Dr Matilda Andersson

Dr Matilda Andersson

Group Managing Director

Matilda is managing director of our London and Amsterdam offices, making sure we deliver ground breaking work at all times. With responsibility for the best (and nicest) team of trends specialists, researchers, strategists, semioticians, social media analysts, designers, writers and film-makers out there, since joining us in 2015 she’s delivered work that’s disrupted categories, brought products to market, inspired creative directions and communicated powerful narratives for the world’s most exciting brands. Thanks to a ‘never stop learning’ philosophy, she’s completed two masters and a PhD in media and communication (focusing on social media journalism and democratic debate). With a background in international media and entertainment at the BBC and BBC Worldwide, she’s also run her own business in Stockholm. Next to jumping through hoops for clients, she literally hangs from them when training for circus performances.

  • 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.