Understanding the consumer is at the core of our work at Kuudes. All our work is built on exceptional insight into the changing emotions and needs of the consumer. We believe the trend with informed consumption is the most relevant and impactful trend at the moment, re-shaping all industries, affecting all brands.

Why do we need consumer insight?

As a starting point for our insights work, we have conducted in-depth consumer studies in both Finland and Sweden. These The Informed Consumer studies provide us with a unique understanding of the values and attitudes as well as the trends that shape the consumption choices of the consumers in these markets. Additionally, they provide us with comparative data on how these countries differ – which they do in many aspects.

Our studies combine a broad quantitative study, qualitative home-interviews with a wider societal context about emerging societal changes through cooperation with academic professionals in both Finland and Sweden.

The data from our studies in both Sweden and Finland provide us with findings that with the expertise of our insights team can be customized to different branches, brands, products and services. We have a solid knowledge on how to implement data from the Informed Consumer studies in the following type of projects:

Contact us by giving us a challenge to solve and
we will put together a suggestion on a solution for it!



Publication of our study “8 windows on the future”
in association with TNS Gallup


Start of our study: “The Informed Consumer”
Qualitative interviews x 38 and quantitative
research n=1100


Release of “The Informed Consumer”


Publication in the International
Journal of Marketing Studies

December - January

Qualitative interviews x 8


Publication in Kuluttajatutkimus.Nyt


Release of first update


Quantitative research n=1100,
Qualitative interviews x 9


Release of second update

May 2016 - January 2017

“The Informed Consumer” in Sweden
Quantitative research n=1100,
Qualitative interviews x 30

The Informed Consumer

“Taking crowd funding to a whole new level, the New Museum in NYC is collaborating with Kickstarter to sell its projects right out of the museum’s gift shop.” psfk.com #theinformedconsumer #tiedostavakuluttaja #psfk #kickstarter #newyork #newmuseum #crowdfunding #collaboration
“Taiwan-based architecture studio Miniwiz has come up with an environmentally friendly solution: TRASHPRESSO, a traveling solar-powered recycling plant that turns trash into tiles. TRASHPRESSO takes local waste and recycles it into tiles for use in architecture. The mobile recycling plant is in a 40-foot container platform that a trailer truck can transport, and Miniwiz says the plant opens up similar to how a satellite unpacks in orbit. It can recycle plastic and fabric waste, running on solar power. Garbage is “washed, shredded, melted, and molded” into architectural tiles, and the water to clean the trash is reused in the process.” text by Lacy Cooke. Images courtesy of Miniwiz. Inhabitat.com #theinformedconsumer #tiedostavakuluttaja #trashpresso #inhabitat #trashpresso #recycling #taiwan
NANDO’S Art Programme. “Even a global chain of 1000 restaurants has to answer to people’s need of significance. Nando’s support over 320 artists and own the largest collection of African contemporary art displayed internationally in their restaurants.” Cape Town trend report by Studio H. #theinformedconsumer #tiedostavakuluttaja #trendreport #capetown #nandosartprogramme #significance #artproject #studioH #linkinbio
“While the Philadelphia Museum of Art is undergoing a major expansion, it does not mean that access to the art inside is limited. The construction wall surrounding the building site has been turned into an outdoor gallery.” popupcity.com #philadelphiamuseumofarts #urbanculture #art #outdoorgallery #philadelphia #theinformedconsumer #tiedostavakuluttaja #popupcity #kaupunkikulttuuri
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The Kuudes Concept Lab is a customising workshop package for businesses seeking to accelerate their concept development processes and make their concepts more customer-oriented. The workshops focus on customers and come to grips with their everyday lives using our Aware consumer tool and ethnographic research methods.

For more information about Concept Lab