We believe in human intelligence.

We are Craft.
An award-winning strategic insight agency.

Welcome

We put human truths at the heart of business decision-making. We focus mainly on the entertainment, technology and media sectors, but that entails a myriad of subjects, audiences and skills. In recent times we’ve witnessed and heard from people all over the world, covering topics as diverse as apps, TV channels, cricket, love, terrorism, religion and politics. In the age of AI, big data and machine learning, we believe there’s still plenty of room for people.

We don’t really like to be pigeon-holed. We apply our intelligence and that of the people we meet to a wide range of business issues. If you like what we do, please do get in touch - we’d love to hear from you.

How we do it

We are method-neutral and agnostic - ethnographic, qualitative and quantitative, digital and face-to-face. Most of our work is mixed-method. We use the right tools for the right job, creating bespoke research solutions to fire our and our clients’ imaginations.

For us the main thing is to get as close to the right people and their truths as we can, get under their skins and understand their minds. We’ve a well-earned reputation for innovation in collecting data.

While we guarantee the highest standards in data collection, we also know that obtaining responses and participation is one third of the battle. With almost 40 years’ collective experience, we pride ourselves on bringing acumen to our analysis and interpretation. That means listening to our clients as much as our participants.

And the final piece of the jigsaw - compelling communication. Beautiful decks, impactful films, posters, factsheets. We do them all and more.

Case studies

Here’s a flavour of some of the work we can talk about. There’s much more we’ve done that is confidential.

Credos/Advertising Association

Trust and Favourability in Advertising

Screen Life 3: Advertising Everywhere

Thinkbox

Screen Life 3: Advertising Everywhere

Young People and Emerging Social Platforms

BBC

Young People and Emerging Social Platforms

Reimagining Religion, Philosophy and Ethics

BBC

Reimagining Religion, Philosophy and Ethics

Narratives and Counter-narratives of Radicalisation

Cabinet Office

Narratives and Counter-Narratives of Radicalisation

The Truth About Youth

ITV

The Truth About Youth

Representation and Portrayal on BBC TV

Ofcom

Representation and Portrayal on BBC TV

Understanding Young BAME Audiences

Channel 4

Understanding Young BAME Audiences

Youth Culture and Local Identity

England and Wales Cricket Board

Youth Culture and Local Identity

The Value of the Olympic Game

Discovery Networks International

The Value of the Olympic Games

What Drives Fandom?

BBC Worldwide

What Drives Fandom?

How is Britain Thinking and Feeling?

ITV

How is Britain Thinking and Feeling?

Male Craftsmen Across the World

Discovery Networks International

Male Craftsmen Across the World

Sending Money Home

Visa

Sending Money Home

Modern Love

BBC Worldwide

Modern Love

Our Clients

Among others we have worked with the following brands. We continue to have ongoing close, strong relationships with them.

Visa
Twitter
Netflix
Channel 4
Samsung
BBC
ITV
Discovery
Viacom
UKTV
Cabinet Office
Thinkbox
Freeview
Haymarket
ECB
Ofcom
Virgin Media
All3Media
Credos
Fox

Kind words

For us the best barometer of our success is whether our clients are happy with the work we’ve done, whether it’s had the desired or greater than expected impact. Here’s what they have to say.