Group cultural study is viewed as one step prior to product development, advertisement design and marketing, and it also lays a foundation for future study of consumption trends. Hence it is often pursued by related institutions. Since its founding in 1999, HorizonKey has made great efforts in group cultural studies and deeply explored groups’ values, lifestyles and consumption behaviors through its own powerful and self-designed research model, includuing unique qualitative methods such as “the illustration method”, “family observation” and “workshop.” To date, HorizonKey has conducted studies of migrant populations, blue- and white-collar workers, the middle class, and the post-90s generation. HorizonKey will continue to pay attention to emergent cultural phenomena in new social groups while pursuing our curiosity about their mentality and behaviors. Furthermore, HorizonKey will also return to existing social groups to compare and confirm the qualities of different group cultures and their relationships.