Successful brands must be culturally relevant

Brands are unifying platforms for business operations and policies. And an understanding of how people’s relationships with them are shifting and foresight into their expectations for them is essential.

CultureQ® is not confined to formal research structures and methodologies. It began as a client project focused on Millennials in 2007 and became a proprietary research program in Fall 2011It synthesizes our on-going dialogues with Millennials with exploratory qualitative research, quantitative studies among Xers, Yers and Boomers and real life observation. The constant comparative process, iterative analysis and inductive reasoning provide more thorough insight into people’s interactions with brands and the underlying drivers that build them.

CultureQ insight is the perfect springboard for innovation sessions that encourage brands to be bold in their aspirations and challenge category truisms. It’s easily customized for individual brands and industries. Bespoke programs identify initiatives that meaningfully engage audiences, innovate and enhance brand reputation.

To inquire about custom programs, innovation sessions or CultureQ trend reports, email us at

  • Cover for CultureQ: The new brand loyalty & leadership CultureQ: The new brand loyalty & leadership

    The comprehensive report based on our on-going research with Millennials, online conversations with marketing, design, CSR and other professionals, and quantitative research with 957 Millennials, Gen Xers, & Baby Boomers in the US and UK.

    Includes an introduction to the Mutual Economy and the changing nature of brand leadership; insight into favorite brands and strengthening customer loyalty; strategies to embed key leadership traits into brand development; influence of technology on our relationship with brands & Brand Citizenship Quotient company rankings.

  • Cover for CultureQ: Brands, the new social reformers CultureQ: Brands, the new social reformers

    The comprehensive report based on our on-going conversations with Millennials and quantitative research with 763 Millennials and Baby Boomers in the US and UK, including the shift from CSR to brand citizenship, strategies to integrate brand leadership with good citizenship, and Brand Citizenship quotient rankings.