Crowd Signals interrogates online sources to provide highly evidenced foresight of where culture and consumers are moving next. We illuminate emergent, and sometimes barely visible, signals within broader trends.

Typically, Crowd Signals is used to underpin always-on trends programmes, allowing clients to track how their brand, products and experiences are, or are not, demonstrating cultural relevance.

Analysis tools:

Trend Mapping: plotting signals within a trend on an axis, based on co-occurrence and clustering techniques

Trend Trajectories: tracking the speed of change of emergent signals and more dominant themes

Visual Analytics: unpacking the imagery and visual codes behind a signal

Linguistic Evolution: understanding how language is shifting within a wider theme

How we use Crowd Signals:

Urban Futures: 18 month trends programme making sense of cultural shifts to inspire the creation of a high profile city of the future; with opportunity areas identified through cluster analysis and their movement tracked over time

The Cultural Conversation: analysing billions of tweets for Twitter, creating a thought leadership initiative running for three years (and counting), and based around six macro themes, 18 trends and hundreds of drivers therein

Crowd Spaces brings scale to semiotic principles, providing highly immersive takes on occasions and consumer engagement with categories, supporting our clients with fresh ideas, stimulus and recommendations for innovation, brand positioning/activation, creative and comms development.

It’s a super-powered form of executional guidance, designed for modern day brand needs, and deployable either by market or globally.

Analysis tools:

Topic Mapping: plotting a theme, or space along an axis based on relevance and co-occurrence

Visual Analytics: unpacking the imagery and visual codes within a space

Linguistic Evolution: understanding how language is evolving

Semiotic Enrichment: fusing what the data tells us with nuance and further quality control

How we use Crowd Spaces:

Reimaging Mobility: uncovering the conversation around in-city mobility and sustainability across five markets to help reposition and future-proof the brand communications of a leading automobile designed for urban driving

Liquid Lipstick: investigating beauty category product benefits, emotional cues and pain points via exploration of social and review data

Crowd Voices leverages conversation topics, hashtags and imagery, tracking cultural change over time through those making it happen. We build out a corpus of relevant micro influencers across categories, trends and location.

This is typically supported by layering in articulations from KIN, our global network of 1,000+ cultural insiders. Crowd Voices reveals new sector and brand innovations, lifestyle trends, and fresh manifestations to inform creative ideas, market localisation and brand activations.

Analysis tools:

Audience Clustering: building out a corpus of relevant voices

Keyword Capturing: querying and monitoring keywords and hashtags

Linguistic & Visual Analytics: drawing out the nuance of language and visuals

How we use Crowd Voices:

Fashion Forward: identifying a leading-edge style cohort that’s receptive to drop culture; enabling a world famous brand to connect with their culture, shopping habits and visual cues in the launch of a new product/experience

Next Gen Wealth: global analysis of the future of high net worth for a major banking group, pinpointing the audience and defining new markers in how they relate to wealth and define premium and luxury experiences

Culture At Scale is part of Crowd Signs – our team and specialism dedicated to unlocking future potential, and situated across our offices in London, Amsterdam, New York City, Singapore and Sydney.

Crowd Signs also calls on trends analysis, semiotics and KIN – our 1,000+ global network of experts, creators and connectors.

Underpinned in all cases by our strategic capabilities and core ambition of providing culturally charged commercial advantage for our clients, we blend these approaches to best meet each specific brief.