PROJECT COOL

Cool is a defining characteristic of our culture today. It’s a word used frequently to describe many aspects of life that we aspire to, or want to associate with.

Past research reveals that in many markets it is important for a brand to be seen as ‘cool’. Many of the brands we buy are cool, so for some businesses it is a crucial contributor to the health of their brand - especially ones involving lifestyle choices where the consumer is discerning.

Here at Celsius Research and Pureprofile we were intrigued by this cultural phenomenon. How would one uncover the essence of cool, this intangible but highly sought after attribute? As a first step we looked at measuring who is cool, to then uncover why they are cool.

A further study explored the relationship between a brand’s performance and its image as being cool, and the extent to which the drivers of ‘people cool’ are the same as ‘brand cool’.

Find out more about our key findings >

For over a decade Pureprofile has facilitated authentic connections between people and brands.

Our platform empowers individuals to build their own profile, enabling companies to better engage, understand and activate consumers by accessing an organised view of each person’s interests and preferences.

This approach to delivering relevant and authentic profiles of consumers creates greater return on investment for business. With a responsive and valuable audience, we match profile data to relevant surveys ensuring you receive deeper, richer, and more meaningful insights.

WHAT DRIVES COOL?

KEY FINDINGS

TALENT TIME

SEE HOW THE
WOMEN RANKED

RESEARCH METHODOLOGY

SUBSTANCE
REQUIRED

UNCOVERING
COOL

SEE HOW THE
MEN RANKED

BEAUTY, BRAINS
OR BRAWN

CELSIUS RESEARCH

PUREPROFILE

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