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

7+ years Longitudinal Data by quarter

80,000+ Global Participants annually

4 cohorts Adults | Parents | Teens | Kids

4 generations Gen X | Millennials | Gen Z | Gen Alpha

Human-ology Quantifiable Passion Points Data

“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.”

— Sr. Director of Insights, Google

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.”

— Sr. Director of Insights, Google

Clients leverage us as a system to navigate the shifting human landscape

01 | Identify where humans are today so they can design towards priority needs at any point in time.

Target Understanding

02 | Surface near-term opportunity spaces so they can plot a clear and actionable course for growth.

Growth Opportunities

03 | Act as an early warning system to spot declining relevance and get guidance on how to evolve.

Future Relevance

Case Study

Human-ology helped Airbnb win with family vacationers by revealing parents’ search for a better balance between parenthood and personhood.

Airbnb was seeking out compelling insights to inspire their next global campaign for family travel.
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.
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

What’s included in a subscription

Direct Access to our full dataset via a custom dashboard with support from dedicated analysts

Quarterly Pulse Reports on shifts in the human condition with significant category or brand implications

Custom Quantitative Projects to address critical business needs that drive relevance and growth

Check out our latest thinking

Download the Human-ology reports to see our data in action as we explore how changes in the world reflect changes in us as people, and what opportunities that creates for brands.

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.

Beyond the Rainbow

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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.

What Makes a Mega-star

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“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.”

— Group Insights Director, PepsiCo

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.”

— Group Insights Senior Director, Frito Lay

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.
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.
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.
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.
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.
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.
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.
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.
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?
Deb Keating

OFFICE MANAGER
Being an identical twin is incredible, but it has also given me experience of others thinking you’re identical in every way. Consumers face this same dilemma when clients don’t take the time to understand them on a deeper level and we are the ones who can help them do it!