The how:
We help ambitious brands turn deep understanding of human motivations, context and culture into competitive advantage – blending behavioural insight with commercial clarity.
Our approach is built on a single belief: Only when you understand why people behave a certain way can you influence what they do next.
We call our method the DNA of Human Behaviour – a proprietary, evidence-based framework that reveals the hidden forces driving human action.
It helps brands decode the what, why, and what next of audience behaviour – and turn that understanding into smarter decisions, sharper positioning, and stronger growth.
The DNA Framework:
- Drivers: Deep human motivations, values and emotional needs that guide behaviour
- eNablers: Contextual, social and environmental influences that facilitate (or prevent) behavior
- Abilities: Capabilities, habits and knowledge that shape behaviour
We partner with brands at every stage of the growth journey — from identifying opportunity spaces to refining go-to-market execution.
We cluster our challenges into three key areas:
We decode real world behaviour, context, and cultural signals to reveal actionable growth opportunities.
We mapped an emergent product category to identify new growth opportunities that helped our client triple revenues in this space
We conducted deep foundational work on a category and brand to inform a strategy that led to our client doubling in volume and value
Our toolkit includes
Psychological Frameworks
Scientific and behavioural insight to get to deeper, unspoken human motivationsConsumer Conversations
Interviews and discussions using empathic approaches to gather rich emotional insight and reveal hidden needsDigital Insight
Extract human insights from the wealth of online data, revealing real behaviour and aspirationsForesight of the Future
Our 'Anticipatory Thinking' toolkit is a carefully curate selection of diverse and complementary foresight methodologies (inc. ‘Delphi’ and scenario planning) to map possible futures
We develop behaviourally-informed platforms and ideas that meet human needs and drive growth for your brand.
We created and optimized the concept for an innovation launch which became the UK’s #1 NPD in Sweet Snacking
We developed and refined breakthrough innovation concepts that achieved Nielsen’s highest brand scores in over a decade
Our toolkit includes
Northstar Vision
Guide strategic innovation by defining brands’ role in addressing core human needs in a changing worldGrowth Workshops
Inspiring sessions grounded in the science of creativity to help teams unlock new opportunitiesAgile Innovation
Co-create alongside early adopters and experts to evolve innovation ideas and get further, fasterInnovation Blueprints & Concepts
Create clear consumer-centric briefs for successful innovation, brought to life ready to brief teams and succeed in quant
We optimise strategic and creative executions to ensure they align with real human behaviour and maximise effectiveness.
We honed creative campaigns for FIFA World Cup which helped grow brand awareness and increase global sales by 4.1%.
We shaped and refined the concept for a brand extension now worth $40million
Our toolkit includes
Stakeholder Management
Working to understand, engage and influence key stakeholders from start to finish to drive alignment on outcomesHigh-Impact Delivery
Embed outcomes with dynamic debriefs, interactive workshops, engaging documents, podcasts and documentariesConsumer Closeness Experiences
Enhance understanding and engagement by getting stakeholders to walk in their consumers’ shoesHuman-First Training
Equip your team with the human first frameworks and tools to transform your innovation and creative abilitiesWhat we’re NOT
We are incredibly proud of what we do, but we’re also
clear about what we don’t do.
So, don’t hire us if you want…
A BIG Agency
We’re a boutique agency but we utilise our scale to drive speed and agility. This is a proven advantage over more corporate organisations
Pure Quant
We specialise in qualitative approaches that help us uncover unspoken needs and new opportunities, but using data and measurement where appropriate to provide added confidence and structure
Executional Detail
We’re thinkers, not makers; our specialism is front-end insight and innovation (though we recognise the importance of making our thinking ‘real’ and realistic)
A Comfortable Ride
Succeeding in the future will be challenging, so we believe we need to be as well: we will challenge your sacred cows, provoke fresh thinking and speak truth to power
Our Global CMO describes your consumer
strategy as the best strategic deck he has
ever seen.
You guys are my dream team!
Best research experience EVER! Met all my expectations! Thoroughly enlightening!