize the full potential of your relationships. In addition to streamlining the customer journey and enhancing communications, we uncover barriers to purchase and how they operate, helping to unlock business you may not know you’re missing out on.

Customer Journey Research