We examine changing consumer spending habits for Forbes
Alter Agents CEO Rebecca Brooks on why the same purchase can mean very different things, and what brands should learn as consumers spend less.
Rebecca Brooks explores what AI could cost us in Forbes
Alter Agents CEO Rebecca Brooks asks in Forbes what we risk losing as AI automates research, and why human judgment still matters.
From insights to impact: we write for MarketingProfs
What makes thought leadership worth reading? Devora Rogers writes for MarketingProfs on turning original research into thought leadership.
Swimming in the data with Katie Zmijewski
Katie Zmijewski, Research Director at Alter Agents, joins Change Agents to share the early-career project that first showed her what deep strategic thinking looks like, how she thinks about finding “flow state” in research work, and what makes a segmentation actually stick instead of becoming another one clients feel burned by.
Men embrace new money-saving habits as coupon use, sale shopping and rewards card use climb, Alter Agents study finds
New Alter Agents research shows a sharp rise in money-saving habits among men, from coupon searches to store-brand switching
When convenience stops feeling convenient: we write for Retail Touchpoints
Shopping has more tools than ever, so why does it feel harder? Alter Agents research explores the paradox of convenience.
Gaz Alushi of Whalar: Why creators deserve a place in the media mix
Gaz Alushi, Global President of Measurement and Analytics at Whalar, joins Change Agents to share how he brought traditional media measurement discipline to the creator economy, the early-career lesson that convinced him honest data always wins, and why he’s bullish on AI as a facilitation tool but skeptical of it as a replacement for human insight.
Preparing for the 2028 Olympics during a period of consumer caution: Rebecca Brooks writes for Forbes
Alter Agents’ Rebecca Brooks explores how consumer caution and eroding trust will reshape brand marketing for the 2028 Olympics.
What the trust recession means for advertisers: Heather O’Shea writes for Advertising Week
Alter Agents’ Heather O’Shea breaks down the “trust recession” and why consumers now second-guess even routine purchases.
Growing From Your Core: Super Consumers, Community, and AI with Brian Aucoi
Brian Aucoin, a marketing consultant with over 25 years of experience across brands like Xbox, Disney, Mattel and Gooder, joins Change Agents to share the 2007 research insight that redirected a major restaurant chain’s media strategy, what building segmentation from scratch taught him, and how brands should approach AI without losing the human edge consumers still value.
Are Your Customers in a Trust Recession? Devora Rogers Writes for Research World
Consumer trust is shifting. Learn how economic strain and tech disruption are reshaping brand trust — and what brands can do to win cautious shoppers back.
Rebecca Brooks on the trust recession: Why shopping feels like work now
Alter Agents Founder and CEO Rebecca Brooks joins Change Agents to unpack findings from the company’s long-running Consumer Sentiment study — what they’re calling the “trust recession,” why loyalty has quietly become risk mitigation, and what brands need to do to earn consumer trust back.