14-15 D'Arblay St Soho W1F 8DZ

+44 (0)20 3960 7900

Folk - Insight & Brand Consultancy

People. Culture. Creativity.


Enhanced consumer insight.

What we're about


People interacting. Creative.

We're fans of smart tools and techniques - but getting out and meeting people is often where the magic happens. 


Cultural context.

Consumers can't tell you everything. Our enhanced insight uses semiotics, experts and influencers to avoid blind spots.


Creative development.

Our goal is to help brands realise the potential of creative marketing to gain competitive advantage. 

What we do

Enhanced qual

researching people and trends

It takes imagination and graft to get beyond the surface. We do what it takes. Groups and depths with a difference; ethnography and films that deliver; smarter online. Everything's bespoke.

Engaging quant


We work with survey software innovators to ensure respondent engagement. But it's the output that matters. We distil the data to unearth the stories and commercial opportunities. 

Culture questing

cultural trends semiotics research

It can be hard to see the bigger picture. We look beyond individual perspectives, harnessing the views of semioticians, industry experts and digital influencers to unearth opportunities.

Creative international

international market research

Much of our work spans multiple countries. Through sensitive moderation, like-minded partners and close supervision, we deliver consistency and rigour to ensure creativity rules throughout. 

Nice things clients have said...


debenhams research beauty semiotics

One of the best qual pieces of work we’ve had in a long time... the first where we’ve been able to bring a 3rd party into the room with the board. Really looking forward to working again in the future.


advertising research, lurpak, arla

Great - for their ability to deliver clear insights and recommendations that help the business to make key decisions with great confidence.



Everyone has been so positive. Your direction was super clear and really helped with developing the campaign. A huge thank you from our side… It’s been lovely working with you.

Dr. Martens

Dr Martens, DMs, advertising

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

charity research

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.

Premier Inn


I highly recommend these guys. If you want a research partner who will deliver meaningful market insights then they are a valuable asset to have alongside you.


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Come and see us in Soho...

Folk Research Ltd

14-15 D'Arblay Street, Soho, London, W1F 8DZ

+44 (0)20 3960 7900

Folk tales