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Audience & market insight

Research that gives you real market context and a sharp read on what your audience actually wants; what matters to them, what frustrates them, and the choices they make and why. We blend what we discover with rich market context to deliver compelling insights and data that enable brands to discover fresh opportunities to add value.

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Digital is now a source of friction.

O1 - INTRODUCTION

Digital's promise was to remove friction: make things faster, easier, less effort. Today, it's often the cause of it. Digital experiences have become one of the biggest sources of day-to-day frustration for consumers.

% AGREE:
Dealing with companies often seems like more effort now because of the tech they use

Shein is terrible for sending dozens of notifications, emails and texts a day. It makes me want to block them because there is so many, all of the
time.

Digital friction is damaging brand value.

O2 - INTRODUCTION

Consumers are rational: they avoid brands and experiences that become too full of friction. Onerous purchase journeys, over-communication and AI-only customer service are already costing brands custom.

% AGREE:
When new tech becomes too frustrating to deal with, I will stop using / avoid a brand

My internet provider, TalkTalk, can only be accessed by bot. When I can I shall definitely move to a more user friendly company.