Transatlantic insight consultancy Basis Global has launched Basis Signals, a new quarterly series combining automated pattern detection and human interpretation to identify and explain early shifts in consumer behaviour.
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Basis Research was founded in 1990 with headquarters in London, and provides ad hoc and tracking solutions for clients across retail and a range of other sectors. Now also with offices in New York, Chicago and Los Angeles, the firm launched a health business in 2018, a social research practice three years later, and in the summer a specific division dedicated to B2B insight, led by newly appointed Managing Partner Tom Percival.
Signals is part of the firm's Integrated Intelligence approach, which uses technology for scale and human expertise for insight, to 'close the gap between what's happening in culture and how brands respond.' The series will use proprietary AI tools to analyze millions of real-time public conversations and cultural signals to identify patterns in how people act, think, live and buy - then validate the findings against published studies and external data sources across social, search, online communities, blogs and media. Finally, the company's sector experts will interpret, and pull out 'the cultural and commercial shifts [clients] need to stay ahead.'
The first edition is entitled Gen Z's New Rules for Growth, and focuses on a generation which the firm says by 2030 will account for nearly $12.6 trillion in global spending, the highest share of any generation in history, and yet are still treated by 'most brands... as a lifestyle segment, not a strategic growth engine.'
CEO Rune Mortensen (pictured) sums up the aims of the series: 'The value isn't in spotting something no one's seen, it's in connecting what matters before everyone else does. Basis Signals helps brands recognize and act on patterns as they gain momentum, while there's still time to lead.'
Web site: www.basisglobal.co .
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