Laura Warby

Laura Warby

Senior Director, Cultural Strategy (London)

Laura joined Crowd DNA from Tonic Insight to feed her curiosity for cultures near and far away, and help inspire our clients to stay aligned with the fast moving world around them. Her passion for understanding people and brands led to a degree in psychology and then, later, an MA in brand development at Goldsmiths. After a career in healthcare research took her overseas and allowed her to specialise in emerging markets, she decided to lay her hat in Barcelona. Over the next four years, she freelanced on projects that ranged from writing business intelligence reports to strategy for a wedding planning brand. Three more things to know about Laura: she’s just about got over a life-long addiction for buying trainers, puts chilli on all food (apart from roast dinners), and can be bribed to do almost anything with a bag of pick ‘n’ mix.

  • Narrated Galleries

    We love films, but narrated galleries – fusing showreels of still images and audio of participant commentary – creates outputs that allow for high levels of reflection and audience empathy. Ideal for user experience work, in other words

  • Crowd Communities

    We’ve a wealth of experience at setting up and managing communities for clients, with learnings on how best to engage audiences and a full box of tricks for maximising what we get out of the work – including geo tagging, streaming in social media data and a mobile optimised platform

  • Pinterest

    We’ve used Pinterest to really good effect on a number of projects recently, helping us to explore differences and commonalities among different typologies in areas such as fashion and style, home, holidays and entertainment. Engagement levels with participants always rank high, and clients love the vividness and clarity of the findings.

  • Citizen Journalism

    Citizen journalism works on the principle of making reporters of our participants, briefing them to capture what’s happening in the lives of their friends and family via video dispatches and blogging. It gets us places where we can’t otherwise get. It bypasses the bias of having a researcher in attendance. People are often more accurate reporters on those around them than on themselves, so that’s another bias circumnavigated.

  • Network Audits

    If you want to really understand how people interact with those around them, it’s logical to research interconnected groups of friends, family and work colleagues. First developed as part of our award winning word of mouth research for Guardian News & Media, and since then refined and reconfigured across a range of global projects, our network audit approach helps us understand who’s influencing who as authentically as possible.