Crowd DNA In Los Angeles

We have no shortage of exciting plans for Crowd DNA in 2022. Here’s a big one: opening in Los Angeles...

This will be our second home in the US. We’ve been operating successfully in New York City since 2016 and we’re full steam ahead with growing that office, too. But it’s long been our ambition to set up on the west coast, so here we go…

What will be the focus? Crowd DNA Los Angeles will work to the same ambition of providing the world’s greatest brands with culturally charged commercial advantage as all of our offices do. But we’re going to double down on the future of entertainment – a fascinating and fast-evolving sphere that’s intersecting with our clients in multiple categories. Media and tech, of course, but also the broader spectrum of progressive brands who recognise the value of engaging with audiences through new forms of entertainment/experience.

We have strong credentials in this sphere already, and we now wish to amplify them in Los Angeles – through the craft in our work and the strength of our thought leadership.

We’ll be seeking hires across our four specialisms:

Strategic Insights: using qualitative methods to build empathy with people, tell authentic stories and understand the nuance of lived experiences

Crowd Signs: leveraging trends, semiotics, Culture At Scale (social and unstructured data) and KIN (global network of experts, connectors and creators) to forecast future scenarios and identify opportunities

Crowd Numbers: our quantitative team, using advanced analytics and and culturally attuned survey design for segmentation work and tracking trends 

Socialise: our creative specialism, editorialising research and creating planning tool, through film, copy, design and more besides 

And we’ll be seeking someone to bring this all together, to take the lead on our Los Angeles office – building the team and client relationships, designing and implementing exciting solutions to meet equally exciting client challenges; making the most of our powerful positioning and reputation; and championing our belief that brands achieve better things through a greater awareness of their context in culture.

We will have more info on Crowd DNA in Los Angeles shortly. But if you’d like to find out more right now, including about the roles we’re recruiting for, do get in touch with Andy Crysell, and we’d be happy to have a first chat.

We love the work we do and we're pretty lucky to get to do it. If cultural insights and strategy interests you too, applying for an internship at Crowd DNA Sydney is a great way to get started. Culture Club kicks off again now...

Crowd DNA’s Culture Club is a carefully designed four month internship program that brings rigour and quality to those seeking experience in insight and strategy.

You can get to work in any one, or across, our four main specialisms: strategic insights (qualitative research), Crowd Signs (trends, semiotics, unstructured data), Crowd Numbers (quantitative research), Socialise (creative and editorial).

Shaped from observations, conversations and an ambition to truly meet with contemporary needs, Culture Club comes in four stages:

Culture Relevance: immersion in Crowd DNA’s training modules on what we mean by culture, how it manifests and why it matters to brands

How We Work With Culture: exploring the methods and frameworks that we use at Crowd DNA to get close to culture and then to derive strategic meaning from it

Practical Application: theory’s all good, but you learn so much from getting involved; at Culture Club you’ll get to work (in a meaningful fashion) on a number of projects, and at various point along the timeline

Culture Wrap: we don’t just wave you away with a thank you card. Concluding the programme, there’s a coaching session with a senior member of the Crowd DNA team, including recommendations on next steps, what to learn more about etc. We want you to leave us primed and excited for what’s next.

In fact, we don’t necessarily want you to leave us. We offer permanent roles to circa 25% of those who come on board for an internship at Crowd DNA. And even when we’re not able to offer this, the vast majority of those who spend time with us end up someplace very exciting, in fields such as insight, advertising, media and beyond.

No intern is left just making coffee at Crowd DNA. We encourage cultural curiosity and the opportunity to experience myriad aspects of our work. Importantly, we also hope to imprint on those who join us, the importance of adaptability (one of our values is Everything Is Changing, after all) in the future workplace.

Our internships are paid minimum wage and we’re committed to offering an inclusive and exciting place to work.

How To Apply…

We’re not asking for CVs and we absolutely do not require you to come to Culture Club armed with a degree (though they’re of course good, too!), nor to be the loudest person in the room. But we do expect to see evidence that, in your own way, you have an active interest in culture and brands, and where they intersect (we can teach you the insight and strategy bits). 

For starters, please complete this form and we’ll pick up on the conversation from there.

Or to find out more about Culture Club, get in touch with Crowd DNA’s head of people, Alexandra Smith. They will be able to share more details, find out what’s important to you, and discuss opportunities.

PS – We know that you have other things going on (study/kids/other jobs/getting out and living life after the two years that have just been). We are super open to a part-time/flexible arrangement and making something work for you.

Here’s some feedback from some of our former Culture Club recruits

“On my first day of Culture Club, I was out on the streets interviewing young athletes. It’s a real crash course in the world of insight and strategy, and Crowd is the sort of place where you can put your hand up for anything and get involved. As someone who had a real interest in culture, but no idea of what sort of career that could give me, Culture Club was a great launchpad – and I’m still here 14 months later!”

“I discovered Crowd when I was studying for my masters. I wanted a career change after working in education management and I thought that insight would be ideal for me. I like meeting new people, exploring ideas and being creative. But to get into a new industry, I knew I would need experience (both for my CV and for myself), so I thought an internship was a good way to go. On my first day at the Hoxton Square office, everyone was friendly, open and super smart. I got stuck in and started working with some huge brands from the get-go. In my first month, I worked on an online community, conducted interviews and even went on fieldwork. I was completely trusted, and that’s what I liked about the internship: I wasn’t treated like an intern at all. I was part of the team. Now that I’m a consultant, I take a lead role on projects for major clients, receive regular training and feel supported in all areas of my progression. Interning at Crowd was a great choice for me at a crucial turning point in my career.”

“I wasn’t made to feel like an intern at all during my internship at Crowd, I felt a lot of trust from the other team members and got stuck into lots of different tasks from day one. Everyone is really nice and supportive and there’s a great team spirit.”

“Interning at Crowd was a really fun and rewarding experience. Over the course of the internship, I was able to try out loads of different skills, from vox pops to qualitative and quantitative analysis. I gained hands-on experience of the different research methods and how they inform cultural strategy. After my internship, I moved into the Crowd Numbers team as an executive.”

Is it us or has everything been really weird for, like, ages now? Our Crowd Signs trends film takes a look...

The latest short-but-sweet film from our Crowd Signs team is Mainstream Weird

Here we show how distinctions between the centre ground – so-called ‘mainstream culture’ – and the peripheries – ‘weird things’ – are being continually questioned. As a result, weirdness has reached a premium in the economy of culture. We’re seeing this in social media, fashion, TV and elsewhere. Stuff that once was simply too strange is finding wide appeal. People’s capacity for nonlinear thinking is expanding, as sheer weirdness becomes a mainstream means of carving out your identity online.

So why is this? 

Today’s digital world is one where subcultures are continually pushed to the foreground. Social media means that the most unconventional image or opinion moves quickly to the centre. This is part of a greater social movement which has seen visual culture become radically democratised. Everyday, from the comfort of your own home, you’re able to significantly disrupt traditional ideals of beauty, entertainment and opinion. This means that brands, especially the big ones, are often playing catch up.   

Today, weirdness goes mainstream so fast, it’s like it was never weird in the first place.

What’s next? 

Our time is marked by a blurring of traditional definitions across the cultural board. We predict that the distinction between ‘weird’ and ‘conventional’ will continue to dissolve. Trends spotters have long been obsessed with what’s ‘in’ and what’s ‘out’, what’s ‘dominant’ and what’s ’emergent’. This hierarchy is fast disappearing, and will soon be entirely displaced by a flattened multiplicity of choice.

And, at Crowd, we say amen to that. Power to the (weird) people.

City Limits, our editorial series exploring the ever-changing urban experience is back, and this time we’re venturing away from the ‘powerhouse’ cities...

Checkout the full pdf here.

In our first ever City Limits, in late 2018, the headline stat was one of phenomenal urban growth: 30 percent of the global population living in cities in 1950; 53 percent today; an estimated 66 percent by 2050. Then came the pandemic and an incredible shift to the narrative: suddenly cities were done-for, apparently surplus to human needs. 

We doubt that somehow. We’re as certain as can be that urban environments still hold many of the solutions we seek, still cultivate progressive thinking; and – as per our company maxim – still are where so many things become culturally-charged. Yet, as much as we do love the sheer clout of the heavyweight cities (we’ve chosen a few for our office locations, after all), we recognise that now, more than ever, small can be beautiful and the outer fringes can be stimulating.

Hence this issue is all about cities in terms beyond just scale, might and ‘powerhouse’ credentials. The smaller cities, where great ideas permeate through amicable communities and life becomes more liveable; the suburbs, where codes of social consciousness are now bubbling to the surface (thanks, Real Housewives Of Atlanta). We examine the diffusion of startup culture, share our love letters to small(ish) cities around the world and celebrate the challenger sounds of the tier twos. But we also ask, just how do you keep things weird when your once unchecked conurbation is routinely popping up in Monocle’s Small Cities lists?

Thanks, as ever, to the many amazing City Limits contributors – truly a team effort across all of our offices, and testament to how passionately and articulately we report on culture. Whether thinking big or small, centre or fringes, we cannot wait to get started on issue eight.

Andy Crysell, Crowd DNA founder.

We’re seeking a skilled strategic insights expert to join our London team on adventures at the intersection of brands and culture...

We’re seeking a skilled strategic insights expert to join our London business as an associate director. You’ll get to work on fabulously diverse and exciting projects as part of the Crowd DNA team dedicated to media, tech and finance clients.

The briefs we get are amazing – truly at the intersection of culture and brands. We want someone who can bring both provocative thinking and total diligence to this type of work, and who can call on circa six plus years of relevant experience. As importantly, we want someone who relates to our values and will treat those around them – team members, project partners, participants – kindly and fairly at all times.

The details

Here’s what we’re looking for:

Project Lead

– You need to have the confidence and necessary experience to take the controls of large and sometimes complex projects; to be an informed, energised and trusted advisor to our clients

– Demonstrable experience of working on multi-market projects is important, as is the ability to lead a team on them

– We’re looking for strong evidence of experience in areas such as brand positioning, proposition development, growth strategies, trends exploration and innovation/transformation projects

– A solid set of qualitative research skills (online and offline); also in areas such as desk research, interacting with experts and influencers, developing frameworks and personas, and using diverse data sources

– We’re looking for someone who can bring a real sense of craft to their work; from the outputs they produce and strategic recommendations they devise, to how they run workshops and articulate fresh ideas that have cultural-commercial relevance

– We want someone who’s enthusiastic about the idea of working alongside strategists, data analysts, trends specialists, writers, filmmakers and designers; collaborating both with those in our London team and in our overseas offices

Proposals, Team Management, Budgets & Wider Responsibilities

– Track record of writing high quality proposals and of project design – plus a clear interest in devising strategies for establishing and growing relations with clients

– Accurately updating Crowd DNA’s leadership team on project progress and on the development of those who report into you

– Solid understanding of costing projects, budget control, and effective collaboration with suppliers and project producers

– Responsible and empathetic line management of team members, both in the context of live projects and their broader development and wellbeing

– An active interest in furthering diversity, inclusion and equity in the workplace and through our work

Working at Crowd DNA

The role comes with a competitive salary of £48,000-£59,000, and clear paths to promotion and to new opportunities. Benefits include:

– Bonus and pension schemes

– Generous gender-neutral parental leave policy

– 10am-6pm hours (also flexi time, early finish Fridays in the summer, and 1⁄2 day for birthdays)

– Flexible WFH/WFO policy

– Paid sabbatical after five years; 30 days ‘work from anywhere’ scheme each year

– Company awards, days out, betterment scheme, drinks, lunches

– Training sessions and guest speakers

– Cycle to work scheme

– Westfield Health benefits programme

It’s an entrepreneurial and energised environment, fast paced and collaborative. If you fancy working in a place where setting the agenda for the future of cultural insights and strategy is coded into the way of working, please get in touch with our head of people, Alex Smith (, providing a covering letter and CV in the first instance.


Crowd Signs: Radical Rest

Our latest Crowd Signs trends film takes in some radical rest...

Our Crowd Signs videos give us an opportunity to share concise takes on cultural change. In the latest, Radical Rest, we’ve noticed that whereas rest was once thought to be downtime, a chance to recharge between periods of work, work, work, recently the right to rest has become something that individuals are fighting for. A part of our lives we individually protect and actively nurture.

Rest has become something to militantly carve out, rather than squeeze in to a busy schedule.

Why is this?

More than anything, people are increasingly wary of the ‘always on’ lifestyles, where productivity is the only measure of a person’s worth. These are lifestyles where burnout and exhaustion are badges of being busy, and privilege. As a result, people are looking for actively unproductive ways to unwind, rising above the grind. 

In short – rest has become radical 

So What’s Next? 

We predict that our definitions of rest will become increasingly active, not passive. As individuals indulge in a more radicalised version of downtime, the highest quality rest will be seen as a right, rather than a luxury. Its practice is considered a key ingredient to a fulfilling life. 

Check the vid – while we take a quick nap. 



A fantastic opportunity to take charge of Crowd DNA's editorial output...

Reflecting our place at the intersection of culture and brands, Crowd DNA has produced so much great content over the last 13 years. High quality, provocative points of view on everything from life in New York neighbourhoods to the future of womxnhood; new trends in sports fandom to the after-dark economy; data analysis of the BLM movement to the semiotics of banking. We also create content to share our craft – such as how we use scenario planning in strategy, capturing stories from our KIN network of experts and creators, or new ways to engage people in citizen journalism.

We’re good at this stuff, but we can get better – which is where this role comes in.

We’re seeking a content and comms manager to join our team in London, to take the lead on this vital aspect of the Crowd DNA brand. It’s about ensuring we have things to say that are credible and current; and that chime with our clients and the wider marketing/comms industry. Also, importantly, that reflect the values that we as a team hold dear.

Here’s more on what we’re looking for –

Around five+ years experience, most likely in an editorial or content role. So you could be coming at this as someone fully immersed in journalism about culture, but who’d like to develop their capabilities in the sphere of brands and consultancy; or alternatively, someone fully immersed in content marketing but who wants significantly more of a cultural perspective to their work. Of course, you might already have experience at both ends. That’s definitely ok, too.

High standard editorial skills, both in your own writing and sub-editing the work of others (while you will sometimes be commissioning other writers and working with members of the Crowd DNA team, the anticipation is you will lead on much of the written content).

Film, photography and design – confident at briefing and directing our video/photographers and designers when their input is needed. Our outputs sometimes take the form of mini documentary films, for instance.

Blogging and social – comfortable with blogging platforms/CMS, and at creating content for social media

Proficient at planning – you’ll be managing our content calendar, factoring in a mix of recurring formats and one-offs. We’re ambitious and want to create a good flow of content but we need timings to be realistic and the running order to be well-considered.

Ideas! You’ll need lots of them, both to bring new energy to our existing content streams (such as City Limits and Crowd Tracks) and to create new ones. We looking for takes on culture that will challenge and motivate our clients. And we’ll want you to quickly learn about our methods and techniques, so you can start devising compelling ways to communicate them – ways that inspire rather than sounding like a ‘hard sell’

Collaborative and solutions-oriented – you’ll be working with our senior team across our offices to develop ideas that live up to our brand ambition of creating culturally charged commercial advantage. You’ll also be working with trends, insights and ideas provided by the wider team; and collaborating with them to make sure we are maximising the right channels for sharing the content that we create.

The role comes with a salary of circa £50,000pa, and great benefits (pension scheme, generous parental leave policy, flexi hours/wfh, betterment scheme, training, paid sabbatical after five years, company lunches, days out, 30 days ‘work from anywhere’ scheme each year etc).

It’s an entrepreneurial and energised environment, fast-paced and collaborative. If you fancy working in a place where setting the agenda for the future of cultural insights and strategy is coded into the way of working, get in touch with Alex Smith, our head of people, providing a CV and examples of your work in the first instance.

Crowd Tracks: Sports Fandom

Our Crowd Tracks report is back. This time we’re turning our attention to the global goings-on of sports fandom...

Download the new report here.

Crowd Tracks is our social data series, where we use our Culture At Scale method to highlight and analyse trends at the intersection of brands and culture. At what feels like a watershed moment for supporters of all types of sport, we’re bringing you the latest in fan experience, values and culture. 

In this edition we uncover how fan protests have mobilised on social platforms across the world, analyse Instagram data to track emergent fandom, and explore the rise of new, immersive experiences for fans, featuring 5G stadiums and VR.

So what’s happening in sports fandom around the world?

Sports experience is diversifying globally and fan culture is becoming more complex and inclusive. In the UK we saw a diverse team GB bring home a historic win of golds, silvers and bronzes, providing a balm for a divided nation; while in India eSports has boomed, with fantasy cricket leagues becoming nice little earners for some. Japan’s Naomi Osaka became a style icon on the cover of Vogue after pulling out of the French Open due to mental health concerns. And in rugby: global following of the sport continues to rise, with World Rugby publishing a report stating plans to attract 10% more followers by 2025.

But that’s not to say things can’t get tense out there…

2020-21 saw sport become increasingly embedded within the thorny issues of global politics. Racism and ongoing BLM protests have seen conversation spikes in the US, Europe and around the world. America has been divided by opinions on NFL players taking the knee, as has the UK where racist abuse of black players during the Euros saw widespread condemnation. 

Mental health concerns have been firmly thrust into the foreground in most recent sporting events, with athletes such as Simone Biles speaking out. Indian cricket became highly politicised, getting entwined with farmers’ protests. 

The ethics of sports partnerships have also come under the spotlight, with many calling for a boycott of the T-20 league after what were seen as unethical sponsorships from the Chinese company Vivo. 

What trends are on the rise? 

People want more muscles. While gym culture is a mainstay of IG culture, images of muscular bodies have increased by 45% in the last nine months. Wrestling is up by 70% and Boxing has seen a 55% rise. TikTok has caused dance to quite simply soar. Dancing has risen by a whopping 215% and cheerleading too is up by a similarly impressive 163%. And more young women are skating, the sport’s searches rising by 98%.   

Which brand really pushed the boat out?  

The last year saw the NBA get seriously phygital. They tapped into the emergent interest in NFTs (Non-Fungible Tokens) with Top Shot, a platform that allows fans to buy special, unique digital souvenirs. But it doesn’t just stay in the ether. The NBA are looking at ways of making this physical as well, bringing the digital collectables into the IRL sport experiences.  

What’s the future of fan experience? 

In short – TechnologyTechnology is set to offer new revenue streams for clubs and preserve the stadium experience for decades to come. 69% of fans report the use of emerging technologies has enhanced their viewing experience both inside and outside the stadium. Sports brands need to act fast on this or risk losing out to the ever-dominant tech industry.

And finally: how have fan values changed? 

Fan communities used to be defined by one thing: their shared support. Now, sports fandom – and fandom in general – is built around cultural values beyond the sport itself. Whether it’s a desire for accountability, transparency, or greater representation, fans are now banding together around shared causes, calling on clubs and athletes to use their power for good.

Thanks to social media, fans can share information and mobilise, take issues into their own hands and vocalise what matters. Sporting institutions need to prioritise the voice of the fans, and make smart appointments – such as heads of diversity or culture – to ensure their businesses are run fairly and in line with their fans’ values.

You can download the full Crowd Tracks: Sports Fandom report here

Culture At Scale is a powerful new addition to how Crowd DNA pinpoints and tracks trends. Supported by the advanced NLP, AI and machine learning capabilities of, we tap into the sheer size and incredible pace of the online conversation, presenting future scenarios and defining credible opportunities.