Has the obsession with data and technology at best forgotten the human, and at worst dehumanised relationships with customers?

Following on from Act I – ‘HX Brands’ in our thought leadership series, Act II will explore the wonderful individuality of the Humans behind the customers of brands. Now more than ever it’s hard to get to the human, when a tsunami of standardisation stands in the way and let’s face it, we’re an industry that loves averages.

Through an exciting large-scale piece of ethnographic qual research, we will smash myths around who and what ‘average’ category and brand user looks like, casting light on the true diversity of the types of people that use HX Brands, and all the uniquely human reasons why they engage with them (through the lens of the Human condition). The research will identify new audience growth cohorts and unlock brand intervention opportunities.

What categories we explored:

Travel

Retail

Fashion/Beauty

FMCG & Food

Auto

Media

With expert insights from X Y Z, this is a rallying cry to our people, our clients, our partners and the industry - we want to smash what we’re saying is ‘The Age of Average’.