Welcome to Follow the Rabbit where we pull back the curtain on our cultural research process. We're Igor and Johannes, two endlessly curious minds who've built our careers on exploring the ever-shifting landscape of culture. Join us as we work with the garage door up, sharing not just our findings, but our entire journey of discovery. Whether you're a curious mind, a fellow researcher, or a potential client, Follow the Rabbit offers a unique glimpse into how we map, frame, and engage with culture. Follow the Rabbit is a Known Unknowns production