MRS Awards: Our work for University Of Nottingham nominated for cultural insights award

Culturally Charged Insight & Innovation

London Amsterdam

Crowd DNA is an insight and innovation business with offices in London and Amsterdam, and strategic partnerships in Shanghai and New York. Formed in 2008, we deliver culturally charged commercial advantage across 25+ markets…

See our work

Three Guiding Principles

  • Behavioural Science Framework

    Research isn’t perfect. People don’t always do things for the reasons they think they do them. Hence we apply a behavioural science framework to our work; and methods like implicit measures, passive data and citizen journalism.

    Cultural Innovation

    Cultural understanding, and identifying shifts in orthodoxy, is vital. Brands can’t fight their battles solely through product innovation; nor conventional marketing that focuses on functional benefits or commoditised emotional connections.

    Global Youth Tribes Framework

    Our tried and tested method for understanding young people and youth culture. We’ve used it to much acclaim, exploring commonalities and differences with conviction across 16 markets.

  • Fluid Project Design

    The audience view is vital, but we don’t want to slow your work down. Thus we focus on smart tactics and practical solutions to capture live insights and dynamic feedback; aligning our processes with the pace our clients require us to operate at.

    Leveraging Technology

    Adopting both DIY tools and custom research platforms, we use technology to get to in-the-moment responses (to be there when people interact with brands, comms, products and other people) and to reduce research bias. Our strategic partnership with ClearStream provides constant development to the online community and mobile tools that we use.

  • Story-Telling And Stakeholder Engagement

    We firmly believe it’s the stories in our work that people leave the room remembering, and that drive business change. Hence we ensure our insights and strategic recommendations are wrapped in relatable narratives; and that we create opportunities for stakeholders to immerse themselves in and genuinely interact with the work.

    Creating Content From Insight

    Working on a principle of editorialising insight, we’ve helped our clients share evidenced recommendation through producing high quality print material, films, websites and events. We take the creative delivery of our work very seriously indeed.

Two Workstreams

Insight

Sometimes it’s qual, sometimes it’s quant; online or offline. It can also be secondary research, identifying and reporting trends or working with multiple data sources.

But always it’s about getting to the strategic recommendation; hardcoding storytelling techniques into the deliverable, using intelligent frameworks and striving for the in-the-moment response. It’s won us awards from the likes of the MRS, MRG, Media Week, Marketing Week, FIPP and AOP.

Innovation

The quest for innovating successful products, services, comms and cultures has never been more essential for brands. We reduce the risks and increase the energy through collaborative approaches, with two finely tuned products.

1. Crowd Out: working with consumers and experts in multi method open innovation programmes.

2. Crowd In: looking inside a business to unlock and amplify the insight and innovation that resides, often largely untapped, within teams and departments.

Working with Crowd DNA we’ve reached extremely insightful results, helping us significantly in defining our marketing and growth action plan.

Nikki Lambert, Marketing Director Europe, Spotify

We now consider Crowd DNA as close partners. By taking time to listen and understand, they have fully immersed us in the lives of music fans. As a direct result of their work, the business has been inspired into developing ever more creative ways of connecting with our audiences.

Federico Bolza, VP Marketing Services, Sony Music