Find out how audience insights can drive cross-brand advertising partnerships, inform business and marketing strategies, and support content production. We at InSites Consulting are excited to announce our collaboration with Condé Nast Performance Labs in its latest efforts to better understand its audience and inform marketing strategy across its many publications.
Condé Nast’s brand portfolio includes some of the world’s leading publications dedicated to style, beauty, fashion, tech and lifestyle (Vogue, Wired, The New Yorker, Glamour to name a few). Our collaboration zeroed in on the question: what opportunities arise when we look at the intersection between different passion points?
Together, we examined the correlation between fashion and technology. By surveying 1,200 people between the ages of 13-49, categorized into two test groups: fashion conscious consumers who engage with Condé Nast publications related to style content, and the national sample, who do not.

Here’s what we found: there is a correlation between fashion and technology, as early adopters of style trends are also more likely to become technology trendsetters. This correlation translates to sales, with fashion-conscious individuals spending twice as much as the national sample on the latest consumer technology – the newest iPhone models, smart home devices, and VR- and AR-enabled products.
Cara Pantano, Senior Manager of custom and primary research at Condé Nast, speaks to the versatility of these data (which we at InSites are particularly jazzed about), saying that

“The provided data presents opportunities for brands and publishers to take advantage of an untapped demographic of fashion and tech enthusiasts… an overlap that marketers are currently neglecting. By smartly combining quantitative data with qualitative plug-ins, the research design was the key to versatility, because it paved the way for decision making across marketing, business and content strategies.“ (source: Glossy)

On the business side, Stephanie Fried, EVP of research, analytics, and audience development at Condé Nast, said

“Technology brands that advertise in publications like Wired and The New Yorker can use the information to consider investing in fashion and style publications. On the editorial side, the studies can be used to inform content strategy and serve as the genesis for new verticals.” (source: Glossy)

As the need for customer-centric decision-making grows across business categories, so does the importance of developing scalable research that lends itself to many applications. We’re thrilled to have taken this step with Condé Nast Performance Labs and look forward to continuing our mission of taking research versatility to the next level.
Want to find out more on Condé Nast’s study on the future of fashion and tech? Check out the full press release! Or visit insites-consulting.test/square and find out more about our proprietary and versatile research engine, the Square, offering an integrated suite of qualitative and quantitative research solutions & state-of-the art tools and techniques, allowing research to increasingly follow the pace of your business.