Demand changes when culture does.
When existing market research describes what is happening but not why, I uncover how changes in culture are reshaping what people need, value and choose. This gives teams a clearer view of what is driving demand, so they can make sharper decisions about products, brands and where to grow next.
Independent research and strategy consultant with more than 20 years’ experience, including a decade as Principal and Director of Strategy at Gemic, where I established and grew the firm’s cultural strategy practice. My work has informed high-stakes growth and innovation decisions at BMW Group, Meta, Microsoft, TIAA, P&G Ventures and Rolls-Royce.
Working up close on difficult, ambiguous research and strategy problems has honed my ability to find the real question, connect different forms of research to see the bigger picture, and turn complexity into clarity that teams can confidently act on.
- Different studies each answer part of the question, but the answers don’t join up.
- Established segments and customer definitions no longer explain changing demand.
- Products, brands or customer experiences need to respond to changing expectations, aspirations and behaviours.
- Research, design, product, engineering, brand and strategy teams need a shared understanding before committing to a direction.
In a world of electric powertrains and autonomous driving, what sparks desire for a sports car?
As retirement becomes less about stopping work and more about creating freedom throughout life, what role can financial services providers play in helping people shape the life they want?
As people age, how does the loss of bodily control affect their sense of who they are, and how can personal products and technologies help them retain their autonomy and identity?
As luxury markets fragment, what kind of belonging matters now, and what makes a brand worth identifying with?
As people increasingly make sustainable choices to build resilience rather than simply reduce environmental impact, how is this changing what they value in products, services and brands?
Cultural insight is at the centre of my approach, connecting what people say and do with the wider cultural worlds that inform what they value and choose.
I translate that understanding into clear direction for products, brands and experiences, drawing on broad expertise across ethnography, qualitative research, semiotics, social listening, and quantitative and behavioural analysis.
This includes turning qualitative and cultural insight into robust measures and frameworks that can be validated, tracked and used confidently across an organisation.
with me
A good place to start is a focused review of the question and existing evidence. Together, we clarify what is already known, where the gaps are and what needs to happen next.
Engagements can then extend into a structured synthesis of existing research, original multi-market studies or longer-term frameworks for understanding and tracking change.
I lead every engagement personally and deliver my work through Keus&, my independent practice. For larger projects that span markets or require a broader mix of expertise, I bring together trusted senior researchers, strategists and specialist partners.
About Keus&