What's Driving Behavior

CultureWaves: The Behavior Science Company

CultureWaves has been a pioneer in the study of need-based behavior since 2006.

Competitive Advantage

We are a transformative behavior science company specializing in the observation, documentation and translation of human behavior.

Actionable Insights

We convert our need-based behavior observations into actionable consumer insights and leverage our learnings to help you better engage current and future customers and build superior brands.

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When in search of your most promising audiences for relevant messaging and innovation.


A SCOUT is an overview of a category, showing where it was, where it is, and where it’s headed.


A DIVE is a more extensive examination of a category that provides the evidence, the evolutionary timelines, and the “why” of that evolution.

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"I," Brand

The companies who are truly successful, that retain a consumer advocacy, understand that finding real-world relevance to the consumer’s life is paramount.

Are You Ready?

Consumers' needs and motivations change daily–are you ready?

We monitor cultural trends and market innovations on a real-time basis, complementing your reported data with observational behavioral data to ensure you have a whole perspective and know what’s really happening in your marketplace today, and what will happen tomorrow.

Our B2C world has changed to C2B–are you ready?

Rules of engagement have permanently changed. We help clients understand what it takes to create two-way lasting “connections” with consumers along the engagement journey.

Relevant and timely messaging defines success today–are you ready?

We go deeper into understanding consumer motivations and needs to help brands be relentlessly relevant.

The Power of WHY... will help you be ready.

Data alone can’t bring you new customers. Can’t keep up with why consumers change. Can’t predict your competition’s innovation. Can’t give you the right words to say to build loyalty. It’s time to use your data with a human touch to understand the “whole consumer.” You need a path to predict what they’ll do next, and what you need next, and what needs are driving their “why buy?”

We know why.

We add the "why" to the "who, what, when and where"

CultureWaves is obsessed with leveraging the “Power of Why.” We convert our need-based behavior observations into actionable consumer insights to help you take full advantage of emerging trends, better engage current and future customers, and build superior relevant brands.

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We bring data to life

We take the most cutting-edge behavioral aspects of life and turn them into relevant insights that have the power to change purchasing behavior.


Our reports offer actionable audience identification based on observed behavior.

Category Insights

A quick update on key category insights supported by consumer and/or market behavior examples.

Custom Reports

A targeted look at what is influencing a category. Can be custom designed to include flavor curves, adoption timeline and behavior segmentation.


A visual, at-a-glance insights reference.

Speaking Engagements

We can speak at events, trade shows, and inter-company gatherings.

Ideations & Brand Immersions

We offer immersive, experiential workshops that showcase opportunities for your company with tactile exercises and dining experiences.

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Give Us A Try

Give us a call today at (800) 545-4085 or reach us with the form below and we’ll get back to you shortly.

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