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Office Spotlight: CEB Iconoculture™ Consumer Insights in Minneapolis

6 August, 2015

Shannon Smedstad

Global Communications / CEBer since 2014

Who do marketers trust for the latest insight on consumer trends? Who has the pulse on Gen We and Gen Xers? Who do companies use to get inside the millennial mind? Look no further than CEB Iconoculture Consumer Insights, based in Minneapolis, Minnesota.

CEB Iconoculture

We recently visited the urban loft-style office to learn more about the consumer insights side of our growing global business. “The team looks at the value patterns and consumer shifts shaking up global and US markets,” shared Rena Daitzchman, Market Director. “Our IP (intellectual property), proactive insights, and advisory support help leading brands and marketing agencies tackle major business objectives. We inspire brands … we help them get ahead of the curve.”

The “Icono” group discovers, analyzes, and understands the changing values and consumer shifts in a variety of areas, such as media, technology, fashion, travel, wellness, shopping, and spending. They also study commonalities, core values, and differences between multicultural segments and the generations—Boomers, Gen Xers, Millennials, and Gen We.

When it comes to using big data to make informed decisions and impact business outcomes, the consumer insights group’s work is at the cutting edge. Our team gets to unearth the latest trends, see their work in publications like Forbes, and help executives understand why people do things the way they do. Our Commercial team is then responsible for selling access to all of this proprietary, leading data and guidance, as well as expertly managing relationships with our global clients.

All in all, we think it’s really geektastic and cool.

Learn more about CEB Iconoculture Consumer Insights by downloading the Marketer’s Guide to Millennials eBook. Or, why not take a tour of the office via the CEB in Minneapolis board on Pinterest?

CEB Iconoculture Office

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