PSFK examines
trends in major corporations. The company does
innovation research for corporate clients to determine trends and consumer behaviors. PSFK offers corporations the market research platform, weekly newsletters, and retail innovation strategy including trends research and store design. The retail strategy firm also has a library of many trends research reports. It was founded by
Piers Fawkes in 2004. The name is from the mixed initials of Piers Fawkes and his friend Simon King. Fawkes ran his own website with a
blog. He relocated from London to New York and started covering technology and other trends on his blog, which formed the basis for PSFK. He worked as a
dog walker and other odd-jobs until he started his
startup. His first client was
Anheuser-Busch. They had seven employees as of 2011. Clients include
Coca-Cola,
Target Corporation,
BMW and
Procter & Gamble. They publish
The Future of Retail report annually, which covers trends and documentation about
retail sales. chat-bots, Generation Z, metaverse and retail store technology. Their researchers also focus on omnichannel concepts in which customers that have a seamless experience across different “channels,” like social media, phone and in a physical store. In 2011, PSFK partnered with former Vice President Al Gore's
Climate Reality Project to host a competition seeking video games that could help
combat climate change. The results of the partnership were announced at a "Gaming for Good" salon in
New York City. The idea grew out of a PSFK report on "The Future of Gaming." The company offices were located on
Bond Street in New York City. retail strategy reports, consumer research surveys and newsletter advertising. ==Reception==