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What we do

We help brands grow, anywhere in the world. We don’t have a set approach; we look at each brief afresh and recommend methodology to suit. This could include qual, quant and data analytics: we particularly like mixing methodologies and adding in creative techniques to look at issues from a range of angles.

Here’s a selection of our techniques and approaches. We’d love to discuss which would work best for your brief.


Let’s spend some time together

Our family, friends, jobs, passions and interests reveal a lot about our relationships with products, ideas and brands. Just spending time with people, families and friends is revealing and helps us work out how best to communicate with them. We use mobile ethnography, documentaries, home visits, co-discoveries, dinner dates and more.

Exploration Workshops

When you don’t know what you need to know. Extended workshops explore themes and concepts with role plays, debates, co-creation, idea storms, illustrators and vox pops.

Ask the Experts

Put the segmentation to one side and think about your audience from a fresh perspective. Experts in a range of fields can provide unique insights. We talk to chefs about fast food, bartenders about cocktails and bank managers about current accounts.

Café Qual

Some of the greatest creative thinkers figured it out over coffee. We rent out coffee shops to conduct pre-recruited or off the street espresso depths to explore just about anything.

Employee Mood

Employees deliver the brand to its customers. But how do they feel when they tell people where they work? What does it say about them, how proud are they to work there, how fundamentally loyal are they, and what does the company brand really mean to them? Employee Mood Manager uses a mix of qual and quant tracking to explore, measure and develop the relationship employees have with their employer brand - stimulated, anxious, reassured or bored and the impact this has on loyalty and advocacy.

Market Sizing

Understanding the potential size of your market as well as where you fit within the marketplace forms a critical foundation for building a successful business strategy. We use our intelligent evaluation techniques to clearly define the landscape of your marketplace informing where change can impact market share and maximise ROI.

Get off the sofa!

To understand behaviour you need action as well as words. We set people tasks either in person or online and ask them to record their progress and share their experiences.


The best segmentations combine a thorough understanding of the statistics with a creative flair to identify and focus on the key dimensions that distinguish groups. Using our robust analytics, professional expertise and proprietary techniques, we build bespoke segmentation models which will produce predictive, stable groups that reflect business and research objectives. We deliver this in a way that clarifies, mobilises and energises your team, working hard with clients to ensure that our outputs become successfully embedded within their organisation.


Digital Dig And Dive

We have a comprehensive toolkit to develop and evaluate your digital presence. Google Analytics provides the digital backdrop while qual usability studies identify how people behave at your site, with your app, and how that affects not just their experience but your brand. Cookie tracking and online surveys enable us to link brand response to proven opportunities to see for robust measures of campaign performance.

Creative Development

Helping great advertising campaigns germinate from seeds to big beautiful flowers was our first love. We still apply the same passion to developing your territories, concepts and creative ideas in any media anywhere in the world – often using qual and quant together to gain breadth as well as depth.


Kids think differently. Our kids techniques include playing football, going to McDonalds, getting parents to ask the questions and lots of observation. We prioritise fun but our techniques are based on child development theory.

The Design Review

People react differently to design than creative work. We know when reviewing design - whether visual identity, logos or packaging - that the focus is on meaning rather than appeal. We combine qual and quant to understand impact and communication, and help you maximise both.

Proposition +

Proposition + takes the core Nursery principles of constructive and developmental qualitative research and applies them to a fast and flexible online platform. Proposition + is designed to explore and optimise product ideas, tactical and promotional campaigns and brand messages, with the platform allowing stimulus development in real time and live recommendations.

Using our EFFECT model, propositions are finally assessed on their potential to deliver a promise that is clear, convincing, motivating and sticky. Equally suited to visual and descriptive stimulus, Proposition + works well as part of an iterative process and is readily replicated across international markets.


Nursery On Show

Nursery On Show brings our core capabilities together to understand how an event, sponsorship or show has changed your audience’s relationship with the brand. A 360° research programme measures response to the event amongst all relevant audiences: those attending, watching or aware, and qual exploration identifies how to improve every last detail for next time. Reporting delivers the key metrics but also brings the voice of your customer into the boardroom.

Nursery Tracking Plus

Our unique approach to tracking is designed to explain how marketing changes what people know and feel about your brand, but also how people behave as a result. Through data science we can link key market metrics, customer and sales data, internal performance and sensitive brand and communications measurement. The result is an integrated picture of brand performance which allows our clients to focus efforts where communications can make the most difference.

Target Campaign Evaluation

Whatever the media, we report back on campaign effectiveness in a way that suits that channel. Outdoor, radio, sponsorship, PR, print, VOD, social media or something else: we track your campaign effectiveness amongst the right audience and tailor our diagnostics to reflect how that channel works. Careful screening ensures we focus on respondents with an opportunity to see the campaign.

Brand Proposition Testing

Our unique approach to proposition testing focuses on exploring how fresh brand propositions can change brand relationships. Using a brand/proposition/brand sandwich we generate brand shifts on core metrics to see how new positionings can impact on the brand. Tailored diagnostics provide forensic analysis of exactly how the proposition is working, and how we can make it work harder.

Brand Impact Pre-Testing

Our unique approach to pre-testing explores how creative content can change brand relationships. Using 24 hour after recall we can focus on what the ad leaves behind, not just what consumers notice. Brand shifts help us to explain advertising effect, while tailored diagnostics provide guidance on how to make it more effective. Reference benchmarks provide further context on ad performance and help you make better advertising decisions.

Media Mix Modelling

To get an accurate understanding of ROI we strip out ‘noise’ in the survey data – so we can attempt to isolate where the advertising has made a difference.

By integrating the relevant tracking data – recognition data, brand KPIs, with advertising spend data, and business metrics, we can start to build a model that quantifies the performance of individual channels.

Most importantly, we build models that are bespoke to our clients’ needs. We work collaboratively with all parties to identify existing hypotheses and develop, test and build the models that can address and respond accordingly.

Customer Experience

Brand promises and communication mean very little if the actual experience falls short. So Nursery Customer Experience Tracking explains and interprets customer satisfaction in the context of the underlying values of the brand. From qualitative interrogation of brand experience to automated transaction monitoring we scope, measure and diagnose what drives customer satisfaction, using state of the art delivery tools to put actionable reports in the hands of those that need them.


Text Analytics

Data comes in many forms, and increasingly through social media channels, and review sites etc. Whilst the content of this insight can be revealing it is often overlooked given the extensive and time-consuming nature of analysis.

We can provide a systematic solution that will save you time yet still deliver more depth of understanding and how this changes over time. In short, our text analytics outputs help clients to understand not just what people say, but why.

Forensic Data Audit

We offer a cost-effective opportunity for organisations to dip their toes into the world of data analytics. We can take your existing data (research and business sourced) step by step and start to look for relationships and trends that will either confirm business hypotheses or highlight potential new areas for exploration.