Looking to the people shaping change

In a fast-changing world, organizations need to understand where new ideas and behaviours are emerging. In this flash report, we introduce Cutting Edgers: a group we examine for the ways they engage with change and innovation.

Combining values and cultural insight

We bring together Glocalities’ values-based research and Cosight’s Cutting Edge Detector to build a picture of this group. The report draws on a Glocalities sample of 23,351 respondents across 20 countries, identifying 2,330 Cutting Edgers, alongside CED research in eight countries.

A profile beyond demographics

We explore the group’s values, lifestyles, activities and media engagement, comparing the profile with the wider population. This gives organizations a way to look beyond broad demographic categories when considering audiences and emerging trends.

Regional contexts and new perspectives

Cutting Edgers share a focus on change, but the report also considers how their outlook varies by region. It explores the tensions that arise across different cultural settings and what these can mean for organizations seeking to connect with people.

From insight to application

The report includes case studies in areas such as finance, personal care and emerging health technologies. At Glocalities, we use values-based audience research to help organizations understand change and make more relevant strategic choices. Download the full report to explore the profiles, regional analysis and applications.