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A look at what's ahead in consumer culture.

THE CURVE is a trends and consumer insights practice focused on what’s ahead in consumer culture. This site contains a curated synthesis of ongoing qualitative and quantitative research about 18-to-49-year-old adults from NBCUniversal’s Content Innovation Agency department.

The trends, experts, data, and films tell the story of what’s influencing consumers today and what’s shaping culture next, and we highlight actionable insights and opportunities for marketers and brands. By bringing consumer culture to life creatively and quantitatively, The Curve is our starting point for ideation, and we hope it inspires fresh ideas for your businesses as well.

CURVE FILMS is the in-house production arm of NBCUniversal Content Innovation Agency, dedicated to portraying consumer culture in a way that is as entertaining as it is informative. The films use documentary storytelling techniques to convey information and insights from The Curve Report in a way that provides a deep understanding of and connection to the subject matter.

NBCUNIVERSAL CONTENT INNOVATION AGENCY works with you—our advertiser partners—to build innovative and creative marketing campaigns across our vast portfolio of properties. Our work is fueled by a passion for your business, a deep knowledge of our own and, most importantly, an obsession with our shared audiences. It’s what fuels hit television shows and engaging digital experiences and forms the basis of every creative campaign we develop. Simply put, there is no better way to drive real results.

We look forward to working with you to incorporate the insights from The Curve into breakthrough marketing campaigns that resonate with your customers.

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Trends

The Trends are a thematic selection of what's new and noteworthy in consumer culture.

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Experts

The Experts are leaders in influential fields who inform our insights.

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Data

A collection of stories told through statistics that say something powerful about consumer culture.

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Films

Curve Films use documentary storytelling techniques to convey trends in consumer culture.

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News

Breaking stories and new information that you need to know.

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Volume 2
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Volume 4.1: American Man
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Curve Volume 5: America Now
Curve Volume 6: CultureFirst™

Why Shoppers Are Fed Up With Fixed Prices

PSFK, with The Curve Report from NBCUniversal Content Innovation and Creative Marketing, examines the impact of flexible pricing in today’s retail…

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October 21, 2013 – In the world of retail, a ‘one size fits all’ pricing system has been the accepted norm for generations, but why is this? When you stop and think about it, every sales transaction is in some way unique, whether it’s because of fluctuating demand in the marketplace, individual consumer status, or the relative shelf life of that product. What if price could be calculated in real time for every purchase you make?

Based on data from The Curve Report, this same sentiment is shared by a majority of Gen Xers and Ys: As many as 76% of 18- to 49-year-olds are interested in trying a new flexible pricing model, and two-thirds say they prefer pricing that is flexible (66%) over pricing that is fixed (34%). Shifting to a more flexible model could provide opportunity to open up new markets, change buying patterns, reduce waste, and uncover a whole new set of purchasing behaviors among consumers.

In collaboration with the minds behind The Curve Report from NBCUniversal, PSFK is investigating the rise of flexible pricing and how this new trend will shape how brands market their products to individual shoppers and how savvy consumers spend their money.

To read full article on PSFK, click here.

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THE CURVE is a semi-annual report about what’s ahead in consumer culture. It’s a curated synthesis of social shifts, industry trends and quantitative and qualitative research that tells a story of what’s influencing consumers today, what’s shaping culture next, and the actionable insights and opportunities for marketers/brands.

Access will be granted at the discretion of NBCUniversal.

The Curve Report is a great resource to have on hand when you're looking for inspiring ideas.

THE CURVE REPORT is a semi-annual trends and insights book about what’s ahead in consumer culture. It’s a curated synthesis of social shifts, industry trends and quantitative and qualitative research that tells a story of what’s influencing consumers today, what’s shaping culture next, and the actionable insights and opportunities for marketers/brands.

Books will be distributed based on availability and at the discretion of NBCUniversal.

The Curve is NBCUniversal Content Innovation Agency’s trends and consumer insights practice. We invest in this work because we believe it will fuel the best ideas for our advertiser partners.

Questions? Suggestions? Want to talk about what this all means for your business? Get in touch!

INFO@THECURVEREPORT.COM

MARKETING
Christine Escribano
212-664-4625
Christine.Escribano@nbcuni.com
RESEARCH
Yatisha Bothwell
212-664-4901
Yatisha.Bothwell@nbcuni.com
PRESS
Michelle Alban
305-8897585
Michelle.Alban@nbcuni.com
CONTENT INNOVATION AGENCY
Catie Liken
212-664-2089
Catie.Liken@nbcuni.com

How to use this site and becomereally smart in a hurry.

A look at what's ahead in consumer culture.

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Trends

Experts

Data

Films

News

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Why Shoppers Are Fed Up With Fixed Prices

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The Curve Report is a great resource to have on hand when you're looking for inspiring ideas.

MARKETING

RESEARCH

PRESS

CONTENT INNOVATION AGENCY

How to use this site and become
really smart in a hurry.