Exploring fandom: Crowd DNA wins best paper at ESOMAR global conference

Culturally charged commercial advantage

London Amsterdam

Crowd DNA is a cultural insights and innovation business with offices in London and Amsterdam, and strategic partnerships in Shanghai and New York. Formed in 2008, operating across 35+ markets in the last year alone, we deliver evidence, inspiration and recommendation to the world’s most exciting brands…

See our work

Three Guiding Principles

  • Crowd Context: Behaviour+Culture+Value Proposition

    Research isn’t perfect. People don’t always do things for the reasons they think they do them. Hence we apply behavioural science thinking to our work. Similarly vital is cultural understanding, identifying shifts in orthodoxy. We underpin all of this by assessing the value proposition offered by a brand. Bring it all together and you get our Crowd Context approach.

    Crowd Paths

    Purchase journeys are becoming more diverse and complex. This is our tried and tested means of exploration, with behavioural and cultural filters applied.

    Global Youth Tribes

    Our intensely tried and tested approach to understanding youth culture, with a framework that offers clients a jump off point for evaluating their strengths, weaknesses and ripe areas for innovation.

  • 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. Strategic partnerships with tech companies offer constant development opportunities on 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. But always it’s about hardcoding storytelling techniques into the deliverables, using intelligent frameworks and striving for the in-the-moment response. It’s award winning stuff.

Our collaborative innovation methods reduce the risks and increase the energy in creating successful products, services, comms and cultures, 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 the insight and innovation that resides, often untapped, within teams and departments

Trends &

We pinpoint and contextualise trends to create business advantage for our clients. Our experts dig deep and connect the dots between culture and commerce, always with a focus on making the work salient, inspirational and utterly relevant.

The expression ‘bringing to life’ is often used in insight but rarely seen through. Well we want to change that. We create and socialise content to ignite audience understanding within businesses of all shapes and sizes.

Films, print media, digital, events – you name it, we produce it.

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