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.
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.
Here’s a flavour of some of the work we can talk about. There’s much more we’ve done that is confidential.
Trust and Favourability in Advertising
Screen Life 3: Advertising Everywhere
Integration into the Football Experience
Young People and Emerging Social Platforms
Reimagining Religion, Philosophy and Ethics
Narratives and Counter-Narratives of Radicalisation
The Truth About Youth
Representation and Portrayal on BBC TV
Understanding Young BAME Audiences
Youth Culture and Local Identity
The Value of the Olympic Games
What Drives Fandom?
How is Britain Thinking and Feeling?
Male Craftsmen Across the World
Sending Money Home
Among others we have worked with the following brands. We continue to have ongoing close, strong relationships with them.
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.
EMEA Research Manager
We originally chose Craft because of their innovative methodologies. But we were delighted to have worked with them on many more levels.
They are great storytellers, mixing research with cultural insights to deliver quick turnaround, high impact work.
Their insights and collaterals were critical in supporting our marketing around the World Cup and continue to inspire and inform.
Former Senior Strategic Insight Manager
Craft’s work combines a deep understanding of the brief, sound technical expertise and an innovative, engaging approach.
Their project management is impeccable, and I trust them to work without the need for supervision and support.
Their recommendations are drawn from a deep level of human insight because they genuinely care about gaining an understanding of human behaviour.
Craft bring a freshness of perspective, approach and delivery which yields results.
Their bespoke approach to the use of research in illuminating business issues, combined with their extensive media experience, audience understanding, and sensitivity towards creativity have delivered business-changing insights to Channel 4 on every project in which they have been involved.
Craft have thoroughly over-delivered in every sense.
From the outset it was obvious that they really ‘got’ our brief. We were impressed with their research design and innovative approach throughout the project.
The study was roadshowed to advertisers and agencies, all of whom gave it a warm reception. It continues to be taken to the trade and forms a key part of our storytelling.
Head of Audience Planning
Craft were commissioned for a highly complex multi-agency project.
They led the structuring and sense-making, developing the stories and producing useful model after useful model for thinking about the insights. The result was a hugely powerful psychological and behavioural framework.
The work has been used and warmly received across the BBC, and by the Director General himself.
It’s been an absolute pleasure working with Craft.
They just do a lot of things well. We had every confidence in putting them in front of our Board to explain the impact of our research and to incite action.
Their flexibility, quiet confidence, honesty and expertise all made for a genuine working partnership.