Our Thinking

Empathy is as hot a topic as the economy these days, so we decided to reflect on how brands have been dialing it up to make deeper connection with people.

The Sound has spent years combing the globe for interesting movements emerging on the fringes of culture. But to start the next decade we decided to look closer at the everyday.

Saturday, November 16th, 2019  |  Columbia College, Chicago   The thing about being an avid explorer of the world is that exploration never sleeps. At...

We’re all about that human on human insight; that consumer behaviour research that makes one lean back and interlock the fingers across the belly, musing...

Using empathy and education to build the next generation of teen acne brands. Regardless of the generation someone is born into, the realities and struggles...

Reads: Fall and Winter 2019.  As researchers, explorers, and strategists, we’re constantly seeking out new perspectives and lenses through which to observe, listen to, and...

A case study for successful innovation. The Sound recently had the opportunity to help develop a modern innovation for a centuries old and beloved British...

The term ‘semiotics’ has been popping up more and more in the marketing world. Whether it’s the semiotic analysis of a packaging design, or the...

The wellness economy is exploding. The idea of holistic care and the desire to achieve a sense of wellbeing are not new ideas. In fact,...

Creative Development Research Doesn’t Have To Kill Creativity Seriously. It doesn’t. It happens all the time. The agency has a few early stage campaign ideas...