MISSION
MISSION
MISSION
The Folk Way
The Folk Way
The Folk Way
We’re Folk – an international research and brand consultancy that brings the power of imagination to inspire positive change. What we’re about in essence…
We’re Folk – an international research and brand consultancy that brings the power of imagination to inspire positive change. What we’re about in essence…
We’re Folk – an international research and brand consultancy that brings the power of imagination to inspire positive change. What we’re about in essence…
We’re Folk – an international research and brand consultancy that brings the power of imagination to inspire positive change. What we’re about in essence…
People.
People.
People.
We talk to people - not “clients” & “respondents”. Connections are made through trust, respect and open-minded curiosity.
We talk to people - not “clients” & “respondents”. Connections are made through trust, respect and open-minded curiosity.
We talk to people - not “clients” & “respondents”. Connections are made through trust, respect and open-minded curiosity.
We talk to people - not “clients” & “respondents”. Connections are made through trust, respect and open-minded curiosity.
Imagination.
Imagination.
Imagination.
Research should do more than report. It should reveal human truths, stretch minds and spark fresh ideas. This is how you shape brands that matter to people.
Research should do more than report. It should reveal human truths, stretch minds and spark fresh ideas. This is how you shape brands that matter to people.
Research should do more than report. It should reveal human truths, stretch minds and spark fresh ideas. This is how you shape brands that matter to people.
Innovation.
Innovation.
Innovation.
From FMCG to entertainment, nutrition to not-for-profit, we tailor creative approaches across qual, quant and cultural questing to give the clarity and confidence to move forward.
From FMCG to entertainment, nutrition to not-for-profit, we tailor creative approaches across qual, quant and cultural questing to give the clarity and confidence to move forward.
From FMCG to entertainment, nutrition to not-for-profit, we tailor creative approaches across qual, quant and cultural questing to give the clarity and confidence to move forward.
SPECIALISMS
SPECIALISMS
SPECIALISMS
What we do
What we do
What we do
Strategic exploration
Strategic exploration
Strategic exploration
Growth comes from knowing where to play. Starting deep in the detail of people’s lives we use ethnographic approaches to confront real life behaviours and throw light on under-met needs. Whether it’s finding tensions or reframing behaviours, we help brands identify fresh roles to play.
Growth comes from knowing where to play. Starting deep in the detail of people’s lives we use ethnographic approaches to confront real life behaviours and throw light on under-met needs. Whether it’s finding tensions or reframing behaviours, we help brands identify fresh roles to play.
Growth comes from knowing where to play. Starting deep in the detail of people’s lives we use ethnographic approaches to confront real life behaviours and throw light on under-met needs. Whether it’s finding tensions or reframing behaviours, we help brands identify fresh roles to play.
Positioning definition
Positioning definition
Positioning definition
Sharper connections. Stronger stand-out. Positionings are notoriously hard to research meaningfully. To most they seem abstract, detached – judged as 'weird and waffly’. But we have our ways to set brands apart and give teams something to rally behind.
Sharper connections. Stronger stand-out. Positionings are notoriously hard to research meaningfully. To most they seem abstract, detached – judged as 'weird and waffly’. But we have our ways to set brands apart and give teams something to rally behind.
Sharper connections. Stronger stand-out. Positionings are notoriously hard to research meaningfully. To most they seem abstract, detached – judged as 'weird and waffly’. But we have our ways to set brands apart and give teams something to rally behind.
Creative development
Creative development
Creative development
From idea to execution, we tread lightly with a brand’s dreams. Our work helps clients gain advantage through bolder, truly creative comms. We tease out potential via careful nurturing and rigorous analysis. We don't just rely on snapshots either – we gauge longer-term impact.
From idea to execution, we tread lightly with a brand’s dreams. Our work helps clients gain advantage through bolder, truly creative comms. We tease out potential via careful nurturing and rigorous analysis. We don't just rely on snapshots either – we gauge longer-term impact.
From idea to execution, we tread lightly with a brand’s dreams. Our work helps clients gain advantage through bolder, truly creative comms. We tease out potential via careful nurturing and rigorous analysis. We don't just rely on snapshots either – we gauge longer-term impact.
Culture Questing
Culture Questing
Culture Questing
Consumers can only tell us so much about the complex forces that influence. To paint a fuller picture we harness the expertise of our network of journalists, semioticians and influencers to gauge a category‘s trajectory and identify where the spaces are.
Consumers can only tell us so much about the complex forces that influence. To paint a fuller picture we harness the expertise of our network of journalists, semioticians and influencers to gauge a category‘s trajectory and identify where the spaces are.
Consumers can only tell us so much about the complex forces that influence. To paint a fuller picture we harness the expertise of our network of journalists, semioticians and influencers to gauge a category‘s trajectory and identify where the spaces are.
Data with depth
Data with depth
Data with depth
Of course, we work hard to create surveys that ensure people engage with your questions. But it’s the output that really matters. We distil the data to unearth stories and commercial opportunities that help clients make smarter decisions, faster.
Of course, we work hard to create surveys that ensure people engage with your questions. But it’s the output that really matters. We distil the data to unearth stories and commercial opportunities that help clients make smarter decisions, faster.
Of course, we work hard to create surveys that ensure people engage with your questions. But it’s the output that really matters. We distil the data to unearth stories and commercial opportunities that help clients make smarter decisions, faster.
Folk international
Folk international
Folk international
Highlighting cross-cultural meaning as well as local nuance. Much of our work spans multiple countries - online and in-the-room. Through sensitive moderation, like-minded partners and close supervision, we deliver consistency and rigour to ensure imagination and creativity rule throughout.
Highlighting cross-cultural meaning as well as local nuance. Much of our work spans multiple countries - online and in-the-room. Through sensitive moderation, like-minded partners and close supervision, we deliver consistency and rigour to ensure imagination and creativity rule throughout.
Highlighting cross-cultural meaning as well as local nuance. Much of our work spans multiple countries - online and in-the-room. Through sensitive moderation, like-minded partners and close supervision, we deliver consistency and rigour to ensure imagination and creativity rule throughout.
NPD and innovation
NPD and innovation
NPD and innovation
We rarely know what we want before it exists. To spark the seeds of innovation, we help consumers spot and articulate their unmet needs. Our concept crafting process anchors product benefits in deep human truths, resulting in NPD that drives behaviour change and brand advantage.
We rarely know what we want before it exists. To spark the seeds of innovation, we help consumers spot and articulate their unmet needs. Our concept crafting process anchors product benefits in deep human truths, resulting in NPD that drives behaviour change and brand advantage.
We rarely know what we want before it exists. To spark the seeds of innovation, we help consumers spot and articulate their unmet needs. Our concept crafting process anchors product benefits in deep human truths, resulting in NPD that drives behaviour change and brand advantage.
CLIENTS
CLIENTS
CLIENTS
Who we’ve worked with
Who we’ve worked with
Who we’ve worked with
TESTIMONIALS
TESTIMONIALS
TESTIMONIALS
And what they have to say
And what they have to say
And what they have to say
Sky Bet
“From fast-tracking things to meet with our timings, to helping us optimise the stimulus to continually get the best out the groups, you’ve been great from start to finish. The debrief deck is brilliant and the findings are going to be hugely valuable in helping us shape and define our approach. Another successful Sky Bet x Folk collaboration!”
Ashley Vann, Senior Brand Marketer
Lurpak
"Folk have been a great foundation for our ads and a constant companion in everything we do with the brand - giving clear insights and recommendations that help us to make decisions with confidence. Their work lives on vividly."
Dr. Martens
"Innovative approaches, along with clear presentation, gave us a much deeper understanding of the diversity of our consumers, their behaviour and how and why they connect with the brand. Their work is highly valued - informing strategic direction across the business."
World Animal Protection
"Their depth of insight and creative methodology moved us beyond the default generic, giving us actionable feedback that helped define who we are and how to embed this into our comms."
Moju
“The team at Folk are a pleasure to work with – they developed a completely bespoke qual solution for MOJU, that really helped us to get under the skin of our consumers. With a somewhat limited budget, we were able to understand the key barriers and drivers to unlock growth – all in record time!’
Jon Marchant, Marketing Director
Reckitt
"My go-to qual agency. They always provide a distillation of the issues with actionable recommendations. But what really makes Folk stand out is they go above and beyond for clients in terms of agility without compromising integrity."
Sky Bet
“From fast-tracking things to meet with our timings, to helping us optimise the stimulus to continually get the best out the groups, you’ve been great from start to finish. The debrief deck is brilliant and the findings are going to be hugely valuable in helping us shape and define our approach. Another successful Sky Bet x Folk collaboration!”
Ashley Vann, Senior Brand Marketer
Reckitt
"My go-to qual agency. They always provide a distillation of the issues with actionable recommendations. But what really makes Folk stand out is they go above and beyond for clients in terms of agility without compromising integrity."
MOJU
“The team at Folk are a pleasure to work with – they developed a completely bespoke qual solution for MOJU, that really helped us to get under the skin of our consumers. With a somewhat limited budget, we were able to understand the key barriers and drivers to unlock growth – all in record time!’ Jon Marchant, Marketing Director
Lurpak
"Folk have been a great foundation for our ads and a constant companion in everything we do with the brand - giving clear insights and recommendations that help us to make decisions with confidence. Their work lives on vividly."
Dr. Martens
"Innovative approaches, along with clear presentation, gave us a much deeper understanding of the diversity of our consumers, their behaviour and how and why they connect with the brand. Their work is highly valued - informing strategic direction across the business."
World Animal Protection
"Their depth of insight and creative methodology moved us beyond the default generic, giving us actionable feedback that helped define who we are and how to embed this into our comms."
Sky Bet
“From fast-tracking things to meet with our timings, to helping us optimise the stimulus to continually get the best out the groups, you’ve been great from start to finish. The debrief deck is brilliant and the findings are going to be hugely valuable in helping us shape and define our approach. Another successful Sky Bet x Folk collaboration!”
Ashley Vann, Senior Brand Marketer
Reckitt
"My go-to qual agency. They always provide a distillation of the issues with actionable recommendations. But what really makes Folk stand out is they go above and beyond for clients in terms of agility without compromising integrity."
MOJU
“The team at Folk are a pleasure to work with – they developed a completely bespoke qual solution for MOJU, that really helped us to get under the skin of our consumers. With a somewhat limited budget, we were able to understand the key barriers and drivers to unlock growth – all in record time!’ Jon Marchant, Marketing Director
Lurpak
"Folk have been a great foundation for our ads and a constant companion in everything we do with the brand - giving clear insights and recommendations that help us to make decisions with confidence. Their work lives on vividly."
Dr. Martens
"Innovative approaches, along with clear presentation, gave us a much deeper understanding of the diversity of our consumers, their behaviour and how and why they connect with the brand. Their work is highly valued - informing strategic direction across the business."
World Animal Protection
"Their depth of insight and creative methodology moved us beyond the default generic, giving us actionable feedback that helped define who we are and how to embed this into our comms."
Sky Bet
“From fast-tracking things to meet with our timings, to helping us optimise the stimulus to continually get the best out the groups, you’ve been great from start to finish. The debrief deck is brilliant and the findings are going to be hugely valuable in helping us shape and define our approach. Another successful Sky Bet x Folk collaboration!”
Ashley Vann, Senior Brand Marketer
Reckitt
"My go-to qual agency. They always provide a distillation of the issues with actionable recommendations. But what really makes Folk stand out is they go above and beyond for clients in terms of agility without compromising integrity."
MOJU
“The team at Folk are a pleasure to work with – they developed a completely bespoke qual solution for MOJU, that really helped us to get under the skin of our consumers. With a somewhat limited budget, we were able to understand the key barriers and drivers to unlock growth – all in record time!’ Jon Marchant, Marketing Director
Lurpak
"Folk have been a great foundation for our ads and a constant companion in everything we do with the brand - giving clear insights and recommendations that help us to make decisions with confidence. Their work lives on vividly."
Dr. Martens
"Innovative approaches, along with clear presentation, gave us a much deeper understanding of the diversity of our consumers, their behaviour and how and why they connect with the brand. Their work is highly valued - informing strategic direction across the business."
World Animal Protection
"Their depth of insight and creative methodology moved us beyond the default generic, giving us actionable feedback that helped define who we are and how to embed this into our comms."
AWARDS
AWARDS
AWARDS
Proven effectiveness
Proven effectiveness
Proven effectiveness
OUR TEAM
OUR TEAM
OUR TEAM
Who’s behind the thinking? A team of ex-ad planners, anthropologists, actors and all round brand nerds. Different backgrounds but shared values - a love of cracking challenges through imagination, intellectual graft (and a bit of charm)
Who’s behind the thinking? A team of ex-ad planners, anthropologists, actors and all round brand nerds. Different backgrounds but shared values - a love of cracking challenges through imagination, intellectual graft (and a bit of charm)
Who’s behind the thinking? A team of ex-ad planners, anthropologists, actors and all round brand nerds. Different backgrounds but shared values - a love of cracking challenges through imagination, intellectual graft (and a bit of charm)
Natalie Swanson
Co-founder & Managing Director
With a background in social anthropology, Natalie has always been fascinated by how people live, and what drives us as humans to do the weird and wonderful things we do. Since 2005, she has been rifling through bathroom cabinets, fridges, glove boxes and the deepest recesses of consumer brains to extract insights that help brands evolve and grow.
Natalie joined Voodoo in 2008, then set up Folk with Matt and Peter in 2018 with the shared ethos of making research more imaginative - from fieldwork through to storytelling. Natalie specialises in exploratory and ethnographic methods, uncovering unexpected innovation and positioning opportunities for clients across the world. Out of work, Natalie loves going to galleries and gigs - or dragging her lazy dog Cosmo out for walks in the parks of South London.
Matt Allen
Co-founder & Managing Director
Matt started out as an actor - actually pretty good training for life as a researcher and untangling the complexities of human behaviour. It's also helped keeping tough audiences - clients and consumers - engaged. He has been in research since 2003, helping to set up Voodoo and getting its Magic Bus on the road (touring UK festivals to take research to the people).
He set up Folk with Natalie and Peter in 2018 with a goal of delivering enhanced consumer insight through more imaginative and bespoke approaches. A particular area of strength is communication and strategy development, helping brands realise the potential of true creativity to gain competitive advantage. Matt is passionate about Spare Time where he can be found swilling wine, baking sourdough and wandering the hills with his dog-friend, Harlesworth.
Peter Fenton O’Creevy
Co-founder, Consultant
With a background as a strategic planner for several leading London advertising agencies, Peter brings a deep understanding of what truly supports – and what hinders – the development of distinctive, emotionally resonant advertising. His approach to research is shaped by years of working alongside creatives, ensuring insights are not only sharp but actually usable.
Outside of work, he’s driven by curiosity and adventure. He’s recently built a sauna and cold plunge pool in his garden, makes cheese, and from time to time can be found throwing himself out of an aircraft at thirteen thousand feet or doing what he likes to claim is surfing.
Whether it’s diving into consumer behaviour or off the side of a plane, he’s always exploring new ways to connect, challenge, and create.
Adriana Baralle
Strategist & Online Lead
Adriana switched life as a Head Planner in Brazil & Mexico to become a London-based qual-researcher seven years ago. Despite the cultural and climatic shift she is loving the move.
Naturally inquisitive - psychoanalysis is a deep interest - and strategically minded she specializes in culturally relevant insights and the smart use of online approaches to get us closer to research audiences. Apart from reminiscing about the weather in Sao Paulo, you’ll find her practicing yoga (badly but with abandon) and travelling the world with her Anglo-Italian-Brazilian family to keep her research skills finely tuned.
Hannah McCarthy
Research Director
Hannah has always been curious - about the world, about culture and most importantly, about people. She’s been in the qual research game for 14 years now and joined Folk in 2024 to do more of the kind of work she loves – meaningful, creative, and rooted in sparky conversations with real people.
A seasoned quallie, Hannah believes a range of bespoke, smart approaches are increasingly needed if you really want to capture the imaginations of research audiences and get under the skin of a client's brief. When given half a chance, you’ll usually find her planning her next adventure, exploring a hiking trail, or catching the latest play at the theatre.
Neil Ross
Fieldwork & Ops
Neil has been the boss of all things field and operations at Folk since 2023, bringing a no-nonsense, can-do and detail-focused approach that is much admired by clients and colleagues. He's worked across myriad categories with a range of clients.
With over 25 years experience, Neil has been the boss of all things field and operations at Folk since 2023. Highly organised and with experience across multiple methodologies and categories, he is also an excellent communicator - whether liaising with our network of recruiters, partner agencies or with clients: he's the glue that holds Folk together. When not grappling with a recruitment spec or charming a recruiter, Neil is passionate about travel, sport and music. His guilty pleasure is reality TV.
Natalie Swanson
Natalie Swanson
Co-founder & Managing Director
Co-founder & Managing Director
With a background in social anthropology, Natalie has always been fascinated by how people live, and what drives us as humans to do the weird and wonderful things we do. Since 2005, she has been rifling through bathroom cabinets, fridges, glove boxes and the deepest recesses of consumer brains to extract insights that help brands evolve and grow.
Natalie joined Voodoo in 2008, then set up Folk with Matt and Peter in 2018 with the shared ethos of making research more imaginative - from fieldwork through to storytelling. Natalie specialises in exploratory and ethnographic methods, uncovering unexpected innovation and positioning opportunities for clients across the world. Out of work, Natalie loves going to galleries and gigs - or dragging her lazy dog Cosmo out for walks in the parks of South London.
Matt Allen
Matt Allen
Co-founder & Managing Director
Co-founder & Managing Director
Matt started out as an actor - actually pretty good training for life as a researcher and untangling the complexities of human behaviour. It's also helped keeping tough audiences - clients and consumers - engaged. He has been in research since 2003, helping to set up Voodoo and getting its Magic Bus on the road (touring UK festivals to take research to the people).
He set up Folk with Natalie and Peter in 2018 with a goal of delivering enhanced consumer insight through more imaginative and bespoke approaches. A particular area of strength is communication and strategy development, helping brands realise the potential of true creativity to gain competitive advantage. Matt is passionate about Spare Time where he can be found swilling wine, baking sourdough and wandering the hills with his dog-friend, Harlesworth.
Peter Fenton O’Creevy
Peter Fenton O’Creevy
Co-founder, Consultant
With a background as a strategic planner for several leading London advertising agencies, Peter brings a deep understanding of what truly supports – and what hinders – the development of distinctive, emotionally resonant advertising. His approach to research is shaped by years of working alongside creatives, ensuring insights are not only sharp but actually usable.
Outside of work, he’s driven by curiosity and adventure. He’s recently built a sauna and cold plunge pool in his garden, makes cheese, and from time to time can be found throwing himself out of an aircraft at thirteen thousand feet or doing what he likes to claim is surfing.
Whether it’s diving into consumer behaviour or off the side of a plane, he’s always exploring new ways to connect, challenge, and create.
Adriana Baralle
Adriana Baralle
Strategist & Online Lead
Strategist & Online Lead
Adriana switched life as a Head Planner in Brazil & Mexico to become a London-based qual-researcher seven years ago. Despite the cultural and climatic shift she is loving the move.
Naturally inquisitive - psychoanalysis is a deep interest - and strategically minded she specializes in culturally relevant insights and the smart use of online approaches to get us closer to research audiences. Apart from reminiscing about the weather in Sao Paulo, you’ll find her practicing yoga (badly but with abandon) and travelling the world with her Anglo-Italian-Brazilian family to keep her research skills finely tuned.
Hannah McCarthy
Hannah McCarthy
Research Director
Hannah has always been curious - about the world, about culture and most importantly, about people. She’s been in the qual research game for 14 years now and joined Folk in 2024 to do more of the kind of work she loves – meaningful, creative, and rooted in sparky conversations with real people.
A seasoned quallie, Hannah believes a range of bespoke, smart approaches are increasingly needed if you really want to capture the imaginations of research audiences and get under the skin of a client's brief. When given half a chance, you’ll usually find her planning her next adventure, exploring a hiking trail, or catching the latest play at the theatre.
Neil Ross
Neil Ross
Fieldwork & Ops
Neil has been the boss of all things field and operations at Folk since 2023, bringing a no-nonsense, can-do and detail-focused approach that is much admired by clients and colleagues. He's worked across myriad categories with a range of clients.
With over 25 years experience, Neil has been the boss of all things field and operations at Folk since 2023. Highly organised and with experience across multiple methodologies and categories, he is also an excellent communicator - whether liaising with our network of recruiters, partner agencies or with clients: he's the glue that holds Folk together. When not grappling with a recruitment spec or charming a recruiter, Neil is passionate about travel, sport and music. His guilty pleasure is reality TV.
GET IN TOUCH
GET IN TOUCH
GET IN TOUCH
CALL
CALL
CALL
Natalie: +44 7968 784342
Natalie: +44 7968 784342
Matt: +44 7702 502630
Natalie: +44 7968 784342
Matt: +44 7702 502630
Matt: +44 7702 502630
hello@folkresearch.com
hello@folkresearch.com
hello@folkresearch.com
Or complete the contact form below
Or complete the contact form below
Or complete the contact form below
Revealing the power of
imagination for sharper brands.
Revealing the power of
imagination for sharper brands.
Revealing the power of
Revealing the power of
imagination for sharper brands.
imagination for sharper brands.
The
The
Folk
Folk
Way
Way
The
The
Folk
Folk
Way
Way
The
The
Folk
Folk
Way
Way