A strategic insights and cultural intelligence studio 

Working with brands and organisations to understand the inner workings and emergent ways of global and local cultures.  Uncovering context, meaning and future possibilities for design and strategy.

School of Critical Design

Testimonials

Gemma is hugely talented qualitative research leader who manages complex, ambiguous projects effortlesly, resulting in unique, actionable insights that directly contribute to business goals. Her collaborative approach - from working with cross - functional stakeholders to recruiting & managing a global team of moderators - made her a joy to work with on a high priority project at Discord.

Gemma has a remarkable knowledge of cultures, and well trained intuitive sensitivity. Cultural symbols, rituals and codes that would otherwise pass unnoticed if using classic techniques, are brought into swift and sharp focus. Upbeat and imaginative, possessor of unusual methods, she’s a rare ‘secret weapon’ for spotting meaningful possibilities for places, destinations and brands.