Our Thinking

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...

Empathy is in decline and it’s bad for business, but don’t worry… we’ve got you. The best products solve real human problems. The best advertising...

Seven Dads. Seven Cameras. Three Cities. Dads is a touching documentary exploring contemporary fatherhood through seven men sharing their experiences, challenges and passions for their...

Every year I take the liberty of perusing the conference circuit and various industry publications, to get a sense of what’s on the minds and...