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METHODOLOGY
THE FITH FORMULA
The forces that form us
•
The cultures that move us
•
The communities that hold us
•
For the brands that earn us
Gen X.
That's the starting point, not the conclusion
THE FITH CULTURE FRAMEWORK
Based on the Bio-Psycho-Social medical model – but as a cultural lens
SOCIAL
PSYCHO
BIO
PSYCHOGRAPHIC &
ETHNOGRAPHIC RESEARCH:
tell you who someone is
DEMOGRAPHICS
tell you why they do what they do
PSYCHOGRAPHICS
reveal the in-group connections
ETHNOGRAPHIES
+ DATA
Data enriches and sense checks our research, giving brands the evidence base they need to act
Fith's foundational consumer intelligence report
• Ten profiles built from the inside out
• Using our Fith Formula and decades of cultural research
• Indicates the routes ahead for brands in the Longer Life Economy
THE FITH CULTURE FRAMEWORK x [PSYCHOGRAPHIC & ETHNOGRAPHIC RESEARCH + DATA] = X TYPES
The assumptions are wrong. The opportunity is enormous. And the window is now.
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