We help brands stay relevant by aligning them with the humans they serve.

Our proprietary tracking of 100+ human priorities reveals the forces reshaping attitudes and behavior, so Marketing, Insights, and Strategy teams can understand where people are and anticipate where they’re heading next.

⦿ Trusted by the world's most relevant brands for strategic human insights

Proprietary longitudinal research on changing human priorities

Ongoing Tracking

With Human-ology, you get continuous insights as human priorities change. We track shifts across 100+ emotional needs, so you know what's behind the behaviors of your key segments.

8+ Years of Longitudinal Data

We've tracked the same human priorities across 100,000+ people. Our dataset reveals how people's priorities change over time, and how those changes influence brand relevance.

Strategic Planning Insights

Our data reveals significant priority shifts happening right now. These measurable changes create strategic implications that you can act on to maintain your brand’s relevance.

Nobody else has such a rich dataset spanning over 10 years of how parents, kids, teens, and young adults are faring emotionally—globally. The nuances the team has been able to glean from people’s changing priorities sets the stage for my various teams that are engaged in product launches, marketing and future planning.

What you get with Human-ology

Human Truths

Regular insights on human motivations with strategic analysis of what these movements mean for your brand.

Relevance Tracking

Ongoing analysis of your key audiences and how well you're connecting with the human within the consumer.

Custom Projects

Targeted quantitative analysis for your business challenges, from positioning strategy to new market opportunities.

The way the team describes the data and what it means to business decisions is unlike any other vendor we work with. Because they have such a rich understanding of human needs and behavior and a deep understanding of various industries, they are able to give us strategic pathways and directions that are highly actionable.

What we're tracking right now

After years of crisis and uncertainty, people aren’t waiting for the world to fix itself—they’re reclaiming power, shrinking their circles to what they can control, and demanding brands help them live life on their terms.

From Gen Alpha to Boomers, the desire for personal sovereignty reshapes emotional priorities, parenting, and purchasing behavior alike. Discover why control is the new currency—and how the most relevant brands are helping consumers own their money, health, and energy.

Built on the world's most comprehensive human dataset

Global Scale

100,000+

participants annually

10 countries tracked

5 generational cohorts

4 life stage segments

Measurement Depth

100+

emotional priorities quantified

8+ years of longitudinal tracking

Quarterly measurement cycles

Maslow-based methodology

They are amazing business partners with the only research tool I know of that lets our brands reliably understand the human dimension of our consumers, drive empathy across our organization, and work through the best paths to grow our business in a consumer-centric way.

Real Business Impact

Human-ology helped Airbnb win with family vacationers by revealing parents’ search for a better balance between parenthood and personhood.

Airbnb needed compelling human insights for their next global family travel campaign.
Our data revealed that parents' fastest rising emotional priorities included a desire to care for themselves, not just their children, when traveling together as a family.
This insight helped inspire Airbnb's "Get Airbnb and get more space" campaign, which CEO Brian Chesky called the company's most successful digital advertising campaign ever. Airbnb achieved 18% topline growth without significantly increasing marketing spend as a percentage of revenue.

Photo credit: "Get an Airbnb" ad campaign screenshot. Airbnb

What you can expect from Human-ology

Ongoing Strategic Insights

Human-ology provides continuous access to our complete human priority dataset with regular strategic briefings and dedicated analyst support to help you stay ahead of priority shifts that matter to your organization.

Custom Project Capabilities

Layer targeted quantitative analysis on top of our ongoing strategic insights to address your specific business challenges, from positioning optimization to new market entry, using our comprehensive database as the foundation.

I know of no other consumer construct which lets us understand shifts in the human beneath our consumer and the doors they open for our brand with the reliability of Human-ology.

Human motivations are shifting faster than ever

The Acceleration

The pace of human change has accelerated significantly. What once took years to shift now happens in months. Brands that wait for these changes to show up in traditional tracking metrics miss important strategic opportunities.

The Opportunity

Brands with ongoing human priority insights stay strategically positioned by understanding changes as they develop. Our clients consistently report being prepared for market shifts that could have blindsided their business.

Don't wait for human priority shifts to affect your brand

Get ongoing insights that help you understand and prepare for how human priorities are shifting in a rapidly changing world.

The unique and powerful advantage that the Human-ology dataset brings us is it enables us to come at the consumer from an emotional standpoint first and then layer in the behavior around a category or a product on top of that.

Our CEO on the CMO Podcast

with Jim Stengel

Listen to our Founder & CEO, George Carey, discuss human priority shifts with our client, LEGO®, on the CMO Podcast. The episode explores how the human inside the consumer has fundamentally changed over the past five years.

Listen Now