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The output of iconoculture's work was nothing short of breakthrough. They helped us redefine how we view our consumer and in the process shattered beliefs we had held onto for ten years. Because of their work, we rethought our entire strategic approach and were able to hone in on specific trends prevalent in today's marketplace, helping us move toward a new state of relevancy with our consumer. -Fortune 100 Food/Beverage Client The dynamic changes in our market demand information that is accurate, timely and actionable. We trust Iconoculture to provide insightful information and stimulate new thinking. -Tim Larson, President and CEO of Jostens Iconoculture has been key in helping our teams get smart and connect with exactly what they need: true consumer information and insight in a concise, intelligent, future-forward thinking manner. -Whitney Fishman, Consumer Intelligence Connector, MediaVest Right now, when every business seems to be in an estuary between understandings of our customers and markets, we all need reliable insight into what is welling up to become the future. For us at Meredith, Iconoculture is both our indispensable context setter and provider of trusted early-warning signals. - Thomas Troland, Senior Market Analyst, Meredith Corporation Iconoculture not only understands the “what”, but also speaks knowledgeably about the “who” and the “why”. By drilling down into the values that are driving consumer macrotrends, Iconoculture offers clarity about the functional and emotional benefits that products and services in the marketplace can deliver. The strategists’ explanations of how certain trends and values vary slightly from generation to generation have been especially insightful. - Ana Kornegay, Consumer Insights Manager, New Brand Development, Brown-Forman Corporation Iconoculture helps our business better understand consumers. They have been able to capture nuances in the marketplace that would have otherwise required a lot more time, money and effort on our part. - Tiffany Wilburn, Sr. Product Analyst, American Greetings Corporation We invested in Iconoculture because they offer a level of consumer knowledge and expertise that no other company can: deep, rich insights based on real behaviors and values — telling us, for example, what consumers are actually doing and why. Iconoculture provides insights and advice that is actionable, helping us achieve our objectives. Recently, the Strategists helped us develop a keen understanding of what different generations need in a patient experience. From there, we created tools and communication strategies that we offer to our physicians to help them be more successful in educating patients about refractive procedures.
- Heather Ready, Director of Marketing, Advanced Medical Optics Iconoculture's strength is their ability to inspire - by shedding light on trends and providing a springboard for innovative business ideas.
- Haley Rushing, SVP Chief Purposologist, GSD&M At DGWB, our philosophy is based on establishing meaningful relationships between our client’s brands and their customers. The key to building a successful relationship is understanding the core values that are shared between the two parties. Iconoculture’s methodology has given us a way to discover these core values for our clients and a common language we can use to talk about them. Iconoculture’s category-insider perspectives have inspired our planners to go down certain paths, which have proved productive in discovering great strategic insights and resulted in consecutive new business wins. The Strategists, who live and breathe their consumer categories, are invaluable — they offer a springboard for new ideas and an objective sounding board for our hypotheses. - Mark Weinfield, Director of Strategic Planning, DGWB Advertising and Communications Iconoculture is the perfect agency partner, because they help us know our clients and our clients' customers better through understanding specific categories, demographics, products and services from the consumer perspective. Through their methodology of values, trends and macrotrends, Iconoculture strategists build us a direct and personal path into the consumer mindset: what they think and why, what they need and what they are buying, and how it all impacts their lives. - John Mitchell, Vice President, Client Development, Current, Inc. Iconoculture is the first resource we turn to for consumer insights. For daily projects, their insights, articles and observations are invaluable, saving us time and offering fresh ideas that resonate with our clients. For new business, Iconoculture strategists help develop, confirm or redirect our strategies. We have won some big accounts with the help of Iconoculture! - Angela A. Rodriguez, Account Planner, del Rivero Messianu DDB Iconoculture allows me to have another strategic resource on my team. The benefit comes in the form of numerous strategists 'on call' willing to provide their perspectives allowing my team to provoke the thinking of our business leaders and people responsible for creating our company's future strategy. - Jason Rottier, Family Care, Kimberly-Clark Corporation Iconoculture helps us navigate the trends that matter, giving us a richer context within which to frame our strategic thinking. We see them as a trusted partner and not just as a supplier of information. They go out of their way to work with us and tailor their expert input to our specific needs. They provide an incredibly rich wellspring of inspiration that helps make us smarter and more creative.
- Maria McHugh, EVP, Director of Insights and Brand Planning Young & Rubicam Decoding and tracking consumer trends, cool, quirky, and otherwise, and providing actionable insight and meaning, is Iconoculture’s forte. Access to Iconoculture’s trend-tracking website is an invaluable tool used daily by Lowe’s planners to stay abreast of trends and create a perspective on the world of cool for staff and clients alike. Learning from Iconoculture keeps us ahead of the curve and inspires creative thinking. - Lowe Worldwide, New York Getting in touch with cultural trends is the key to creating the future versus tracking trends and watching the past in the rearview mirror. - Gayle Fuguitt, VP Consumer Insights, General Mills Inc. When I tap into Iconoculture, it’s like being able to go to one place to get information from a million places. I can easily get access to all these underground trends that Millennials, for example, are part of today – and that makes us, and our clients, smarter. - Kelly Baron, Research Director, Ketchum We recently had a meeting with our beverage client. Both of us use Iconoculture and it really made a difference in the level of conversation we were able to have. Being able to speak in a common language has helped to elevate our already strong relationship even further.
- Owen Hannay, CEO, Slingshot We use Iconoculture’s services to identify trends and consumer behaviors that may shape the future of our product categories. The newsletters are ideal for keeping up daily on new product innovations and consumer preferences, while the company’s consulting services are great for digging deeper and getting answers to specific, custom questions. -Amy Elkes, Manager, Marketing Insights and Innovation, Wyeth Consumer Healthcare Iconoculture has provided us value throughout our innovation and marketing process — including identifying emerging markets and understanding how the consumer relates to our product category — serving as a catalyst in the areas of new product ideation and planning for product positioning. The insights they provided on Boomers were instrumental in helping us understand how women think about their hair. In addition, we routinely use advisory calls to understand consumers outside of the beauty space, as related to our category, as well as to confirm and help color our current thinking within beauty. -Ini Okopedeghe, Sr. Designer, Fashion, Goody Products Through my work with Iconoculture, I have benefited from the unique lens through which they process and analyze consumer culture. Gleaning insights through observational research, Iconoculture does a tremendous job at organizing emerging ideas and human behavior into useful, actionable knowledge.
-Jessica Lilie, Director of Market Research, Johnson’s BabyCenter, LLC Iconoculture has broadened the depth of knowledge we have for our consumer across the globe. Not only have they helped us understand how the consumer is using products in our categories, but they have helped us understand the context for use as well. Our relationship with them has helped us strengthen our business position in the evolving global economy and has identified consumer trends and behavioral considerations that have been integrated into our new product development process. -Julie Loving, Director of Global Innovation and New Ventures, McNeil
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