C-S SPACE

We help brands make connections in

culture and with people by Answering:

What Matters? and
Why it Matters?

Beyond insights

our work is designed to answer

What are next steps?

WORK
CITIBANK
Global Differences Towards
Money, Banking, and
Progress
NIKE
What Inspires Young
Urban Athletes Across the
Globe
VIRGIN
How to Reinvent
Outdoor
Recreation
NEW YORK LIFE
Understanding the Societal and
Cultural Dynamics of Life Insurance 
ESPN
Youth’s Changing
Relationship to Sports Media
and Entertainment
BETTERMENT
The Market Potential of
Automated Investing
COMEDY CENTRAL
The Impact of Race
and Identity on Humor
NASCAR
How to Build Stronger
Connections with Latino
Sports Fans
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RESEARCH SERVICES

Depending on your brand’s specific needs, we can design research to answer ‘big’ questions, assess the competitive landscape, support innovation development, and discover new forms of consumer value. We can also produce insights on emerging consumer attitudes that will help your brand to refine business goals and navigate cultural shifts. Our insights also support creative campaign development, among a range of other research outputs, both big and small.

SEGMENTATION
SYNTHESIS
AUDITS
DATA HARMONIZATION
DEEP DIVES
TRACKING
MAPPING
TESTING

All of our research is tailored and one-of-a-kind for each brand we work with.

Our goal is to help generate the greatest possible understanding for whatever it is we study – so we can answer what matters and why it matters for our clients.

A Sample of Methods

ATTITUDINAL SURVEYS
UX SURVEYS
IDEATION
CO-CREATION SESSIONS
WORKSHOPPING

ETHNOGRAPHY
IN-DEPTH INTERVIEWS
DIGITAL FORUMS
MOBILE DIARIES
FOCUS GROUPS

HISTORICAL & CULTURAL REVIEW
DATA SYNTHESIS
UX ANALYSIS
MOBILE DIARIES
EXPERT INTERVIEWS

“When it comes to strategic and cultural understanding of tv content and audiences, CS is unsurpassed. An invaluable resource.”

– VP, Content Innovation Analytics, Viacom Global

“CS offers a compelling and very practical perspective on how brands and consumers are changing, not only in our marketplaces, but in the culture-at-large. The frameworks proved to be strategically invaluable for my team and my company, especially as we seek to innovate for the future.”

– VP, Consumer Insights, Time Inc.

“CS are brilliant strategic partners who can help turn complex challenges into clear and actionable direction. Their ability to see both the big picture and the granular detail makes them uniquely suited for helping businesses better understand the spectrum of choices they are facing today.”

– VP, Consumer Marketing, CitiGroup

WORKSHOPS

In addition to research,
teaching is a part of
who we are.

LEARNING WORKSHOPS

Brands should be valuable business assets, but many organizations struggle to develop their brand’s potential value. Why brands succeed or fail is often complicated, but there are steps organizations can take to generate more ‘victories’ in their brand’s favor – and to position the brand to create more value.

What % of your organization understands the role of the brand? Do teams in marketing, advertising, sales and business development all share the same perspective on what the brand should be doing on behalf of the organization? Is there a shared vision of what the brand’s overall potential is in the marketplace?”

Not surprisingly, most organizations struggle to either find common ground or stay on the same page when it comes to brand strategy. The reality is most people are not familiar with their own organization’s brand strategy – often because of a more fundamental issue: most people who work for a brand are not fluent in “Brand” as a business concept/tool – and cannot confidently answer: What is Brand and Branding for? How does the Brand help the business? How does the Brand create and protect value?

VALUE OF BRAND Workshop is designed to help your team become fluent in Brand as a business asset, from the fundamentals of brand values to the subtleties of brand articulation. In the process, VOB will help your team become more confident Brand practitioners. Among other related topics, VALUE OF BRAND Workshop covers: brand values; brand purpose; brand equity; the difference between marketing and branding; the role of tone, personality and creative; brand as a business tool in historical context; the importance of brand awareness and recognition; and how to find or develop hidden sources of value related to the brand.

This workshop is adapted by Tasha Space from the popular Columbia University Executive Education course, which she both designed and taught for 12 years to hundreds of executive level students.

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Change can be exciting – but not when your brand is reacting to change. Instead of waiting for what’s next, many brands can be (and should be) playing an active role in creating or shaping how culture is changing around them.

Staying in tune with people’s shifting attitudes and behaviors has become increasingly difficult for Brands. Amidst fast moving consumer change, brands need better research and ways to develop more context and awareness to make better decisions. Understanding “How culture works” can help deliver that context for some brands. By being more aware of how emerging conditions and factors (technological, economic, social, environmental, etc.) give rise to new attitudes and behaviors, Brands can see challenges and opportunities, as well as people, in a new light and with more clarity.

BUSINESS OF CULTURE Workshop helps brands to identify, collect, organize and use cultural insights in order to make better decisions across a range of tactical and strategic initiatives. Marketing, advertising, branding, business development, innovation and market research teams can all benefit. BOC can provide strategies for how to use cultural insights to bring more context to consumer data. BOC also explains concepts such as: cultural tensions, cultural shifts, trends, leaning into culture, messing with culture, participating in culture, cultural awareness, and others.

Originally developed in 2014 as a workshop to explore how brands can boost cultural relevancy. BUSINESS OF CULTURE has continued to develop, has been updated multiple times, and has been delivered to hundreds of innovation, marketing and design focused audiences.

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FandomWorks is a proprietary body of knowledge and frameworks, which breaks down the cultural and psychological drivers of “Sports Fandom.” It explains, across interconnected systems, how sports fandom operates as both an ongoing business and cultural opportunity.

Many of us already know a lot about fans, but how many of us understand Fandom? How do people become fans? Why do they become fans or remain fans? What does it mean to be a fan today? What shapes people’s fandom journey today? Why are fans not the same as ‘consumers’ and why are fans more than ‘an audience’? What is the difference between interest, entertainment and fandom? Finally, what are the best ways to measure fandom and determine what fan attributes are most important to measure and why?

FandomWorks covers the breadth of sports fan behavior as well as the depth and range of fan attitudes – helping to detail what matters to fans, as individuals and as part of a social group.

FandomWorks provides comprehensive fan insights, frameworks and examples based on thousands of hours of in-person sports fan ethnography, tens of thousands of sports fan surveys and hundreds of hours of sports media analysis.

FandomWorks benefits and supports initiatives for: Fan Engagement and Experience; Sponsorship; Sales; Media Strategy; Content Development; Innovation; Marketing and Business Development.

FandomWorks is rooted in material developed over a decade of market research efforts in the sports and media industries.

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To learn more about FandomWorks and
services for the Sports industry, click here.

CUSTOM WORKSHOPS

A law changes; a new technology is introduced; a social platform’s user policy changes; a competing business model gains steam; new consumer behaviors replace older ones; new subcultures emerge… Regardless of the changing circumstances, there are times when an organization needs to get a handle on a specific new or emerging topic ASAP.

Topic Tackle helps organizations arrive at a well–researched and well-defined position – Quickly! Helping organizations assess both potential impact and opportunity, Topic Tackle is designed to provoke the ‘important strategic conversations’ and inspire new perspectives. Topic Tackle helps organizations manage the foggy issues and untangle complexities, in order to stay focused on what matters most amidst change.

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There is a cost to pay when various departments, teams or stakeholder groups are not all working from the same strategic perspective. Lack of alignment is not only inefficient with resources, it can be frustrating to the talent involved. Our Strategic Alignment Facilitation first identifies the gaps in understanding, agreement, or perspective. Then we determine what options are available for bridging gaps or finding new ways forward.

Our Facilitation process includes on-boarding of relevant materials, internal interviews and moderated work sessions. It is intended to help address organizational alignment challenges related to branding, marketing, creative campaigns, innovation and business development.

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CS Knowledge Network

CS EXPERT & TASTEMAKER PANEL
CS CONTENT TRACKING
CS FAN
ON OUR MINDS