Insights that clear the path to a bright future

Uncertainty is here to stay, but human truths are timeless. You can rely on our strategy and branding experience, innovative approaches, and A.I. toolkit to deliver concise, well-supported recommendations that accelerate your brand’s growth.

What we do differently

Collective of expertise

An all-senior partnership of qualitative research experts for smooth delivery and deep insights, carefully distilled into strong recommendations..

Powered by A.I.

We are passionate about A.I. and stay on top of the latest advances, screening and vetting each cutting-edge tool, so you don’t have to.

True human empathy

We believe nothing can replace sincere listening and empathy for our fellow human being, and are trained experts in uncovering emotion.

Where we can help

Supporting any stage of your product lifecycle requires a specific mindset and different approaches. We know what is needed for your team (and your senior leadership) to make bold moves in full confidence.



Early Stage Exploration

Before you formulate your strategy, you need to know what drives your customers. We dig deep below the surface to identify all the conscious and unconscious needs that will shape the response to your brand.  


Opportunity Mapping

A solid strategy starts with understanding the market your are playing in. A comprehensive landscape analysis reveals not only what your customers have and what they want, but opportunity to delight them they might not be aware of.


Brand Building

Your brand is the sum of all the touchpoints  with your communications, product, distribution, and more. To generate a coherent emotional response, you need to know the underlying associations with your product, your brand, and your category as a whole.


Comms Development and Testing

Good communications do more than stating benefits – they anchor a personal relationship. We start at the root of your intended brand identity to ensure a coherent and consistent emotional response across the board.


Generating oncologist engagement “hooks”

How can we generate real interest from a single data point?


The Future of Snacking

How can we validate food concepts aimed at 10 years in the future?


Engineering viral ‘drops’

How can we generate a coherent and compelling approach to high engagement, high visibility ‘drops’, modelled after the successes of e.g. apparel and entertainment categories, for the snacks category?


Emotional Cancer Patient Journeys

What is the emotional journey for patients and HCPs facing a rare and aggressive cancer?

Generating oncologist engagement “hooks”
The Future of Snacking
Engineering viral ‘drops’
Emotional Cancer Patient Journeys

agency for the curious minds. agency for the curious minds.

What our clients think of us

Frequently Asked Questions


We’ve helped start-ups and global corporations, and helped to establish and re-establish themselves as category leaders. We’ve seen a lot of categories evolve, we have a broad range of experiences driving the tip of the sphere. We created Jade Kite for anyone who isn’t happy with doing more of the same.
We believe that less is more. We resent the idea of throwing more research at a problem just for the sake of it. We target truly unanswered questions, and only the important ones.
Excellent insight seems obvious in hindsight, but dramatically changes perspectives. It brings teams together with renewed enthusiasm and energy towards common goals and approaches.
We have an extended network of trusted research partners which lets us move with speed and quality in almost any region of the world. The list of countries is too long to write here, but please get in touch to discuss your specific market of interest.
We are a fully remote team based in the US and UK. Happy to meet face-to-face. Work across a range of time-zones. Truly agile working. We are experts at collaboration.
We flex to your needs, but as standard our projects feature weekly check-ins, with high levels of collaboration. We will keep you informed, but are able to run with projects and help you disseminate the most important information through wider teams at key moments.
We are an all-senior team, averaging 18 years of experience. Sidi has personal involvement with all projects and day-to-day work is always done by a director or senior director.
Timelines are individual to each project. Our tools are built for rapid research and analysis, able to turn around rapid consumer testing in as little as 5 days. We will work with you to fit solutions into your timeline.
We have a broad range of experience, work with Pharma, CPG, tech and service industries. This experience means we are familiar with ways of working, legal requirements and terminology within each sector, but allows us to cross-pollinate results to bring new and fresh thinking to each category.
All project design, management, moderation (English and French), analysis and output is done in-house by a senior team member. We leverage an extensive network of trusted global experts within their local markets. Networks are utilized for recruitment and moderation, in addition to contributing to strategy to ensure local nuance is captured.

Qualitative research is an open, exploratory form of research that utilises long-form, unstructured data such as interviews, focus groups and ethnography. These methodologies allow for deeper, emotional exploration and require highly trained researchers to extrapolate key themes and identify the ‘so what’ around a research question.

Unlike quantitative research, which uses numerical data to test hypotheses and answer research questions, qualitative research is often more open-ended and exploratory in nature. It often involves collecting data through methods such as interviews, focus groups, observations, or document analysis, and then analyzing that data to identify recurring themes and patterns.

As such, qualitative research often takes far more time and investment to complete than quantitative. However, the depth of findings are often the linchpin to creating breakthrough products or marketing strategies that drastically transform a brand’s performance.

Whereas quantitative research may be able to signal where or what direction we should move in, qualitative research gives a much more detailed understanding of the how and why we can get there. Qualitative research helps researchers to identify the underlying meanings, patterns, and themes in people’s responses, which can provide valuable insights into the complex issues that people face. This data gives crucial insight into how we can influence attitudes, nudge behaviour and ultimately create brands and products that service a customer’s truest needs, in order to build a loyal connection.

Brands that engage in qualitative research often see significantly higher levels of emotional connection with their customers, which in turn leads to greater loyalty, resiliency and a much greater lifetime value. 

There are several different methods that can be used in qualitative research. Some common methods include:

  • Interviews: Researchers can use interviews to collect data from individuals or small groups. Interviews can be structured, semi-structured, or unstructured, depending on the goals of the research and the type of information being sought.
  • Focus groups: Focus groups involve bringing together a small group of people to discuss a particular topic or issue. This can be a useful way to gather a range of perspectives on a topic and to identify common themes and trends.
  • Observations: Observations involve observing people in their natural environment and collecting data on their behavior, interactions, and other relevant factors. This can be a useful way to collect data in a more naturalistic setting.
  • Document analysis: Document analysis involves analyzing written or visual documents, such as reports, articles, or other types of text, to identify patterns and themes. This can be a useful way to collect data on people’s experiences and perspectives.
  • Case studies: Case studies involve conducting a detailed study of a specific person, group, organization, or phenomenon. This can be a useful way to gain a deep understanding of a particular case and to identify key themes and trends.

Qualitative research typically indicates a much smaller sample size than quantitative, due to the time-consumer nature of data collection. There is no set number required, but one-market study will typically include between 6 and 12 participants.

Facial expressions are an important form of nonverbal communication, and can provide valuable information about a person’s emotional state and well-being. Research has shown that facial expressions are a reliable indicator of a person’s emotional state, and that people are generally able to accurately interpret the emotional meaning of others’ facial expressions.

A study published in the journal Emotion found that participants were able to accurately identify the emotional state of others based on their facial expressions, with an average accuracy rate of 63%. This number increases when A.I. is trained to detect facial expression.

Healthcare is a particularly sensitive area that evokes high emotions, however often conversations are limited to the rationale and reasoned approaches. Comparing sentiment of spoken word against subconscious emotional indicators such as facial expressions is a powerful technique to identify the deep engrained emotions that may be influencing patients throughout their journey.

Ready to kick-off your project?

If you’ve got a problem that is proving tough to crack with your usual avenues, you’ve come to the right place.