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Time is running out to live our lives to the fullest. The New Year encourages us to reflect on how we spend our time and make changes to achieve our goals.

We do some of the most interesting market research work for some of the most challenging clients you could ever wish for. We do lots of digging into what is really happening with real people. Take a look at some of our recent projects.

The end of the year is crazy. Market research projects need finishing, workshops need to get squeezed in. Innovation sprints and brand plans need wrapping up. Consumer experience re-works and re-thinks. All the things. Before people disappear into holiday craziness. Us, our brand and advertising agency clients. All the people out there we want to understand and serve better.

‘So what do you do?’. The question we all get asked and probably usually answer by describing what we don’t do… Like ‘no, not advertising’. We do market research. Both qualitative research (including focus groups and 1-2-1 interviews), and quantitative research. We work online and in person. And we work to understand people, segments, and culture and bring them to life for our clients in way that is memorable and impactful.

‘So what do you do?’. The question we all get asked and probably usually answer by describing what we don’t do… Like ‘no, not advertising’.

When you think of influencers, what do you think of? A Gen Z with millions of followers? Think again. When brands think of who can...

COVID-19 has led to an explosion of new behaviors in home entertainment. What will stick and become a ritual? And how can brands anticipate what's to come so they can shape a proactive plan for the future? The answer lies in understanding the motivations driving our new behaviors, and the shift in what we may value as a result.

During COVID-19, our desire for progress is stronger than ever, yet there’s no clear destination in sight. As the days blur together, people are engaging in new at-home entertainment behaviors to feel a sense of purpose and avoid losing this time. The Sound set off to explore these new behaviors and understand which habits will last.

How can we re-establish stability in the highly uncertain times of today? Our daily lives and routine have always provided us with a sense of stability. However, being hit by a pandemic has changed life as we knew it. Disrupted lives and looming uncertainty of a “new world” have left us in a state of flux.As we cope with the situation at hand we find ourselves leaning on Nostalgia to derive the lost sense of stability that we earlier got from our daily routines and lives.

As pandemic preparation ramped up, bread was one of the first things to sell out. Bread machines sales are up 652%, with flour and baking mixes following not too far behind. So why are people turning to breadmaking with such fervor during a global pandemic? Are there any far-reaching implications for brands beyond the baking category?