Clear, smart insight solutions
One of the very best qualitative research agencies I’ve seen in action. Clever, strategic, insightful
About us
Lucid is a global qual insight, brand and innovation consultancy with a reputation for clarity, smart strategic thinking and a dynamic, creative approach that gets more from people. Our backgrounds enable us to identify the implications beyond the findings and a clear, actionable way forward.
Further
There’s insights, and then there are the insights Lucid provide: going deeper into what people really mean, sifting through contradictions and complexity, and arriving at knowledge that has real impact and drives action
Our work
We work globally online and face-to-face. We’re passionate about getting the most from insight so often mix methods and work iteratively and collaboratively to push the thinking. Based on neuroscience, we use multi-modal techniques including movement and ‘clean questioning’ to help people engage, access their emotions and unearth the metaphors driving their experience. When appropriate, we integrate qual with semiotics and cultural analysis to reach more rounded insight and even more practical recommendations, and / or we may collaborate with quant partners.
We work with you to get the stimulus right, creating it when needed, and outputs vary on a needs basis, flexing to fit timeframe and budget.
Internationally, we work with local qual partners but lead and actively take part in all aspects of the project (including co-moderating digital and attending all F2F sessions, online or in person), ensuring the same standard of insight across all markets.
We do a lot of work on positioning – particularly re-positioning, when change is needed.
We help you innovate in a faster, more agile, more adaptive way, guided by insight and our experience and skills in foresight, strategy and innovation.
Having worked in advertising means we’re often asked to help clients with comms development.
We are highly skilled in design and packaging, coming from our previous roles in strategy for design and retail.
Our ‘Double Helix’ approach provides concrete, easy-to-implement guidelines and guardrails for brand assets and comms.
We’re often asked to help clients get under the skin of how people perceive and engage in their category, or one they want to enter.
We’ve worked with notable organisations (even nations) on the attitudes of businesses to what they offer.
A number of clients have engaged us to bring our energy, facilitation and engagement skills to internal work.
Clearer
Top-level expertise to make consumers talk, exceptional level of strategic mindset and presentation skills, and so great to work with. I really recommend them!
People
Backgrounds in advertising, marketing, brand consultancy, client-side insight, semiotics and cultural analysis make us powerful thinking partners and credible advocates with senior stakeholders. The people we propose are the people who work with you, so you get a team of experts from start to finish who are commercially aware and strategically astute.
Deeper
Latest
4 reasons not to ask ‘why?’
Quant is about the what and qual is about the why, right? So it might seem odd for someone who works in qual insight to say:
Are people telling the truth?
This is an interesting list from the world of forensic science, of ways to spot that someone is lying (parents whose kids say ‘it wasn’t me
Learning from expert negotiators
I listened to a fascinating episode of BBC Woman’s Hour over the weekend about negotiation (from 1st Jan – I’d recommend listening, available here – https://www.bbc.co.uk/sounds/play/m001ts51).
Directional
Clients
We’re lucky to have great clients and proud of the long-standing relationships we’ve built. Brands we’ve worked with include: