Entries by Katie Hockstein

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Changing Views on Immigration

It’s no secret that the demographics of the United States are shifting. White Americans comprise just above half of the youngest two generations, while they remain a strong majority in older generations. Never has the makeup of the country become such a core part of the national discourse as in the lead-up to the 2016 […]


Changing Tastes: Non-Alcoholic Beverages

Whether you’re five or ninety-five, you probably drink at least one non-alcoholic beverage per day. Despite this, the non-alcoholic beverage industry has seen a steady decline over the past few years. Is this driven by more interest in healthy foods, a change in tastes, or something else? Our latest total market study was designed to learn more about […]


Quick chart: What Gen-Z & Millennials Really Want in Life

We are all human. Despite different traits and experiences, when it comes to basic desires most people want the same things. Of course priorities shift as we age, but fundamental values are more alike than you might think.  In our latest study, we asked gen-Z and millennial consumers what they find most important in life – prompting them to rank their […]


Quick Chart: What Social Media Platforms do Gen-Z and Millennials Love Most?

There’s a lot of press around the demise of Facebook. While we’re not jumping on the “Facebook doesn’t matter” train, it’s clear that there are major changes in preferences around social media platforms among the youngest generations. We asked social media users, “What is your favorite social media platform?” – only allowing them to select one. The results were jaw-dropping.

Mythbusters: Millennials Live in Cities

Much has been made of millennials’ preference for cities. For a long time, the prevailing narrative was that they favored urban spaces relative to the white picket fences of the suburbs. Although there’s been a shift in the narrative as some begin to take a closer look at the millennial urban dynamic, there’s still a view […]

Case Study: Under Armour’s “I Will What I Want”

Most consumers viewed Under Armour as a brand built for men before 2014. Despite that, the company had been incredibly successful raking in $2.3 billion in sales in 2013. However, their product line for women only accounted for $500 million. To address this, they launched a Total Market campaign targeting women, “I Will What I Want.” It […]


An Inside Look at the Hispanic Beauty Journey

Today’s beauty campaigns encourage consumers to embrace diverse beauty standards and think beyond stereotypes.  As the U.S. Hispanic population grows, it’s important to note key differences and similarities between Hispanic and non-Hispanic consumers.  To tease out the nuances of culture as it relates to beauty, we asked the women on our consumer panel about their shopping habits, […]