AT THE EDGES
AND THE MAINSTREAM,
TUNED IN TO THE EPHEMERA
AND NOISE OF EVERYDAY LIFE
We leverage a forensic interest in culture and society to help brands grow.
We take understanding culture very seriously - working across the social research and commercial spectrum.
All of our work is grounded in a deep understanding of, and engagement with, academic thinking in this field.
It’s our strongly held view that can’t understand the social without understanding the cultural - and this works both ways.
We take a rigorous approach to research often triangulating methodologies to get to a full understanding for our clients and partners. We can work at speed - and often do for clients with urgent, complex questions.
Cultural and semiotic analysis is a core, foundational component of what we do - alongside primary research which includes ethnography, digital, in-person and autoethnographic approaches, group sessions - in person and online, digital communities, expert and tastemaker interviews and many more. We work all over the world from Hamburg to Hull, Tokyo to Tigard.
Some recent case studies…
1. AI/CREATIVITY
How are tastemakers using AI to enhance their creative practice? How are Gen Z using AI creatively?
An auto-ethnographic study across two European markets for a global tech brand.
2. COMMUNITY
What is the relationship between culture and community? And what does community actually mean to people?
A multi-stage multi-methodologicial study for Reach Plc
3. DIGITAL HEALTH
What are people’s greatest concerns when it comes to digital health and internet safety?
A multi-market longitudinal ethnographic study across the US and Germany for a global not-for-profit.
4. ENTERTAINMENT
What are the perceptions of this globally renowned ubiquitous YouTuber and how are these perceptions either supporting their next steps as a global superstar - or hindering them?
A semiotic and cultural analysis of the brand, star and wider landscape alongside digital ethnographies with the core audience for a global entertainment brand.
5. E-LEARNING
The global e-Learning marketplace is currently estimated to be worth 216 billion dollars and is growing rapidly.
How should our client evolve their journey in this space?
An extensive category and landscape review with expert interviews for a leading not-for-profit.
6. FEMALE ARTISTS
Despite the dominance of female music artists such as Adele, Dua Lipa, Taylor Swift and others - the data reveals that women artists are still underrepresented in the music landscape.
This 18 month, groundbreaking study examined why this was the case…and importantly…what could be done about it.