Publicis Conseil Launches 'Is Night the New Day?' Study

Publicis Conseil launches its study 'Is night the new day?', which deciphers the cultures, behaviours, and opportunities that night can represent for brands.

With the first volume of its Cultural Jam research, this study combines the power of data science with the intelligence of strategic planning.

In total, four million data points from social networks were collected, collated, and analysed. The various sources (from Spotify to Waze, via open data), reveal culturally relevant signals for brands. Immersed in the world of nightlife in an unprecedented way, the study explores in depth nightlife behaviour and culture.

"Popular culture has always been the essence of change, fuelling both ideas and strategies. Inspired by these transformations, we have created the 'Cultural Jam' observatory to decode these emerging cultural trends," comments Alexandra Evan, vice president of Publicis Conseil.

"Our study ‘Is night the new day?’ explores who we are at night and what place exists for brands. It is the result of two years of work that began a few months before the pandemic," adds Ghita Lemhandez, global strategy director, Publicis Conseil.

"Where planning and data meet, we have established a customised methodology that allows us to efficiently combine social listening, quantitative and qualitative studies and interviews," concludes Florian Baron, head of data Publicis Conseil.

The study is available on request here.