Helping brands grow in an ever-changing human landscape.
For over ten years, we've 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
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 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 so they can spot declining relevance and get guidance on how to evolve.
Future Relevance
Case Study
We 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 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 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
“They are amazing business partners with the only research tool I know of that 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.”