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TrendSegments: To Kill a Gatsby or Catch Him in the Rye in 1984

  • 2023/02/01
  • by Sarah Binns

To Kill a Mockingbird by Harper Lee ranks highest among American adults; respondents selected the novel 149% more than the average book as their favorite. ...

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TrendSegments: Cheese, Yum; Cake, Yum; Cheesecake, Double Yum

  • 2023/01/19
  • by Jordan Boeder

We use our favorite MaxDiff experiment to determine which desserts Americans like best and least. Cheescake is the winner!

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TrendSegments: Nostradamus Could Never

  • 2023/01/11
  • by Jordan Boeder

Well, Americans' relentless optimism is on full display yet again, as they think 2023 will be better than 2022.

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TrendSegments: The Good, The Bad, and Even the Ugly

  • 2022/12/21
  • by Brendon Ellis

People are more likely to make tradeoff decisions based on what they don’t want (57%) than what they do want (43%).

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TrendSegments: Battle of the Band (Name)s

  • 2022/12/07
  • by Jordan Boeder

Americans voted The Rolling Stones as the best band name, followed by the Beatles, and Earth, Wind, and Fire. Sure, Jan.

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TrendSegments: Tales from the Trunk

  • 2022/11/16
  • by Kyle Block

We adopted a baby elephant from the Sheldrick Wildlife Trust on our Gradient reunion in Kenya.

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TrendSegments: Panic! At the Deserted Island

  • 2022/11/02
  • by Brendon Ellis

We asked Americans what they would need on a deserted island. Respondents prioritized a water purifier above all other survival gear.

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TrendSegments: Star Studded Streets

  • 2022/10/19
  • by Jordan Boeder

55% of Americans have seen a celebrity and about three-fourths (74%) of them have seen more than one. How people react to celebs differs by generation.

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TrendSegments: American Idol, GOAT Edition

  • 2022/10/05
  • by Cory Manento

We used a MaxDiff experiment to determine who is the greatest singer of all time.

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