CEB Iconoculture™ Consumer Insights

CEB Iconoculture™ Consumer Insights delivers a consumer-driven view of the world, allowing you to stay ahead of changes in consumer behavior. Our multisourced research and tailored advisory support infuses cutting-edge insights into marketing and innovation strategies, helping to fill critical gaps in your knowledge of target consumer and execute important decisions.

Our Research Focus

Equipping our members with strategic guidance and tactical tools on the topics most important for their function is at the heart of what we do. We don't just point to where you need to go: we provide you with a roadmap and a suite of implementation tools to get you and your team there. Key topics include:

Key Categories

Marketing Channels

Digital Marketing

Marketing Communications

Sales Tactics

Channel Partners

Demographic Segments

Gen We


Gen Xers

Boomers and Matures

Multicultural Segments

Beyond the Illusion of Inclusion

Multicultural consumers are exerting ever greater influence on the larger culture. Leading brands are acknowledging these changes and ensuring inclusivity is reflected in their strategy. Learn how to map your marketing to the new multicultural reality.

What "We" Want

There is a new equation for understanding Gen We teens' mindsets and expectations. Marketers who fail to understand it risk missing the mark on a powerful generation just beginning their consumer journey. Discover the new marketing playbook for today’s Gen We teens.

Who You Calling Affluent?

Uncover the truth about high-income consumers’ socioeconomic self-perception.

Click below for an infographic overview of today’s highly coveted cohort — high-income consumers. Spoiler alert: They feel much less affluent than marketers are portraying them.

2016 Top Trends

Learn about the changing values underlining the biggest consumer shifts of the year.

Speak with our team to learn more.

Membership Features

Research and Insight: Unique research and tools to help business leaders evaluate new issues and challenges

Proven Best Practices: Tested approaches to solving business challenges from our network of leading companies

Advisory Support: Personalized expert guidance and project support for pending decisions, new tactics, internal presentations, and other needs

Decision and Diagnostic Tools: Customized, actionable views of the most important performance metrics in your function

Peer Benchmarks: Relevant, quantitative data and analysis to help allocate resources and target areas with the highest impact

Executive Networking: On-request advice, feedback, and perspective from peer interaction with hundreds of leading executives

Live and Online Learning Events: A wide variety of events exclusively for senior executives, as well as staff training and skill development opportunities

What Our Members Are Saying

CEB Iconoculture™ has been a really wonderful way for us to come into the 'why' people do things, rather than the 'what' people do."

Chris Lierman


Vice President of Insights and Strategy, GMR Marketing

Featured Resources

Related Services

From Our Blogs

Brexit: How Firms Should Respond to Shifting Consumer Values
Britain’s referendum vote to leave the European Union caught the world by surprise, but using underlying consumer values can help brands – even US ones – realign their marketing strategies. 27 Jul 2016
Brexit: What Corporate Communicators Should Be Doing
As Brexit negotiations persist, uncertainty – not crisis or change – is the main concern for comms teams. They should listen to employees, foster open dialogue, and be flexible in comms planning. 26 Jul 2016
B2B Marketing: Why Your ABM Strategy Needs More of the “In” in Insight
It's not enough to understand what business problems a customer is facing, suppliers need to help a customer understand their own business and operating environment in new ways. 22 Jul 2016

Some of Our Members