The last few years have given us plenty to talk about.
Eurovision. Brat Summer. The Lionesses. The Traitors. The Oasis reunion. The Olympics. And the 2026 World Cup, which ended with England securing third place after a rather eventful 6–4 win over France.
Every so often, something cuts through and pulls people into the same conversation. It takes over group chats, fills social media feeds and gives families, friends and even strangers something to discuss.
It can also change our everyday behaviour. We might buy different food, spend more time with certain people, try a new app, notice an advert or watch something simply because everyone else is talking about it.
That is exactly why brands and researchers want to hear from real people when a sporting tournament, television programme, festival or cultural trend captures the public’s attention.
Cultural moments bring people together
There is something special about a shared event.
Perhaps your family are big rugby fans, so the Six Nations is one of the few times you can get everyone into the same room. Maybe Eurovision means hosting a party and stocking up on snacks and drinks for your guests. You might stay up late watching the Olympics or become invested in a television programme because everyone at work is discussing it and you do not want to miss out.
These moments influence what we watch, buy, eat and talk about, often without us giving it much thought.
A food company might want to understand what people serve while watching a match. A broadcaster could explore whether viewers prefer live television, highlights or clips on social media. A retailer might be interested in whether an event encouraged people to buy merchandise, decorations or something new to wear.
Market research gives people the opportunity to explain the real decisions and experiences behind those choices.
One moment, many different experiences
Major cultural moments can make it seem as though everyone is sharing the same experience. In reality, no two experiences are quite alike.
Ahead of the 2026 World Cup, we asked members of the Angelfish Opinions community to complete a short Pulse survey about their plans. Angelfish Opinions is our community of people who share their views on topics including sport, entertainment, shopping and everyday life.
Here is what they told us:
- Almost six in ten expected to watch mainly at home.
- Around one in five planned to watch alone.
- Almost one in five did not intend to watch the tournament at all.
These answers show how differently people can experience the same event. For some, the World Cup meant lively gatherings with friends and family. For others, it meant a quiet evening at home, occasionally checking the score or choosing not to follow the tournament at all.
There is no single “typical” football fan or World Cup experience. One person might watch every match surrounded by friends. Another might only tune in when England play. Someone else may try their best to avoid the tournament altogether.
All of these perspectives are useful because market research needs to reflect the full range of real-life experiences, not only the most enthusiastic or visible ones.
You do not need to be an expert
People sometimes assume they need specialist knowledge to take part in research about a major event.
They do not.
A researcher might want to speak to lifelong football supporters, but they might also need casual viewers, parents watching with their children, people who became unexpectedly invested or those who were not interested at all.
The same applies beyond sport. You do not need to be a music expert to discuss a festival or understand television production to explain why you loved a series, stopped watching halfway through or never started it in the first place.
There are no right or wrong answers. Your honest experience is what matters.
Cultural moments can also attract people who would not usually consider themselves part of the audience. Someone who rarely watches football might get swept up in an international tournament. Someone who normally avoids reality television might start watching The Traitors because their friends or colleagues will not stop talking about it.
Those unexpected reactions can provide some of the most interesting insights.
What could taking part involve?
Research linked to cultural moments can take many different forms.
You could join an online focus group, take part in a longer online community or keep a short diary showing how your experiences and opinions change throughout an event.
You might be asked about:
- Advertising you noticed
- Food and drink choices
- Television coverage
- Merchandise or ticket buying
- Apps and social media
- Who you experienced the event with
- What you enjoyed or disliked
Paid market research projects usually include an incentive as a thank you for your time. We may also invite you to complete one of our shorter Pulse surveys, which help us capture a quick snapshot of what our community thinks about a topical subject.
Brands can already see viewing figures, sales and website visits. Those numbers show them what happened, but they do not always explain why.
That is where your voice comes in.
Perhaps you selected a particular snack because it was easy to share. Maybe you preferred watching at home because pubs were too busy. An advert might have made you laugh, changed your opinion of a brand or completely passed you by.
These everyday details help organisations understand how people really live and make decisions. They can then use those insights to develop better products, services, advertising and experiences.
Make your opinions part of the conversation
Join the Angelfish Opinions community to receive email invitations for paid market research opportunities that match your profile.
Projects could cover the World Cup, the Euros and other major tournaments, as well as entertainment, food and drink, technology, health, family life and much more. We will also invite members to take part in future Pulse surveys about the topics everyone is talking about.
You do not need to be an expert. You just need to tell us what you really think.
