Life in Motion
TM
"People don't stand still.
Our research moves with them."
Our signature framework for mapping real-life shifts and finding opportunity in motion.
Helping brands catch people in motion
Today's consumers are navigating identity shifts, life stage transitions, and cultural changes that disrupt habits and reshape decisions.
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But most consumer research and marketing approaches assume people are static, or sorted neatly by age or some other demographic.
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Life in Motion helps brands see the real shifts that drive behavior - and act when change is in progress.
TM
'People don't change because of age. They change because something changed.'
Dana Keilman, CEO & Co-Founder, Morning Light Strategy
What is Life in Motion ?
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Life in Motion is our signature framework for mapping how people actually move through change, so brands can spot the behaviors and emotions that signal opportunity.​
Understanding Our Approach
We break life transitions down into 4 questions:
01. What's Changing?
Identify the type of life transition (e.g. lifestyle, health, identity).
02. How does it Feel?
Understand the emotional valence (positive, negative, mixed) and emotional intensity.
03. What do People do?
Spot behavior shifts: starting something new, stopping something old, or switching to something different.
04. Where's the Opportunity?
Link behavior shifts to actionable business implications across innovation, messaging, experience, and targeting.
How It Comes to Life
Behind the framework are real questions about real people. These are the shifts brands often miss, until they start asking differently.​
What does it mean for snack choices when a 28-year-old moves in with their parents again?
How does a 52-year-old navigating divorce shop differently for beauty & wellness?
Does a 40-year-old's outlook on fitness change when they go from weekend warrior to first-time caregiver?
How does a 70-year old approach leisure travel differently when the grandkids are old enough to join in?
From individual experiences...
" I didn't realize how much my grocery shopping would change until I started caring for my dad everyday."
Female, 54
" Travel means something totally different to me now that my kids are in college."
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Male, 65
" Since my job went hybrid, I've completely changed how I shop for clothes and lunch options."
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Female, 28
" I used to pick my fitness routine around socializing with friends; now it's about keeping my energy up for my toddler"
Male, 42
...to powerful patterns that shift markets
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Which transitions most disrupt everyday habits in your category?
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What shifts create openness to new products or switching providers?
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Which moments spark trial of new brands?
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What transitions unlock entirely new demand?
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![example graph showing Top Transitions Driving Change in [Category] with 3 blue bars](https://static.wixstatic.com/media/e4f626_1f59757d40c541068664156c9f158430~mv2.png/v1/fill/w_398,h_423,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/graph.png)
From insight to impact
This is where Life in Motion moves from theory to impact: turning everyday life changes into strategic signals that guide innovation, sharpen messaging, and open up new avenues for growth.
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Spot Hidden Opportunities
Identify tipping points where consumers are most open to trying new products, services, or categories
Sharpen Segmentation & Targeting
Move beyond static demographics to understand when and why people are primed for change.
Future-Proof Innovation
Ground product & experience design in the real shifts that matter; not just who your consumer is today, but who they are becoming
Refine Messaging & Positioning
Tailor communications to the emotional and functional context of a life transition
Examples in Action
Games & Connection
In the board game category, we found a growth opportunity among midlife family managers (adult children and caregivers) looking for ways to bring multiple generations together.
Caregiving & Consumption
We discovered that caregiving creates a "forced innovation moment," where spending, routines, and decision-making shift abrubtly - changes that demographics can't capture.
Breakfast & Life Shifts
Breakfast behaviors weren't defined by age alone, but by transitions like new household roles, health shifts, and work routines - insights that helped a major food company uncover new ways to connect with consumers across their journey.