Cultural Streetscapes is a global network of culturally-connected individuals who gather and distill local intelligence, providing strategic and creative inspiration for companies, brands and agencies.
Cultural Streetscapes at Kantar Futures goes beyond typical trendspotting. Network members possess a strong awareness of local cultural nuance and use it to explain the “why” behind what they observe. Through custom-designed missions, our Streetscapers help clients understand everything -from societal shifts, to breakthrough trends, to unique consumer cohorts- that are impacting the marketplace of today and tomorrow. Streetscaping takes trendspotting to a deeper level, uncovering richer insights that allow clients to shape their future and Profit From Change.
The growing network is currently made up of more than 400 cultural consultants in 140 cities and over 50 countries globally. Streetscapers represent a diverse mix of anthropologists, ethnographers, bloggers, screenwriters, journalists, and freelance marketing professionals, providing our clients with leading-edge insights on social, consumer and marketplace trends from around the world.
Ways to use Streetscapes
Reap rich cultural context and nuance that only local, on-the-ground resources can offer. Get under the skin of particular cities/countries to inform your activity in these markets and increase confidence in your depth of understanding.
Discover local examples that bring large, high-level themes to life. Supplement your qualitative or quantitative findings by adding tangible local or hyperlocal manifestations.
Glean global inspiration for innovation—enlist Streetscapers to understand how key global trends are playing out in their market. Look beyond your current geographic or demographic footprint for emerging ideas that could signal where your market is headed in the future.
Test your hypotheses, pilot questions, and become familiar with local jargon. Use Streetscapers to identify new trends and test assumptions about how themes are manifesting themselves in different markets.
Illuminate concepts and trends in dynamic and interactive ways—videos, audio, and imagery from South Africa to South Korea.
Immerse yourself by having Streetscapers curate local excursions or identify events (concerts, festivals, etc.) that represent their authentic culture. Explore the world together and discuss themes that you see emerging around you.