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Culturally charged commercial advantage

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Crowd DNA is a cultural insights and strategy consultancy with offices in London, Amsterdam, New York, Singapore and Sydney. Formed in 2008, operating across 60+ markets, we bring together trends specialists, researchers, strategists, designers, writers and film-makers for the world’s most exciting brands…

See our work

What we do

  • Trying to understand how people relate to a category or a campaign in isolation will never tell the full story. Whether the brief centres on brand, comms, product, service or thought leadership, our approach therefore leans heavily on exploring the authentic wider cultural context.

    We get there through diverse methods – innovative online and offline techniques (from ethnography and workshops to online communities and mobile reporting), quantitative work and social listening – extending through to analysis frameworks and sound strategic consultation.

  • We know there are times when ‘consumer’ research can hit a brick wall; when the answers need to come from somewhere else.

    Using a mix of semiotics, cultural analysis, trends reporting and expert interviews, we explore the codes, locate the meaning and point to new paths. This is an essential aspect of much of our strategic work, defining opportunities with clarity and energy.

  • We work with creators and influencers in myriad ways – from interviews and forums to co-creation and content development – and our Kin network bring this all together.

    We’ve a peerless reputation for intersecting insight with content – films, print, digital and beyond. Sometime’s that to socialise findings and to build empathy; at others, it takes us into the space of thought leadership and brand journalism to share with wider audiences.

Culture & Capabilities


Culture isn’t fluffy – culture is powerful. And while not all brands can be culturally iconic, we believe all must be culturally relevant. This relevancy can manifest itself in myriad ways – utility, empowerment, empathy, motivation, connecting, belonging, straight-up entertaining – but without it you are fighting a losing game. In short, we consider cultural relevancy the stand-out marker of brand health and of future potential.

And so we explore the cultural factors (from the conversations to the codes) of most significance to brands; and then how to apply this understanding to communications, products, services, experiences and growth strategies. Culture, as you can see, means a lot at Crowd DNA.


Strategy development, online and offline consumer research, expert networks, co-creation, future forecasting, social listening, data analysis, storytelling, prototyping, innovation programmes – this is award winning stuff, all underpinned by intelligent frameworks around behavioural and cultural factors, visual analysis, consumer journey models and value proposition techniques.

We approach each brief with creativity and determined energy, bringing together the optimum mix of trends specialists, researchers, strategists, designers, writers and film-makers. Our skill-sets are blended with client objectives, rather than a rigid team structure, in mind.

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