Culture structures the way in which we interpret the world. It shapes how we are expected, even allowed, to think and behave

Brands are part of a larger cultural ecosystem.

The better the understanding of the culture that the brand inhabits, the more powerful the resonance of the brand.

We believe that only by combining rigorous consumer research with a deep understanding of the cultural context can we a paint a rich and holistic picture of the consumer and the tension points that allow a brand to be meaningful