Helping brands grow in an ever-changing human landscape.
For over ten years, Human-ology has mastered quantifying the human within the consumer. As the world changes, we track shifts in values and emotions that shape human attitudes and behaviors. With precision, we identify current and future patterns to keep brands relevant and ready for growth.
It starts with a decade of quantifiable data on changing human priorities
With our proprietary Passion Points™ instrument that is grounded in Maslow’s theory, we have amassed a sizeable dataset on what matters (and what doesn’t) to people around the world.
100+ Emotional Priorities Tracked
8+ years Longitudinal Data
80,000+ Global Participants Annually
4 cohorts Adults | Parents | Teens | Kids
5 generations Boomers | Gen X | Millennials | Gen Z | Gen Alpha
10 markets Brazil | China | France | Germany | India | Japan | Mexico | South Korea | United Kingdom | United States
“Nobody else has such a rich dataset spanning over 10 plus years of how parents, kids, teens, and young adults are faring emotionally - globally. The nuances the team has been able to glean from peoples’ changing priorities sets the stage for my various teams that are engaged in product launches, marketing and future planning.”
A few of the changes we are seeing
American adult priorities around personal agency and safety are surging.
In tandem, this leads to new ways of seeking excitement and personal fulfillment.
Global teens are fiercely nesting instead of rebelling against authority.
We are already starting to see enormous implications for how they choose to spend their time and express themselves.
Gen Alpha is starting to refocus on just being a kid after years of being burdened with adult worries.
Yet they and their parents may find regaining lost innocence to be uniquely challenging.
“The way the team describes the data and what it means to business decisions is unlike any other vendor we work with. Because they have such a rich understanding of human needs and behavior and a deep understanding of various industries they are able to give us strategic pathways and directions that are highly actionable with examples that have worked well.”
Clients leverage us as a system to navigate the shifting human landscape
01 | Identify where humans are today to design towards priority needs at any point in time.
Target Understanding
02 | Surface near-term opportunity spaces to plot a clear and actionable course for growth.
Growth Opportunities
03 | Track how human priorities and needs are changing to seize new openings or spot future issues.
Tracking Change
Case Study
Human-ology helped Airbnb win with family vacationers by revealing parents’ search for a better balance between parenthood and personhood.
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Airbnb was seeking out compelling insights to inspire their next global campaign for family travel.
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The in-going perception was that family vacations were all about delighting the kids, but our Passion Points™ data uncovered that Parents’ fastest rising emotional priorities included a desire to care for themselves in addition to their children when traveling together.
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Our work at Human-ology helped inspire the campaign “Get Airbnb and get more space” which reframed Airbnb’s ability to delight the whole family by highlighting experiential benefits for all family members. CEO Brian Chesky called the campaign the company's “most successful” digital advertising campaign ever and has since been rolled out onto TV. As a result, in 2023, Airbnb saw topline growth of 18% without a significant increase in their marketing spend as percentage of total revenue.
Photo credit: New "Get an Airbnb" ad campaign screenshot. Airbnb
Our data is helping some of the world’s most relevant brands stay that way
Our services
Custom-built for our clients and designed to address a mix of needs and deliver value in multiple ways.
Custom Quantitative Projects to address critical business needs that drive relevance and growth
Human Perspectives Program on shifts in the human condition with significant industry or brand implications
Access to our full dataset via a custom dashboard with support from dedicated analysts
Explore a more human perspective
See our data in action as we explore how changing human priorities create opportunities for brands.
What Makes a Mega-star
June 2024
Beyonce and Taylor Swift have built highly successful brands through deep relationships with their fanbases. Uncovering what makes them so emotionally magnetic reveals a blueprint for how all brands can do the same.
Beyond the Rainbow
July 2024
The LGBTQ+ community continues to grow in population and spending power globally. Yet most brands still don’t pay enough attention to their unique needs and priorities, missing an enormous opportunity.
A New Climate Conversation
October 2024
Despite rising global temperatures, public interest in climate change has declined. Understanding the reasons behind this apathy is important for brands to explore in order to unlock actions for a sustainable future.
“They are amazing business partners with the only research tool I know of that lets our brands reliably understand the human dimension of our consumers, drive empathy across our organization, and work through the best paths to grow our business in a consumer-centric way.”
Meet some of the Human-ology Team
“Interpersonally they are delightful. The team always accommodates my requests when they can, listen to my feedback, respond to my questions and do it with a great sense of humor and generosity of spirit.”
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![Human-ology George Carey]()
George Carey
FOUNDER & CEO
Every morning, I am in awe of the impermanence of the human condition and exhilarated to help build these new realities into our clients’ brand stories. It is only when we stop assuming and begin to understand one another as people that empathy and brands grow.
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![Human-ology Melanie Seaborn]()
Melanie Seaborn
PRESIDENT
I'm captivated by what lies inside humans and aiding clients in understanding them profoundly. It is like unearthing hidden gems, akin to discovering the charm of my old house with surprises like a (formerly) wrap-around porch; now my favorite spot in warm weather.
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![Human-ology Philip Kurien]()
Philip Kurien
CHIEF STRATEGY OFFICER
Growing up listening to my father’s stories about all the different kinds of people he met as we moved across Africa was fascinating. It was a poor replacement for television, but it ultimately sparked an interest in going out there and uncovering those stories for myself.
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![Human-ology Nico Turk]()
Nico Turk
SENIOR STRATEGIST
I’m a natural connector and a big believer in the power of relationships to make us feel more grounded, energized, and aware. It is amazing how fifteen minutes with our data can make it feel like you’ve been sitting across the table with someone for hours.
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![Human-ology Aidan Borer]()
Aidan Borer
HUMAN INSIGHTS DIRECTOR
As someone whose favorite question is “why?” I love wading into the emotional undercurrents of what really drives people. When I’m not surfacing those insights for clients, I’m playing with my dog Pistachio, binging a podcast, or searching for the perfect avocado toast.
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![Human-ology Lisa Wilson]()
Lisa Wilson
SENIOR STRATEGIST
Unraveling human intricacies to keep brands emotionally in sync with their audiences is what drives me to continue to pursue new truths as we move forward, all while ensuring our clients are delighted with the outcomes. I love crafting experiences that endure.
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![Human-ology Megan Meany]()
Megan Meany
SENIOR STRATEGIST
A lifelong love of learning led me into the field of insights, propelled me through business school, and brought me to my current position, where my job is to be curious. This love now drives me to help clients by shedding light on changes we see in the world.
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![Katherine McManus]()
Katherine McManus
STRATEGIST
I’m passionate about exploring diverse perspectives and developing thoughtful strategies that align with core objectives, fostering authentic connections and delivering impactful solutions — because true progress starts with genuine understanding.
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![Human-ology Dawson Weber]()
Dawson Weber
SENIOR ANALYTICS DIRECTOR
Data forms the foundation of all reasoning, so it is incredibly satisfying to help bring objectivity to the nuanced emotions of humans. It’s enlightening to see how the priorities of everyday people are shifting in response to the ever-changing world around them.
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![Human-ology Kerri Pedersen]()
Kerri Pedersen
LEAD GRAPHIC DESIGNER
Being a part of the attention to detail that goes into market research to get it from field to front and center is thrilling. We unveil the changing day-to-day lives of people, turning strangers into something more. Who needs reality TV when the world is unfolding before you like this?
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![Human-ology Shikha Warnick]()
Shikha Warnick
HEAD OF OPERATIONS
With a background in neuroscience, I’m fascinated by the intricacies of human behavior and how understanding it can drive meaningful change. Outside of work, I’m a mom of energetic young boys and a dog who test my operational skills - and keep me smiling every day.
