The human age is here. We have graduated to a new business age that demands great empathy with our consumers, a deep understanding of culture and a vigilant eye on the future. At Miller Coors, we created a Human Experience (HX) team tasked with deriving actionable human insights at the intersection of consumers, culture, and commerce. Traditional market research methods and approaches are often too limiting for this type of research, and we had to find a way to learn and to explore that focuses on more abstract human experiences and cultural shifts and moves away from business-specific research. We will share, along with our partner Waterson Garner, how we approached research to understand the cultural phenomenon that is the Rural and Urban Bifurcation, making sense of the what makes Rural and Urban Americans similar and different, and how that difference plays a role in identity formation.