Communities

Profiling values-driven consumer groups and uncovering influential subsets of consumer behaviour.

No-Mos, Mo-Mos and Fu-Mos

Communities

No-Mos, Mo-Mos and Fu-Mos

From women who are hands-off parents and those who use science to delay motherhood, to those who decide they never want to have kids at all, women’...

Motherhood : Mo-Mo : No-Mo

Communities

Re-con Man

Being a man used to be simple. You put food on the table, a roof over your head, and clothes on your children’s backs. Now at the start of the ‘fem...

Retail : Terroll Lewis : Luigi Lunihank

Communities

Dads 2.0

Until now, the stereotypical modern dad had been defined as someone who helps out at bedtime, changes the occasional nappy and even does the school...

Fatherhood : Joel Higgs : Oskar Skatt

Generation I: Tribe

Communities

Generation I: Tribe

Born after 2002, the successors to Generation D expect all experiences to be interactive, immersive, and above all, intuitive. The fluency of the...

Communities

Lagonistas

The trendsetters most likely to influence people and brands around the world are the fashionistas in Lagos. Or, as we call them, the Lagonistas.

Louis Vuitton : ARISE : Victoria Island

Communities

Social Singles

Being alone has never felt less lonely. With more ways than ever to connect online, laptops, smartphones and tablets have become the only tools you...

Last-minute : Self-employed : Living

China’s New Emerging Affluents

Communities

China’s New Emerging Affluents

Ambitious and hard-working, China’s New Emerging Affluents (NEAs) want lifestyles to match their new, higher salaries. They want the latest technol...

BMW Mercedes : Migration : Microblogging

Delhi Revivalists

Communities

Delhi Revivalists

A creative mela, or festival, is taking off in New Delhi’s Hauz Khaz Village. Alternative designers, fashionistas and foodies are putting their own...

Food : Tea Room Traditionalist : Typo-Preservist

Rest of World NEA

Communities

Rest of World NEA

From the slums of Mumbai to the affluent Mexican city of San Luis Potosí, the New Emerging Affluents (NEAs) are aspiring consumers eager ...

China : Unilver : Billion

Brazil’s New Emerging Affluents

Communities

Brazil’s New Emerging Affluents

Hard-working, fun-loving, mall-shopping and quality-conscious, Brazil’s New Emerging Affluents are getting the most out of their economy’...

Brazil : São Paulo : Facebook

Communities

InPatients

Looking after your health used to mean sporadic trips to the doctor, then taking medicine if you became ill. Now a more sophisticated approach to w...

Tracking : MedMinder : Outpatient

Communities

New Bikers

Motorcycles are no longer just for suburban roughnecks. There is a new breed of urban gentlemen kick-starting a different sort of engine. They opt ...

Architecture Australia : Rockers : Gentlemen Motorbike Coalition

Communities

Netstalgics

We’ve been immersed in the internet for so long that we have developed a sense of nostalgia for how it used to look. Early visions of the world wid...

Internet : 90s : Social Networks

Communities

DIY Foodies

Raised on a healthy diet of openness, experimentation and information-sharing on the internet, DIY Foodies are bringing home the bacon.

Food : Cookery School : Trucks

Emerging Luxury Millennials

Communities

Emerging Luxury Millennials

Well-travelled, online and obsessed with good service, the New Luxury Millennials (NLMs) from China, India and Brazil are the next big spenders. Wi...

Heritage : Home : Social Networks

The Turtleneck Club

Communities

The Turtleneck Club

There was a time when turtleneck jumpers meant 1970s kitsch and Roger Moore as James Bond. Not any more. As more men embrace a classic sense of sty...

The Turtleneck Club : Ron Zacapa 23 Rum : Herradura

Communities

Self-Quants

Inspired by how useful data can be in measuring, monitoring and reducing the amount of energy we use and how much money we spend, a few digital pio...

Nike : Matthew Miller : Up

Communities

The Just Nots

They pay their taxes and they work hard, but millions today are just not making ends meet, just not making it on the housing ladder and just not ge...

Food : Consumption : Status

New Luxury Millennials

Communities

New Luxury Millennials

Drinking at The Connaught hotel in London one night, dining at Pershing Hall hotel in Paris the next, and having a business brunch at The Lydmar Ho...

Food : Affluent : Bob Bob Ricard

Communities

Yama girls

Seeking solace and a spiritual break from their always-on city lives, a new generation of Japanese women are hitching up their high-fashion mountai...

Nike : Marmot : Hunter

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