Sarah Grant

Director, Cultural Strategy (Numbers, APAC)

Sarah is our Crowd Numbers director in APAC. She ‘fell’ into the industry in her university days, landing her first job as a market research assistant, and became captivated by the diversity in every aspect of cultural, consumer and category research – from the clients, to the projects, and the approaches, conversations, cultures and lifestyles. Since then, Sarah has worked in both Sydney (three years) and London (five years) as a senior researcher for brands in the media, FMCG, outdoor, pharmaceutical, entertainment, transport and tech industries in over 20+ markets. She is a passionate qual/quant dualist, favouring blended approaches that utilise multiple specialisms in tandem to highlight white spaces and opportunity areas. She is a keen traveller, baker and board game nerd. Fun fact: Sarah has ridden from London to Paris (465km) on her bike during a 45-degree celsius heatwave, and is somehow still here to tell the tale.

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.