Culture + Trends offers in-house trend analysis from a team of trend consultants, psychologists and sociologists. The tool also uses InSites’ Illume Network, which uses ‘cultural curators’ from 45 countries to generate insights.

The Culture + Trends tool was originally developed by insight communities company Join the Dots, which was acquired by InSites Consulting in July 2019.

The tool will now be expanded worldwide outside of the UK.

Kelly McKnight (pictured), head of Culture + Trends at InSites Consulting, said: “Culture + Trends provides a deeper understanding of people and the influences on their lives.

“By monitoring and interpreting changes in consumer behaviour caused by macro-trends and cultural shifts, we help brands anticipate changing consumer needs impacting innovation, customer experience or branding challenges.”