Cultural Analyst to Head New Trend Research Firm

In New York, market research firm Peep has been launched by trends and innovation agency PSFK. The new venture is headed by cultural research and trend specialist Maria Vrachnos.

With a decade's experience in strategic planning, innovations and research, Vrachnos worked most recently as Trend Research Consultant at V Trend Research. Prior to this, she was Senior Manager Consumer Insights & Trends at Phillips, where she set up centres to help identify consumer needs and drive product innovation. Previously Vrachnos worked as Strategic Planner at TAG Ideation, and as Editor of the 'online guide to the culture and psyche of trendsetters' L Report, where she undertook primary research to identify influential trend themes and their impact on culture.

The new firm plans to deliver consumer-centric insights and trend research using a combination of non-traditional methodologies and tools to identify the reasoning behind global behaviours and attitudes. Insight, ethnographic and videographic tools have also been developed to tap in to societal shifts, emerging needs and values, cultural trends or individual expectations.

Vrachnos says the firm aims to bring 'reliable, exacting and of-the-moment insights' to brands.

Launched in 2003, PSFK's publishing division produces trend reports, and manages idea web sites and 'inspiration conferences', while its consultancy division helps clients find new business ideas through interpretation of trends. The company has offices in London, Hamburg and New York and is on the web at www.psfk.com , while Peep is online at www.peepinsights.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.