'The future has already happened; it's just that it isn't very well distributed.'
William Gibson

Our patented cultural triangulation process allows us to accurately measure consumer change and to gauge where your brand sits in relation to these shifts. Just as when reading a map, three references must be taken – triangulated – in order to determine the fourth coordinate, the point in the future where you need to place your brand, product or service to take advantage of these new and emerging market movements.

The three triangulating factors are:

Interrogation: quantitative and qualitative snapshots of key consumers and consumer insight panels to ‘capture’ new and emerging consumer thinking.

Observation: ethnographic and interrogative studies of target groups that reveal the new and emerging needs of these groups.

Intuition: insight and orientation panels, underpinned with expert interviews via our global networks, to identify future developments in new and emerging tastes.

The combination of these three elements gives us an informed, insightful and inspired understanding of how the terrain ahead is likely to look. We then carry out extensive quantitative local, national and pan-European surveys to determine the level at which consumers may be buying into these trends. This allows us to create an ‘arc of opportunity’ along which we can map the time it will take for a particular trend to bubble up into the mainstream.

Armed with this information, some clients may want to revamp their brand in a more strategic and market-ready way; others may choose to visualise and decode new consumer typologies and market opportunities that are more product- and service-specific.