Rich consumer worlds
Emotional insights gathered by metaphor elicitation, ethnography, and projective research techniques, all brought together to build rich consumer worlds.
When you look at people as data points, how much of their world are you missing?
We get right into the reality of people’s lives, and the messy, emotional, inconsistent worlds at the center of every brand choice they make. Because consumers don’t behave in neat, rational ways. And when you only capture what they say, you’re missing so much more.
Using metaphor elicitation, ethnography, and projective research techniques, we uncover the deeper structures shaping behavior – the beliefs, tensions, aspirations, and contradictions people rarely express out loud. Because the real opportunity lies not in what they do, but why.
A good observation describes what’s happening. A good insight explains why it matters, and what to do with it. We’re rigorous about that difference, so every research output we create gives you not just powerful information, but a clear plan of action that keeps you moving forward.
You’ll get a rich, useable picture of your consumer world. Not a report to read and file away, but a way of thinking your teams can hold onto – grounding strategy, shaping innovation, and giving you the confidence to make choices that feel human, relevant, and right.
Shaping brand advantage
Smirnoff: When more flavour isn’t the answer
A category stuck between basic and premium. A sensory shift transformed Smirnoff Raspberry Crush’s role to reignite growth in the category.
Cadbury: From diet to delight
A category built on sacrifice. We reframed the story around reward - helping Cadbury Delights restore indulgence, relevance and growth.
Don Julio: A darker tequila, rooted in culture
A darker tequila needed depth, not novelty. We grounded Don Julio Ceniza in Mexican culture to shape a richer, more credible expression.
