What We’re Consuming: Exploring the Journey from Pop Culture to Insights

Written By W5

By Emma Eyman

Doing all we can to stay in-the-know with what’s “hip” and “cool” (which both of those terms, I believe, are not…) is something we as market researchers do to stay on top of the latest consumer trends, habits, and behaviors. Though vital to our profession, keeping up with the latest TikTok dances and luxury DIY hacks isn’t something we only do to improve our job performance: we’ve done it since childhood―learning new schoolyard games to make friends, decking out our room in that year’s hottest style, or buying that “Mrs. Justin Timberlake” purse because all the other girls had one (#noregrets).

This curiosity naturally carries into our adult lives through exploring new podcasts, diet trends, or scrolling through Pinterest for hours (and hours) to find inspiration for that laundry room remodel you’ve been planning for two years (I may need to finally bite the bullet on that one).

What’s fascinating about staying so tuned into “what’s hot” is the rate at which pop culture cycles in and out, often with many remarkable and sometimes surprising comebacks—low-rise and mom jeans, anyone?

Read on, and you’ll see an article about a remastered album by The Replacements and the “Articles of Interest” podcast are great examples. Just as interestingly, it's also a recurring pattern we encounter as researchers―a parallel between the cyclical nature of societal behaviors and the evolving research preferences of both consumers and our professional peers.

It’s on this note that we’re back with another edition of W5’s Theme of the Month. September’s topic was “Soundbites: What We’re Consuming” where we talked about our latest favorites in the worlds of listening, reading, eating, and supporting, from big pop culture-type pieces to things that simply brought us a bit of joy. Here’s what some of those submissions looked like:

READ

  • “The Average Cost of Weddings is a Lie” – Silk Stem Collective dives deep into the misinformation about wedding costs across the US, and shares how looking at your local median amount spent instead of the average could set much more realistic expectations and save you time and stress

  • “Decorating a 600-Square-Foot Studio Apartment” – In a still-relevant piece from 2014, Week& shares all the necessary tips, tricks, and hacks to making typically larger standard home necessities fit within a much smaller set of walls

LISTEN

  • “Articles of Interest” by Radiotopia – A critically acclaimed mini-series podcast that delves into the world of fashion in a way that is digestible for everyone from experts to newbies, discussing a range of topics from sustainability to why womenswear needs more pockets

  • The Replacements: Tim (Let it Bleed Edition) – Pitchfork covers the new remix and remaster of a fan-favorite album (if this is up your alley, reach out to our Senior Partner, Marty Molloy, to chat about all the details)

EAT

  • Szechuan Mapo Tofu Recipe – An authentic Sichuan dish that combines spicy doubanjiang (broad bean sauce), fermented black beans, ginger, ground meat, and garlic in a classic Mapo-style sauce with the smooth, silky, and slightly hot lingering taste of Mapo tofu

  • Haitian Spaghetti Recipe - A combination of diced tomatoes, green pepper, onion, tomato paste, hot dogs, and, of course, Haitian Epis, creating an explosion of flavor distinctive to Haitian cuisine

SUPPORT

  • BIPOC Meditation Group (Durham, NC) – A co-creative meditation space for people who identify as Black, Indigenous, and People of Color that shifts the common perception of meditation and encourages open dialogue and engagement

  • The Community Empowerment Fund (Durham, NC) – A nonprofit organization working to cultivate opportunities, assets, and communities that sustain transitions out of homelessness and poverty

This dance between personal interests and professional growth makes for a dynamic journey. As we ride the wild waves of trends, we find our fascination with "what's cool" isn't merely a pastime but a source of inspiration and insight, enriching our lives both inside and outside the realm of market research. So, whether you're getting lost in a dreamy Pinterest feed or diving into the latest consumer behavior study techniques, remember it's all part of the same captivating journey, where every trend, no matter how fleeting, contributes to our collective understanding and keeps our curiosity alive.


In case you’re interested in picking up a few new soundbites yourself, here are more honorable mentions from the W5 team:

 

See our other Theme of the Month Blog Posts below!

Unpacking: W5 on Travel, Tourism, and Being Far From Home

Exercising Empathy from All Angles

Managing Stress

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