Equipping brands to innovate and communicate with empathy by applying a human-centric lens to economic and societal trends

Keeping Up With The Pace Of Change

Our world is changing at an unprecedented rate. Societal transformation, political polarization, supply chain issues, impending recession, low unemployment, rising mental health awareness, and so many other factors are combining to dizzying effect in people’s lives.

As brand and insights leaders, it is our role to guide our companies forward, demonstrating understanding and empathy for people’s circumstances. Knowing what they are going through is important. Knowing how that makes them feel and how it will influence their behavior is essential.

GutCheckonomics Puts You In Consumers’ Shoes

To help brands grasp the impact of current events on their target audiences, GutCheck created GutCheckonomics – a practice that applies the human-centric principles of Agile Human Experience Intelligence to economic and societal trend data, delivering insights that reveal how to better connect and engage with people during turbulent times.

Exploring how real people are feeling and reacting to the fast-evolving world around them, and understanding the experiences are shaping their mindsets and planned future behaviors, GutCheckonomics gives brands deep insights to ensure their innovation and messaging is rooted in empathy.

Latest GutCheckonomics Insights & Reports

GutCheckonomics Wave 2 Report

In our 2nd report exploring how real people’s emotions, needs, and behaviors are changing amid economic and societal turbulence, we have seen some big shifts in their optimism and planned spending.​

The Stability Of Personality
In this, our 4th blog post helping brands to understand people’s multidimensionality, we explore how personality is more of a constant than needs, emotions, or context, and how brands can use that to develop messaging that continues to connect.
Coming Soon:
  • Just what are people planning to do this summer as recession looms and the pandemic lingers? (infographic)
  • How to understand consumer needs more deeply amidst economic turbulence (blog post)
  • How are people talking about their mental and physical health, and what can we learn from how they express themselves? (infographic)
  • Join us at The Quirk’s Event, NYC – where we will reveal new data and insights to help brands plan for 2023
Renee SmithEconomic Thought by Renee Smith, PhD, Chief Research Officer

“Economists and other experts know that consumer psychology influences the ups and downs of the economy by driving purchasing, saving, and investing behavior. A robust, up-to-date understanding of peoples’ psyches is crucial for brands during these pandemic-tinged, economically uncertain times.”

In Case You Missed it

Inaugural GutCheckonomics Report

Explore our first report revealing how different generations, and income-level cohorts are feeling about major economic and societal issues, their mental, physical, and financial health, and the plans they have for this summer.

What People Need Right Now, And How Brands Can Support Them

(Part 1 of a 4-part blog series helping brands think like real people) In any time of accelerated – and turbulent – economic and societal change, it can be difficult for brands to understand how the people they serve are both coping with and…

Context Is Key To Dialing In Your Brand Empathy

(Part 2 of a 4-part blog series helping brands think like real people) Welcome to our second blog post exploring how current economic and societal pressures are impacting real people and how brands need to stay close to their evolving mindsets in…

Discovering Authentic Emotions

In this, our third blog post exploring how economic and societal pressures are impacting real people, we’re going to be exploring the role that understanding humans’ emotions plays in helping brands innovate and communicate with empathy…

CEO Thoughts: How Brands Weather The Storm

GutCheck CEO, Rob Wengel, shares his perspective on how brands can succeed during changing times by staying as close to people’s emotions and needs as possible.

Helpful Resources


How to Grow in an Uncertain Economy

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Slide Deck

How to Grow in an Uncertain Economy

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