Client: Brilliant & Bloom
Services: Cultural Intelligence, Hybrid Intelligence, Ethnographic Interviews, Netnography, Cultural Opinion Leaders Program, Psychological Framework Design for IDI, Quant + Qual Analysis, Human AI Lab Integration, Synthetic Personas, Community Building
When Brilliant & Bloom set out to redefine how brands understand adults 50+, they partnered with Trybes to create the world’s richest dataset on this audience, combining ethnography, psychology, and Human-Centric AI across seven markets.
The research project decoded the values, behaviours, and aspirations of Seasoned Achievers™: affluent, active, purpose-driven individuals shaping the culture and consumption of the 50+ market worldwide.
The insights fed into B&B’s AI engine BABLE™, equipping brands with the intelligence to speak authentically to the 50+ audience and design products, services, and messages that truly resonate.
“What if the most powerful generation alive is also the least understood?”
For decades, adults over 50 have been misrepresented, reduced to stereotypes of decline or retirement. A mere 10% of marketing budgets come their way. Yet they control a massive 70% of disposable income.
Brilliant & Bloom, founded by advertising leaders Mark Watkins and Peter Moss and tech maverick Dev Gadgil, set out to challenge that blind spot. How? By building an insight intelligence to help brands and projects deeply understand the 50+ market, starting from their influencers: The Seasoned Achievers™.
To succeed, they needed to generate the best dataset in the world around 7 markets. They needed a research partner able to decode human complexity, to understand not just what people 50+ do, but why they do it, and how they want to be seen, spoken to, and supported in their needs.
That’s where Trybes came in.
“We weren’t just decoding consumers. We were decoding human beings.”
— Martina Faralli, Psychologist & Research Lead, Trybes