Iconoculture trend data helps agencies win business

Iconoculture is a global consumer research and advisory firm.


Iconoculture is a global consumer research and advisory firm.


From $25,000 to more than $100,000 annually. Base includes an IconoIQ suite and advisory calls. Custom services are also available.

Ownership: Corporate Executive Board


Ellen LaNicca, EVP and consumer practice director at CRT/tanaka, has been using Iconoculture for six years.

How do you use it?

We use it for existing clients and new business prospects to examine consumer data and habits and explore trends and emerging opportunities. We can slice and dice data any number of ways.

We can ask for research on an industry, issue, or trend. Usually I call first and follow up with an email confirming the request. Iconoculture sends a written brief with the 30,000-foot overview. Then we get on a call with the expert/specialist who put together the brief. He or she will go over it, put it into context, and answer questions.

I can also do my own research on Iconoculture's website. There are a number of ways to access information and you can search very narrowly or broadly on a topic.

If there's a problem I'll either call or email my account representative. If he's not available there's always been a backup assigned.

How does it serve your business needs?

Our long-time client Charles Schwab charged us this year with educating a population segment with which we've never worked. Iconoculture helped us explore trends and issues impacting the segment.

We also used IconoCommunities, which are moderated online focus groups, to discuss how to best communicate with this audience. Thoughts and viewpoints shared by the focus group helped us devise our approach.

In January, we were one of three finalist agencies to work with Wilsonart International, which produces laminate kitchen countertop products.

Iconoculture gave us information and trends impacting the home space and consumers in the socioeconomic bracket to whom the products appeal. An idea of the “unkitchen” emerged, and we framed a recommendation around it that Wilsonart loved. It's one of the things that helped us win the business.

How does it integrate with your existing infrastructure from an IT standpoint?

It's a website that's very easy to navigate after going through a short tutorial.

What are the main benefits?

There are highly skilled advisory experts in virtually all industries. I can quickly do the research myself if a client has an urgent need and there's not time to work with an advisor.

What are the main drawbacks?

You must build in a few days for analysts to do the research and give you an advisory call. It's not really a drawback because you can plan for it and do it yourself if necessary - you just won't have an expert to interpret it.

What would you like to added/improved?

It would be great if they had a content creation specialist - content as it relates to words, images, video, and emerging platforms such as Pinterest.


GfK – delivers insights about the way people live, think, and shop, in more 100 markets.

Roper Center for Public Opinion Research – provides access to archives of social science data, specializing in public opinion surveys from the US and more than 50 nations from the 1930s to the present.

The Futures Company – provides subscription foresight services and custom research and consultancy.

Mintel – delivers market intelligence, information, analysis and critical recommendations.

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