The method behind it all
One lens only shows half the picture. We employed a mixture of methodologies to uncover what truly matters.
Human drivers at the core
At the heart of our culture and trends work lies our Human Drivers Model, which identifies seven universal drivers that people seek to satisfy to achieve happiness and wellbeing. While their core remains unchanged, their manifestations are influenced by the macro environment.
Understanding these drivers in an evolving context enables us to ground insights in real human needs.
Meaning
Our reason for being.
Relationships
Our connection to others.
Achievement
Our drive to accomplish.
Engagement
Our experience of flow.
Positive emotions
Our expressions of pleasure.
Health
Our pursuit of improvement.
Security
Our sense of safety.