Cultural and category analysis

If our contextual research works from the inside out, how do you also work from the outside in? How do you decide who to research, what agendas to talk to them about and what vocabulary to use? Our cultural and category analysis creates a macro viewpoint on people, place and discourse.

We observe, deconstruct and synthesise macro events, trends and behaviour into tangible and actionable outcomes for design. We analyse categories and markets for opportunities to compete, innovate and disrupt. We gather artefacts and symbols, immerse ourselves in context, collecting the cultural residue that connects a product with its audience.

Through semiotic analysis, we understand and frame emerging, dominant and residual patterns, codes and symbols for particular personas, categories and geographies.

Depending on the needs of the client, we offer: social, cultural, technological, and design trend summaries, culture hunts, category analysis, competitor landscaping, and semiotic analysis.