This season has been a busy one for our team, with Alter Agents presenting on stages across the globe (from London to Prague to New York) sharing new thinking on behavioral science, creativity, and the values shaping the next generation of consumers.

Exploring behavioral science at MRS London
At the Market Research Society’s Behavioural Science Conference in London, researchers, brand leaders, and agency partners explored how behavioral frameworks are reshaping marketing, innovation, and customer experience. The agenda ranged from Unilever and Kantar’s deep dive into early-stage innovation and “fuels and frictions,” to Cowry Consulting’s work on train cleanliness perceptions, to The Open University’s application of behavioral experiments in campus strategy. The day made clear that behavioral science is becoming foundational to how brands understand and influence decision-making.

Our own Devora Rogers, Chief Strategy Officer at Alter Agents, joined Kate Freed, Group Manager on Snap’s Global Research & Insights team, to present Augmented reality (AR): the modern word of mouth. The session shared findings from a global behavioral science study exploring how AR influences sharing, connection, and purchase decisions. Combining ethnographies, a survey of more than 5,000 consumers, and analysis of 741 branded AR activations, the research revealed that AR drives joy, self-expression, and social bonding, leading to more sharing than traditional content. The findings demonstrated how immersive experiences create measurable behavioral change across the consumer journey, inviting marketers to rethink influence and persuasion for the digital age.

At ESOMAR Congress: The power of creators and connection
From London, Devora headed to ESOMAR Congress 2025 in Prague, to present new global research conducted with Whalar titled Creative convergence: How brands and creators unlock cross-platform impact. The session explored how creators and brands shape culture across digital platforms, and what truly drives engagement, loyalty, and long-term impact.

The multi-modal study combined ethnographies, in-depth creator interviews, and quantitative analysis with a MaxDiff exercise to uncover how creativity translates across channels and what elements spark emotional connection. The findings revealed that the creative dynamics that make content thrive on one platform rarely replicate perfectly on another, underscoring the need for platform-specific strategy and nuanced storytelling.

The research introduced a new set of diagnostic criteria to help brands refine channel planning and align owned content with creator partnerships for greater resonance and ROI. In a fragmented attention economy, Devora emphasized that understanding cross-platform creativity is a strategic imperative for brands seeking to sustain authentic relationships with their audiences.

Advertising Week New York: What really moves Gen Z
Rounding out the season, Alter Agents took the stage at Advertising Week New York with partners from Snap Inc., BBDO, and Dobbino to reveal new findings from a global study of more than 6,000 Gen Z consumers. The session, “Think you know Gen Z?,” challenged long-held stereotypes and shed light on the values truly driving this generation’s choices.

Our Chief Research Officer Heather O’Shea shared in the discussion and explored how Gen Z defines status through integrity and impact rather than wealth or image. The research showed that this cohort rewards honesty, inclusivity, and hard work, offering brands a roadmap for more authentic engagement.

Looking ahead
Our event calendar isn’t slowing down anytime soon. Next up, Heather O’Shea, Chief Research Officer at Alter Agents, and Ryan Huff, Lead, Global Research & Insights at Snap Inc., will take the stage at ESOMAR Trends Horizon North America in Washington, D.C. November 5-6. Their session, Beyond trends: What really moves Gen Z, will reveal findings from a multimodal global study uncovering the deeper values that drive Gen Z’s engagement, advocacy, and purchasing decisions.

We’re also celebrating closer to home. On October 14, we’ll host a special invite-only dinner in Santa Monica as part of our 15-Year Anniversary Road Show. It’s one of several gatherings across the country designed to thank clients, collaborators, and friends who’ve helped shape our journey and to toast the next chapter of curiosity and collaboration.

Stay tuned for more updates, new research launches, and event highlights as we continue to explore what truly drives human behavior.