Our Thinking

When Amy Poehler’s book “Yes, Please” about “woman-on-woman” crime came out, we decided to dig into the parenthood market for some qualitative indulgence with “Mom...

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 rapid infusion of successful innovation. The Sound recently had the opportunity to help develop a modern innovation for a centuries old and beloved British...

This blog is about Gen Z and gender. But you might be asking yourself, what business does a 37-year-old cis straight woman have writing about gender. Believe me, I asked myself the same question. Well, let me tell you why.

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...

The Jobs to Be Done of beauty and grooming. Turns out all those showers, shaves and new hairstyles really add up!

Let’s play a quick game. On average, how many times a month do you engage in a beauty or grooming-related behaviour? It’s kind of like guessing the number of M&Ms in a jar, but instead, counting how many times people shower. Or brush their teeth. Or take their vitamins. Or have a good laugh with friends. You get the picture.

A Cannes case study We couldn’t be more proud of the shifting perceptions, brand strategy work we did that led to a transformation for the...

Life is not a yes or no. Quantitative research is not about simple yes/no answers, confirming guesses, or sizing qualitative insights. It can answer deep,...

9 years ago we spoke to a group of first-time fathers to learn more about contemporary fatherhood… this year we decided it was time to...