Culture Insight
Great, growth-generating brands are brands which enjoy fame.
Famous brands have excellent mental availability. Brands with great mental availability have a relevant and resonant place in the culture of the day.
So to understand fame, we must understand culture: the shared beliefs, conventions and ideologies of a society or sub-group; and how these are shifting in response to concrete forces – economic, demographic and technological.
When we grasp culture, we are better placed to make sense of how brands are working and how their fame might be nurtured. These are the reflexes that drive our Culture Insight. (And our analytical instincts when it comes to conventional consumer research too.)
Where consumer research listens to and observes consumers, Culture Insight interrogates texts and listens to experts and commentators; we research from the desk; we critically examine the brand and its manifestations, the codes of its category and the culture it lives in.
We have a constant eye on the big forces shaping culture: See Culture Morsels.