Cultural Insights
We’re passionate about understanding culture, and its impact on human beings.
Research is often used to dissect and understand the past. We think it’s more interesting and useful to think about where things are heading. Our Cultural Insights team focuses on what’s next – analyzing trends, competitive environments, and branded communication to source new ideas and predict cultural movements before they become mainstream. Whether your job is to design a cutting-edge package for your product or create an innovation pipeline for your food brand, our Cultural Insights experts can provide the inspiration for that next masterful idea.
We specialize in:
- Cultural Landscapes + Category Deep Dives
- Expert Interviews
- Semiotics
- TrendScans
Our Cultural Insights Case Studies
Learn more about how our work has energized strategy for global brands, disruptive startups and everything in between.
Brand Strategy and Customer Segmentation Research for Jägermeister
The liquor category has changed quite a bit since Jägermeister launched more than 75 years ago. To keep growing, we used brand strategy and customer segmentation research to help reposition them to capture a new generation of drinkers.
Global Brand Strategy for Uber
We helped Uber build and refine their international brand strategy and remain a category disruptor using global market research.
Millennial Consumer Research for REI
We helped REI stay on top of the mountain with a playbook for earning and maintaining Millennial loyalty.
App Design Research for Visa
When Visa wanted to develop an app to help Millennial and Gen X cardholders manage their finances, we got the ball rolling.
Cultural Insights and the Power of Futureproofing Your Brand
Kelton's Whitney Dunlap-Fowler explores how marketers can use Cultural Insights to get ahead of emerging trends and solve critical business challenges.
Gen Z Research: the Art of Social Self Expression
New Gen Z research reveals social media tips & strategies your brand can leverage to reach this generation.
10 Trends: Millennial Retail
Ten key trends influencing the shopping behavior of America's largest generation.
Infusing Cultural Thinking Into Your Business Strategy
5 tips to help your organization get a handle on the ever-shifting cultural landscape.
4 Ways Trendscans Can up Your Communications Game in 2019
How PR pros are using Trendscans to get ahead of media trends and own the conversation.
How we tackle Cultural Insights work
No two projects or needs are alike. Kelton understands this and treats every project as an objective, one-of-a-kind enterprise, choosing methodologies that best serve each client’s distinctive goals.
Cultural Landscapes + Category Deep Dives
Get ahead of your competitors by anticipating trends – instead of reacting to them.
TrendScans
Identify the critical cultural shifts and lasting trends that will impact your brand tomorrow.
Cultural Landscapes + Category Deep Dives
Get ahead of your competitors by anticipating trends – instead of reacting to them.
Expert Interviews
Get valuable outside viewpoints to help illuminate the way forward.
Semiotics
Unlock the deeper cultural dialogue impacting your brand.
TrendScans
Identify the critical cultural shifts and lasting trends that will impact your brand tomorrow.
How We’re Different
The essence of the Kelton brand comes through best in the people who are on the front lines. We’re not just number crunchers; we are botanists and baseball fans, giggly animal lovers and homebrew geeks, and, yes– data heads, creatives and sociologists who choose the right tools, resources and experiences to meet each client challenge.
Practical Academics
We combine the rigor of academic approaches to semiotics and trend forecasting with the down-to-earth, practical application of business consulting.
Code Cracking
We dive deep to find meaning in imagery, logos and semiotics to articulate brand identity and expand market possibility.
Focused on What Matters
Our process for fact finding, analyzing and curating clearly defines what’s thought-provoking, own-able, and relevant to your business goals.
Global Perspective
Across 45 countries and 6 continents, we collect insights and ideas that inspire us and our clients– here, there and everywhere.
Practical Academics
We combine the rigor of academic approaches to semiotics and trend forecasting with the down-to-earth, practical application of business consulting.
Code Cracking
We dive deep to find meaning in imagery, logos and semiotics to articulate brand identity and expand market possibility.
Focused on What Matters
Our process for fact finding, analyzing and curating clearly defines what’s thought-provoking, own-able, and relevant to your business goals.
Global Perspective
Across 45 countries and 6 continents, we collect insights and ideas that inspire us and our clients– here, there and everywhere.