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Cultural insight & strategy

Cultural insights that ensures you win at change

Cultural insight & strategy

Unpick the underlying forces that shape how people think, feel and act

Brands are inherently embedded in culture. By deeply understanding their cultural context, we help brands anticipate cultural shifts, fostering sustainable growth, increased brand health, and a competitive edge

Our in-house team of researchers, strategists, copywriters, trend forecasters, semioticians, graphic designers and film makers translate insights into stories that help create long term cultural relevance.

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Cultural research & strategic trends clients​

Case study

Twitter

Tracking culture, human coding, machine learning, semiotics, trends analysis

Case study

NFL

Hanging with the fans. Defining how fan festivals drive appeal

Case study

Global confectionery brand

Harnessing the power of AI to reveal new cultural shifts

Case study

Get Living

Designing happy homes and caring communities

Strategic growth - driven by cultural insights

We help you...

Break into new territories, growing existing market share and plan your next strategic move.

By immersing ourselves in the worlds you seek to conquer, we gather the cultural details that can sculpt your brand’s future.

Update & align brand position

Define and position your brand to connect and resonate with consumers.

Review & enhance communication

Know your audience deeply, build empathy and communicate effectively.

Innovate & develop new offerings

Develop convention-shifting new products to fulfil customer needs before they recognise them.

Enhance customer experiences

Map buyer journeys, identify optimal points of engagement, and deliver exceptional experiences.

Understanding how culture evolves so you can make change your opportunity​

Culture is vast and complex. It shapes our identities and drives our choices.  To capitalise on a market opportunity, you need to understand what drives your buyers. Whether it’s long-held traditions, or the latest fad, can you adapt appropriately?

Values, beliefs and traditions – they move and change slowly, influencing your long-term future planning. But can you evolve accordingly and conquer new territory? Is it time to rethink your long-term cultural impact?

Fads, fashions, and pop culture come and go quickly, often shaping tactical objectives like marketing campaigns and activations. But can you set the trends instead of constantly chasing them?

Collecting cultural insights through specialist research methodologies

With a range of tools at our fingertips, we gather a diverse data set that paints a panoramic picture of your target culture – its values, how it’s changing, and the opportunities it presents.

Extensive desk research

Supported by AI, we examine existing data to gain a broad appreciation of the culture you seek to understand. From surveys through to industry reports, we unlock insights at scale.

Immersive research

Through immersive, ethnographic and new wave quantitative methods, we capture authenticity, nuance and lived realities.

Semiotics

By decoding clues from culture, we identify emerging codes within a category or across culture more broadly, to understand how consumers interpret and respond to brands.

Forecasting

Blending cultural analysis with AI enabled analysis of unstructured social data, we pinpoint the trajectory of change.

KIN global network

Our global network of academics, experts and thought leaders sit on the ‘cultural frontline’, helping us to  identify ‘what’s next’. 

Creative studio

Using graphic design, film making and editorial, we translate data into powerful narratives that amplify impact.

Our methodology for delivering cultural insights

We work with you to establish the scope of work and desired, ensuring that we start with the end in mind.  

We explore the broader context that your brand exists in through both a cultural & category lens, identifying the emerging ‘signals’ that present opportunity.

Diving deep into your audience communities, we illuminate new insight through a range of immersive, ethnographic & innovative quantitative methods.

Through collaborative workshopping, we distill insights and shape a compelling narrative that helps to give context to the challenge, and illuminate the way forward.

We translate insight into stories using film making, design and editorial to build stakeholder empathy and amplify the impact of the work.

Let's start talking

El Pigram

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Let us know how we can help you win at change.

A bit more about us

Blog

Maximising brand potential to guide business growth

Blog

Preparing for change needs a jazz musician’s mentality

We help you understand

Shape your future – where is your future headed and what influences that direction 

Define your difference – what helps you win?

Identify your audience – who are they and what do they expect? 

Galvanise the business – how do you inspire action?

Discover fresh ideas and perspectives

Blog

Lessons in strategy from board games

Case Study

Air Wick

Demystifying consumer motivations and building a cohesive product portfolio