Our Story in De-Risking Innovation
We do the risky cultural thinking early, so when decisions land on your desk, you’re not guessing. What that means in practice:
2015
We built interest-based segmentation when demographics stopped explaining behaviour (Topicgraphics®)
2016
We started using AI in research before it became a buzzword, coupling it with social scientists to create Hybrid Intelligence, setting new standards for how human insight is generated.
2020-2021
We developed Taboo Topics Protocols and went deep into the Cultural Decoding of tribes and behaviours to create successful products that address human complexity.
2022
We replaced industrialised panellists with Cultural Opinion Leaders, responding to growing concerns around panel quality, fraud, and cultural blindness.
2023
We integrated Cultural Influencers into marketing intelligence, shifting the focus from reach to meaning, cultural authority, and real-world influence.
2024
We helped our partners build synthetic personas grounded in real ethnographic, psychological, and cultural intelligence, not generic assumptions.
2025
We launched the Human AI Lab to help organisations design AI systems people trust, use, and return to.
OUR VISION