The Sound
  • About Us
  • Work
  • Services
    • Brand Communication
    • Brand Experience
    • Brand Strategy
    • Consumer Exploration
    • Customer Journey
    • Product Innovation
  • Blog
  • Careers
  • Contact

Global Market Research and Brand Consultants

image of orange pencil line

The Sound is your trusted Consumer Exploration, Brand Strategy, and Product Innovation agency. Our leading-edge market research techniques, technologies, and marketing models solve clients’ brand, marketing, communications, and new product development challenges. We’re brand experts, market researchers, idea generators, and cultural anthropologists providing brands, owners, and advertising agencies insights, inspiration, and strategies to answer their challenges – driving growth through human intelligence.

+Market Research & Consumer Insight

We believe in breaking down barriers between brands and the people who matter most to them. We tirelessly dig deep to uncover what people really do and why they do it. And we deploy innovative market and consumer research methods to get as close as possible to people and their lives so we can tell brands what is really going on and what they can do with it.

+Brand Strategy

We believe in deeply understanding nuances to help brands sharpen their reasons for being. We guide brands towards the truth of what they genuinely stand for…and how it can be reflected in everything they do.

+Product Innovation & New Product Development

Innovation emerges at the nexus of market and cultural opportunity and the problems people need solving. We imagine and design strategic ideas that inspire brands to find new opportunities with positive commercial impact.

Our Work Contact Us
What Makes Us Special

Fearless Empathy

Our company is deeply rooted in people. How we can better understand them, tell their stories, and solve their everyday problems, big and small.

We are fearless in our methods to build empathy and understanding. But we are tool agnostic. From qualitative 1-2-1s and focus groups to large scale quantitative research. Ethnographies to Social media listening. Expert interviews to semiotics. Online or in person. We do what’s needed.

Anything to get to the truth and solve your challenge.

Then we package our work into recommendations for what comes next. We believe beautiful simplicity is the best way to ensure our work is easily actionable and socialized to make a meaningful impact on your business.

Past Projects / Case Studies

 

Candid.

Passionate.

Open.

Honest.

Collaborative.

Creative. Edgy.

Grounded.

Real.

A little in your face.

What We Do

Our Services

We work for brands and their advertising agencies. Hopefully that’s you!

We started life as a research agency and we still do a LOT of market research all over the world. We have to, understanding people is at the heart of everything we do. But we don’t just deliver quotes or findings or reports. We create actionable next steps for people with hard decisions to make.

We use our our skills in understanding people and culture, segments and markets to help you do marketing and advertising  more effectively. Help develop and build brands that win in the marketplace. Come up with new products and services that real people want and need. Plan for the future effectively.

From bringing a segment to life to setting a long term vision and all the marketing strategy and tactical things in between.

Brand Communications

Crafting your brand story shouldn't be painful. At The Sound, we'll guide you through each step of brand communication development to create impactful work.

Read More

Brand Experience

Discover a new level of brand experience excellence with The Sound. As industry-leading experts in branding, we craft unforgettable brand journeys.

Read More

Brand Strategy

We leverage a range of human-centred positioning and value-prop frameworks and tools to help brands establish an ownable POD and carve out differentiation in the marketplace.

Read More

Consumer Exploration

Experience consumer exploration like never before with The Sound. Our expert team unveils valuable insights and trends to empower your brand.

Read More

Creative Analytics

At The Sound, we specialize in Creative Analytics, harnessing data to drive innovation. Discover how our expertise can empower your creative process and business growth.

Read More

Customer Journey

A customer journey in marketing covers the entire experience a consumer has with a brand, from awareness to post-purchase. It includes multiple touch-points, and marketers use this understanding to optimize strategies that guide customers through each stage, driving conversions and loyalty.

Read More

Product Innovation

We believe in innovation at the intersection of markets, culture, and people's needs. We imagine and design strategic ideas that inspire brands to find new opportunities.

Read More

Qualitative Research

Qualitative research explores subjective experiences and perspectives to gain deep insights into behaviors, motivations, and attitudes. It uses methods like interviews and focus groups to collect non-numerical data, helping researchers understand complex phenomena in context.

Read More

Quantitative Research

Quantitative research focuses on gathering numerical data to identify patterns and relationships. It uses structured methods like surveys and experiments to produce measurable results, allowing researchers to analyze trends and make data-driven decisions.

Read More
Don't Just Take It From Us

Some of Our Clients

Every agency website has to have a page with clients on it. It’s commandment 5 in the agency handbook. We work with the most innovative and best-loved companies in the world. We have a few who are shy and won’t let us publish their names. Here are some of the others.

Past Projects / Case Studies
client-logos
Understanding People is at the Heart of Everything we do

We Solve Brand Problems

In short, we are very good at connecting our clients with the people that matter most to their brands and doing it in a way that is impossible to ignore. We tell inspiring, human stories and help brands figure out what the heck to do to be more successful.

Plus, most of our clients say we are a really fun to hang out with.

We aim to be always smart and never boring.

Exploring Off-Road Vehicle Sales

Helping an off-road vehicle brand explore the perspective of dealers to develop a compelling, differentiated positioning that would drive growth.

Innovating New Retail Opportunities in the World of Potatoes

Illuminating the role of potatoes in meals today, and its' future possibilities, to inspire new retail product opportunities.

Breaking New Ground in Women’s Health

Ideating and refining a range of menopause and perimenopause product innovation concepts for a leading food brand unfamiliar with that space.

View All
Explorations by The Sound

Our Thinking

a drawn arrow

We wouldn’t be very good at our jobs if we weren’t all insanely curious. Getting out into the wilds of today’s society, chasing down big ideas, tackling important topics, and hunting for their implications and impact is the stuff we live for.

Take a look at what we’ve found, so far.

View Our Blog
polygon image of a face dissolving into nothingness
Industry Smarts

May 13, 2024

AI in Market Research: Navigating Like a Human

We’re sure it’s on your mind right now. And not just sitting in the back of it. But right there, at the forefront. Because it...

Read More

Stay Up To Date

The Sound believes in sharing knowledge. If you’d like to stay up to date with our reports on people, culture and brands and be able to watch our documentaries (and even be invited to an event or two) then simply subscribe below. 

Subscribe

Stay Up To Date

The Sound believes in sharing knowledge. If you’d like to stay up to date with our reports on people, culture and brands and be able to watch our documentaries (and even be invited to an event or two) then simply subscribe below.

Subscribe
The Sound

Copyright 2025 The Sound.
All rights reserved.

  • Terms of Use
  • Privacy Policy
Learn More
  • Work
  • Careers
  • Our Team
  • About Us
  • Contact
Services
  • Brand Communication
  • Brand Experience
  • Brand Strategy
  • Consumer Exploration
  • Customer Journey
  • Product Innovation
From the Blog
  • Qual vs Quant
  • New Product Development
  • Market Research Management
  • Qualitative Research
  • Segmentation Strategy
Chicago

The Sound Research USA Inc.
730 N Franklin St, Suite 603
Chicago, IL 60654
United States

Tel: +1 312 265 1775
London

The Sound Research UK Ltd.
4th Floor, Silverstream House
45 Fitzroy Street, Fitzrovia
London W1T 6EB
United Kingdom

Tel: +44 20 4600 0636
Vancouver

The Sound Research Inc.
312 Main Street, #268
Vancouver, BC V6A 2T2
Canada

Tel: +1 604 732 1090