Iconoculture is a cultural trend research firm headquartered in Minneapolis. The company has been charting the course of consumer culture, blending consumer-facing research with client-focused advisory services, to help Proteus translate key cultural trends into actionable ideas for its clients. Iconoculture's definitive approach to market research and strategic analysis uncovers the "why" behind the "what" of consumer behavior, identifying the values and motivations driving emerging innovations, opportunities and imperatives across the marketplace and around the world. Iconoculture helps Proteus understand what's going on out there, why it's happening, where it's headed and what it means for its clients.