NEWS

By collaborating with Max and Leander, we at Circle Culture Consulting can deeply understand the needs of young target groups and grasp what drives them at an early stage. While everyone talks about Generation Z and numerous secondary studies are available, a real and accurate picture emerges only through in-depth interviews and/or workshops in direct exchange with the target group. You need the right recruitment and ability to decode the insights, because you're part of their world. That’s always been our strong suit at Circle Culture Consulting , and now, with Max & Leander, we’ve brought that unique access back to life. Our first project together came to life in late 2023 with a pan-European qualitative insight project for Birkenstock, running focus groups in London, Paris and Berlin. Max and Leander represent a new era in brand communication and product development, where authenticity, direct insights, and an unshakeable understanding of the target group from within are the foundation of success. Max founded PlayTheHype in 2019, which is now among the leading Gen-Z consulting agencies in Europe. Leander founded his animation studio, Life Design, in 2021, which has since then attracted over 120,000 followers on Instagram and generated millions of views through his consulting and animations for leading personal brands. As trend scouts, they are constantly on the lookout for the new and unexpected. Their ability to deeply immerse in diverse scenes gives them a front-row seat to subcultural trends long before they reach the mainstream. Together, they founded the brand WAVE in 2023, which was recently listed by Germany's largest hip-hop magazine among the top 5 emerging streetwear brands for 2024. The brand is all about the natural, raw, and a return to nature with a modern twist. According to them, they have captured an emerging trend that will resonate deeply and personally with Generation Z in the future. Circle Culture Consulting has been a service platform since 2001 working with a global network of experts to inspire brands such as Nike, Apple, Red Bull, Leaps & USA based Bio-Tech Ventures.

Our springboard with Circle Culture Consulting to challenging briefs & innovation: Environmentalists, Space Engineers, Athletes, Ivy League Professors, Designers, Musicians, Artists, Best-Selling Authors... True lateral thinking does not originate within one team of people. It takes diverse external perspectives to zoom-out in order to break current beliefs and find answers for challenging briefs. Our experience tells us that in-depth interviews with 3 to a maximum of 6 experts with a variety on perspectives to decode the challenge, will lead to eye-opening and winning insights. The photos show an excerpt of in-depth interviews with experts from various challenges.

We are proud to partner with Leaps by Bayer for the third time in a row to conceptualize, design and produce their Annual Review. The Annual Review highlights key milestones achieved by their team and portfolio ventures, biotech investment trends, Leaps’ community engagement activities, and more. Please head to their webpage to download the full report: https://leaps.bayer.com/

We are delighted to announce our new client Birkenstock from Germany. We were successful in a pitch and are now about to start our research and strategy work in the German, French and Uk markets.