What is Lifestyle?

'Lifestyle' is an umbrella term that covers our team of researchers with a passion for understanding consumer's engagement in areas that enhance their way of life or express their sense of self. There is no universally accepted definition of what constitutes 'lifestyle', but we use it to encompass our experience in beauty, fashion, wellbeing, and culture.

We work with some big names in this industry, and that experience, combined with our constant conversations with consumers, means we continue to develop a deep and unique perspective on how consumers engage, behave and react to all things that complement their lifestyle. Staying on top of the way consumers are adapting, and more importantly why, is what we do.  

Getting the full picture

Although people like to think of a lifestyle as something they have created, lifestyles are often influenced by many external factors. Understanding psychological, social, cultural and environmental influences behind lifestyles brings weight to our research findings. We add numbers by looking at category engagement, usage and attitudes, segmentations, brand positioning and buzz monitoring.

Identify and develop opportunities

Turning gaps in the market to marketing opportunities is what businesses do and we support them at all stages of this process. From helping inspire NPD, to development of concepts through co-creation sessions and proposition factories, through to market sizing and concept testing.

Being in the moment

We get to the heart of the consumer and understand their worlds by spending time with them and observing their habits, rituals and lifestyles. It is about being in the moment through intercepts, ethnography, and accompanied trips. Touchpoints are vital moments of brand engagement. We have a wealth of knowledge & understanding of several touchpoints, shopper, retail and e-tail environments. 

To find out more get in touch with the team…



“I am more than just rainbows and glitter.” It's time to rethink LGBTQ+ representation in advertising.

“I am more than just rainbows and glitter.”  It's time to rethink LGBTQ+ representation in advertising.

An increasing number of people in the UK are identifying as part of the LGBTQ+ community and more than ever before brands are fighting for a share of the £6 billion Pink Pound economy. With this in mind, we spoke to people from the LGBTQ+ and Heterosexual communities around the UK about their opinions on the current representation of the LGBTQ+ community in advertising.­­

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Michelle Coombes
Associate Director



Jo Upton
Research Director