Vickie Abrahamson (left) and Mary Meehan’s new business gets underway with the launch of an ongoing study called Foresights, with which they plan to identify “emerging consumer shifts that signify a change in mindset and consumption patterns”.

The research aims to throw light on what motivates the behaviour change and which demographics and product categories are most likely to be affected.

Abrahamson and Meehan left Iconoculture in February, 18 years after setting it up. Both held the post of executive vice president up until their departure.

Iconoculture continues to be led by Dan Frawley, CEO since December 2002. Late last year the Minnesota-based business unveiled plans for a European expansion led by two former GfK executives, Nick Chiarelli in London and Anders Brogren in Sweden.