Horizon has expanded its data and research services under its WHY Group, the consultancy that furthers the study and understanding of consumer behaviour through cultural intelligence reports.

The new services are an expansion of the WHY Group’s capabilities, including customized workshops, boot camps, custom brand playbooks, and AI modeling methods spanning areas including the Gen Z subculture, local market cultures and the exploration of future market opportunities. The expanded roster of services is available to both Horizon and non-Horizon clients.

Maxine Gurevich, SVP of cultural intelligence at WHY Group, says the expansion is designed to provide not only customized research, but also solid strategies for how marketers can use the intelligence to help build their brands. For example, Horizon’s Top Trends 2023 found that people’s hopes for a “return to normalcy” has been eclipsed by anxieties over the economy, politics, and emerging technologies – and identifies cultural shifts that are reshaping marketers’ roles and relationships with consumers.

“A lot of clients are overwhelmed with such a heavy volume of information and research and they’re not always able to determine how to best apply it,” Gurevich adds. “So, we’re providing not just the research and the information, but the brand activation strategy that can come with it.”