Brighten up your week with the latest download from Crowd DNA, this one offering pointers on how to bring more value and innovation to online communities...

At our recent Rise event in London, Crowd DNA director of communities Sabrina Qureshi rebooted the topic of online communities and gave it a good refresh. Debunking common assumptions of what online communities are, and what they look like, Sabrina provided new ideas around themes like innovation, leveraging different audience types, ensuring impact – and, of course, the importance of culture and insights.

For those who missed the event or would like to find out more about Crowd Communities, check out our downloadable pdf here.

Rise: Online Communities

Crowd DNA’s communities director Sabrina Qureshi refreshed and re-booted the topic of online communities at our latest Rise event in London...

We’re not actually new to communities here at Crowd DNA – we’ve been running them since the beginning in lots of different shapes and sizes (and countries). Even so, in typical Crowd style, we like to go beyond the obvious and explore new ways in which they can meet commercial needs. 

At our latest Rise event in London, communities director Sabrina Qureshi took the topic of online communities and gave it good shake. Debunking assumptions of ‘what a community looks like’, Sabrina provided quick fire ideas around themes like innovation, the need for flexible audiences and socialising community insights to ensure impact.

While communities can, of course, be used to talk directly to customers, Sabrina explained that the real joy comes from recruiting and engaging leading-edge or hard to reach audiences – different members who can be brought into the mix to ignite discussion and add new cultural references. By reframing communities as cultural insight hubs, we can uncover ongoing trends and insights from across the globe, and discover lots of exciting opportunities along the way.


Sabrina in action at Rise: Online Communities
Sabrina in action at Rise: Online Communities

An editorialised version of the presentation will be sent out soon. In the meantime, here’s our Crowd Communities intro video:

IRL With Clients

We've packaged up our Crowd IRL thinking in a nice new report format. Email if you'd like a copy...

Crowd IRL is how we get out on-the-road with stakeholder teams, immersing them in the lives and culture of people; helping clients escape the confines of simply attending the debrief presentation or the viewing facility.

In this report, we’ve gathered learnings from across the Crowd DNA team, exploring and celebrating our Crowd IRL method. Send an email to if you’d like to receive a copy and/or discuss ideas for how to make a project of this kind work for your team.

Crowd Proud!

We've been working on Crowd DNA's values, and how best to socialise them in the business. Here's where we've got to...

We had an amazing Crowd DNA company day in London last November – with drawing, photographing, eating, drinking, talking and building our company values high on the agenda.

Since then, we’ve been working on shaping up the values – editing down from a longer list, thinking carefully about the articulation of them, consulting with the wider team. They’re ready now and we’re really happy with where we’ve got to. We think these values really mean something. They’re tangible and connect with every member of the Crowd DNA team, regardless of their role or how long they’ve been with us. We believe they reflect how we wish to work with each other and with our clients and contributors.

Next up, we’ll be developing posters and other ways to share our values, and to keep them top of mind as we go about our work. But here’s a first draft.

Death Of The Teenager

Crowd DNA’s Andy Crysell asks whether the teen experience is in decline and, if so, what it means for self-identity and brands. To get a copy of our Death Of A Teenager cultural forecasting report, read on…

Hot on the heels of the widely reported scientific claims that adolescence now extends from 10 to 24, we thought it opportune to publish a revamped version of our Death Of A Teenager cultural forecasting report.

What would it mean to have never been a teenager, as we knew being a teenager? As grown-ups continue to avoid, er, growing up, and younger generations start connecting with culture – and even hitting puberty – at an earlier age, the previously well-defined ‘teenage years’ don’t make so much sense. A collective experience of ‘being a teenager’ seems to be coming to an end.

In this report we map out the driving forces behind this change and ask how it will impact self-identity formation. Also, given that the marketing communications industry has a habit (near obsession) with all things youth, we look at the relevance that this will no doubt have for brands.

For a copy of our shiny new report please email:

Passionate about content and trends? Confident and collaborative? We've two great roles at Crowd DNA in London...

Working alongside our researchers and strategists, Socialise is the name we give to our team of writers, designers, film-makers and all-round content experts. We’ve two amazing roles that we’re looking to fill in our Hoxton Square, London HQ.

We’re seeking an executive or consultant-level hire with a focus on writing and trends exploration

First-rate writing and copy-editing skills, and an enthusiasm for story-telling

A good awareness of cultural and commercial trends, and an aptitude for articulating them in attention-grabbing ways

Keen to test and develop new formats for socialising trends, insights and strategic recommendations 

Ideally additional skills beyond editorial and trends – such as design and/or photography and/or shooting and editing video

Expertise/experience with Adobe Creative Cloud software an advantage

Good project management abilities and, ideally, experience of working directly with clients

An aptitude for problem-solving, ‘owning’ challenges and purposeful collaboration

Keen to work in a fast-moving environment, one in which priorities are often up for re-assessment

We’re seeking an executive-level hire with a focus on film work and design

First-rate graphic design skills, and an enthusiasm for story-telling

Equally hot film skills, including shooting and editing video using professional equipment (bonus points if you know how to use Canon film kit, and Adobe Creative Suite)

Keen to test and develop new formats for socialising trends, insights and strategic recommendations 

An aptitude for problem-solving, ‘owning’ challenges and purposeful collaboration

Keen to work in a fast-moving environment, one in which priorities are often up for re-assessment

Happy to travel!

Our expectations for these roles will vary depending on if you’re applying at exec level (think entry level to one year of experience) or consultant (think one to three years of relevant agency or media experience). What’s in it for you? The opportunity to work with an amazing array of clients and fellow Crowd folk on exciting, intellectually stimulating cultural insights and innovation projects, working on engaging outputs, prototyping, trends reporting and a whole bunch more besides.

The roles comes with a competitive salaries/benefits; and clear paths to promotion and to new opportunities. To apply, please get in touch with Dr Matilda Andersson, attaching a CV and covering letter.

Six Months At Crowd DNA Inc

We've been on the ground in NYC for six months now. Safe to say, it's been action-packed...

We’re half a year in to our NYC adventure, with Crowd DNA Inc happily housed in Cooper Square in the East Village. We’ve grown quickly, with US director Hollie Jones joined by recruits both from the US and those transitioning from Crowd DNA London. Here’s some high tempo highlights so far…

Categories. Home, men’s apparel, telecoms, sport and media/social media – we’ve immersed ourselves in the specifics all of these worlds already.

Methods. Deep breath here… scavenger hunts, photo journalism, mobile ethnography, face to face ethnography, city safaris, trends research, influencer panels, expert panels, cook-alongs, focus groups, UX dinner groups – we’ve designed and conducted them all.

Outputs. Busy times on this front, too. There’s been workshops, show and tells, immersive photo galleries, magazines, interactive insights billboards, documentary films, culture briefings; oh yeah, and a few Powerpoints, even.

Markets. From Kansas City to Seoul, Philadelphia to Shanghai, Tampa to Berlin – we’ve notched up the miles both domestically and globally.

Office plants: Two, named Pamela and Legs; both doing very well (in fact Legs has grown four new legs).

Thanks to all the clients who’ve chosen to work with us so far. It’s been inspiring stuff, and we cannot wait to find out what 2018 has in store for Crowd DNA Inc. Please check in with Hollie Jones if you’d like to find out more.

Crowd internship openings

Ever wanted to intern at an insights and innovation agency...

Looking for an internship? You’ve come to the right place – we’ve got openings at our London office. Our interns don’t make the tea – they get involved in some of the best insight and innovation projects going, learning from a super smart team.

“I was allowed to hit the ground running from the first day,” says Robert Downer, who started at Crowd as an intern and now works here as an exec. “I worked with some of the world’s top brands, met some amazing people and was involved in some amazing research projects. What more could you want from an internship?”

Our internship programme is ongoing, with opportunities available right now. In particular, we’re keen to meet with candidates with French language abilities.

Interested? Contact Berny McManus to find out more.