Understanding the
We have studied women across the full spectrum of health, wellness, and beauty. From complex healthcare journeys to everyday rituals of self-care and aging, our work explores how women think about their bodies, their health, and their identity.
modern woman
Understanding
the
We have studied women across the full spectrum of health, wellness, and beauty. From complex healthcare journeys to everyday rituals of self-care and aging, our work explores how women think about their bodies, their health, and their identity.
Modern
Woman
THE EVOLUTION OF OUR
MODERN WOMEN Intelligence
2008-2013
Identifying the cultural signals behind the rise of the modern female entrepreneur
Our early research revealed that millennial women would redefine the economy. Gender would become an industry as women moved beyond traditional corporate paths to build businesses, side hustles, and new cultural influence. This shift created billion-dollar brand opportunities and informed our view of the modern woman where health, wellness, and beauty intersect.
2015-2018
Cultural Immersion™
We developed Cultural Immersion™, a proprietary methodology designed to uncover insight beyond traditional category boundaries. In conversations with emerging founders and immersive cultural research, we explored a new generation of entrepreneurs . These conversations revealed early signals of a shift toward founder-led brands, identity-driven businesses, and the rise of millennial entrepreneurship.
2019-2021
The Shift to Self™. Identifying a movement before it had a name.
We interviewed hundreds of women 40+ and uncovered a profound reframing of midlife. We identified emerging cultural shifts around aging, reinvention, identity, health agency, and purchasing power before menopause became a mainstream media conversation. We identified the shift. Then we watched the culture catch up.
2022-2024
Commercial applications in menopause.
- Defined the role the brand would own in the menopause space
- Identified segmentation and purchasing drivers
- Clarified blind spots internal teams couldn’t see
- Built a prioritization blueprint for growth
2025+
Our latest research explores how AI is rewriting the brand playbook. As women increasingly turn to AI to navigate decisions across health, wellness, and beauty, brands must rethink how they show up in moments of discovery and trust.
+
CATEGORY EXPERIENCE
Away Co-founders, Jen Rubio & Steph Korey
The AI Inflection Point.
Stripes Beauty Founder, Naomi Watts
Download: How AI is Reshaping the Brand Playbook
Parkinson's Disease
Pneumococcal Meningitis
Population Health
Sexual Dysfunction
Skin Care
Smoking Cessation
Stroke
Schizophrenia
TIA
Vision
Weightloss
Women's Health
ADHD
Addiction
Anti-Aging
Atrial Fibrillation
Auto Immune Diseases
Beauty / Cosmetics
Bipolar Disorder
Cancer / Oncology
Cystic Fibrosis
Depression
Diabetes
Eye Care
Gastrointestinal
High Cholesterol
Health and Wellness
HIV
Hospital Health Systems
Insurance Providers
ITP
Medical Devices
Multiple Sclerosis
Obesity
Orthopedics
Osteoperosis
–
CATEGORY EXPERIENCE
Our work spans therapeutic areas, consumer industries, and global brands. From healthcare systems to beauty innovators, we’ve helped organizations decode cultural shifts about modern women and translate them into strategic advantage.
2008-2013
Identifying the cultural signals behind the rise of the modern female entrepreneur
THE EVOLUTION OF OUR modern women
INTELLIGENCE
Our early research revealed that millennial women would redefine the economy. Gender would become an industry as women moved beyond traditional corporate paths to build businesses, side hustles, and new cultural influence. This shift created billion-dollar brand opportunities and informed our view of the modern woman where health, wellness, and beauty intersect.
2015-2018
Cultural Immersion™
We developed Cultural Immersion™, a proprietary methodology designed to uncover insight beyond traditional category boundaries. In conversations with emerging founders and immersive cultural research, we explored a new generation of entrepreneurs . These conversations revealed early signals of a shift toward founder-led brands, identity-driven businesses, and the rise of millennial entrepreneurship.
2019-2021
The Shift to Self™. Identifying a Movement Before It Had a Name.
We interviewed hundreds of women 40+ and uncovered a profound reframing of midlife. We identified emerging cultural shifts around aging, reinvention, identity, health agency, and purchasing power before menopause became a mainstream media conversation. We identified the shift. Then we watched the culture catch up.
2022-2024
Commercial applications in menopause.
- Defined the role the brand would own in the menopause space
- Identified segmentation and purchasing drivers
- Clarified blind spots internal teams couldn’t see
- Built a prioritization blueprint for growth
2025+
The AI Inflection Point.
Away Cofounders, Jen Rubio & Steph Korey
Stripes Beauty Founder, Naomi Watts
Download: How AI is Reshaping the Brand Playbook
navigating oncology diagnoses.
managing autoimmune disease.
negotiating insurance systems.
reframing aging through beauty.
We've studied women
We've Studied the Modern Women.
navigating oncology diagnoses.
managing autoimmune disease.
negotiating insurance systems.
reframing aging through beauty.
We've studied women
Women’s Health is a System. We’ve Studied the System.
Women’s health is accelerating. Capital is flowing. AI is reshaping access. Consumers expect personalization, transparency, and autonomy at scale. The future of women’s health will belong to those who understand both the cultural undercurrents and the commercial implications.
PARTNER WITH US
