Behavioural insight that drives better decisions

We combine qualitative research, psychology and neuroscience to uncover how people really think, feel and act — helping brands make confident, commercially effective decisions.

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Trusted by leading brands including

  • Barbican logo with white text on a red circular background.
  • Logo with text 'MARS WRIGLEY' in blue font.
  • UCL logo with a red background and black letters on a black background.
  • Logo of General Mills featuring a red heart and a stylized blue 'g' with the caption 'Making Food People Love'.
  • Text that reads "all up" in orange letters on a white background, with the text flipped upside down.
  • Mattel Logo
  • Logo with three blue curved lines above the words 'CARBON TRUST' in black text.
  • Colgate Palmolive Logo
  • Pernod Ricard logo featuring a stylized blue sun or flower with the company's name below.
  • V&A logo in black on a white background.
  • Perkier logo with turquoise text and a yellow peace sign hand gesture in place of the letter 'i'.
  • Black and white logo with the word "BOOMERANG" curved underneath a large letter "B" inside a tilted square
  • Barbie logo in pink cursive font on a white background
  • Mickey Mouse walking next to The Walt Disney Company logo.
  • Warner Media logo with "WARNER" in black and "MEDIA" in gray on a white background.
  • Fairtrade logo with black background, featuring a blue and green symbol, and the word 'FAIRTRADE' beneath.
  • Turner logo in white text inside a black square.
  • The image features a black background with a gray square in the center. Inside the gray square, the word "Magid" is written in bold white letters.
  • Logo for ppl insights featuring a globe with sparkles and purple and black text.
  • Logo of Sam Sensory and Consumer Research with blue and green abstract shapes and text.

Insight that solves real business challenges

We help brands understand their audiences, test ideas and make better strategic decisions through deep behavioural insight.

Understand Your Audience
Go beyond what people say to uncover what drives behaviour, emotion and decision-making.

Test & Refine Ideas
Evaluate concepts, campaigns and communications with confidence before going to market.

Drive Strategy & Innovation
Turn insight into clear, actionable direction that shapes products, brands and experiences.

A different approach to insight

Behavioural depth
We combine qualitative research with psychology and neuroscience to uncover what others miss.

Strategic focus
Our work goes beyond research — we help shape decisions that impact real business outcomes.

Specialist expertise
Extensive experience across sectors, including children and youth research.

Senior-led delivery
Every project is led by experienced practitioners, ensuring depth, quality and clarity throughout.

Reframing brand communication for a global FMCG leader

  • A person with blonde hair wearing a gray hoodie with a graphic design and an olive green jacket looking at their smartphone while sitting on a park bench.

    Case Study 1

    Challenge: Product experience needed refinement to better align with user expectations and brand positioning

    Insight: Perception was driven by the interplay of key sensory elements, not individual attributes

    Impact: Enabled targeted optimisation, improving product performance and brand alignment

    Read Case Study
  • Close-up of a child's arm and a doll with a smiling face, blonde hair, and pink clothes lying on their lap, indoors with a wooden floor and some toys around.

    Case Study 2

    Challenge: Product experience needed refinement to better align with user expectations and brand positioning

    Insight: Perception was driven by the interplay of key sensory elements, not individual attributes

    Impact: Enabled targeted optimisation, improving product performance and brand alignment

    Read Case Study
  • A young girl with long, curly hair wearing a rainbow-colored headband and a yellow sleeveless shirt appears to be reading a tablet or electronic device at a table, with her hands on her head and eyes focused downward. The background is blurred but suggests an indoor setting with some colorful objects.

    Case Study 3

    Challenge: Product experience needed refinement to better align with user expectations and brand positioning

    Insight: Perception was driven by the interplay of key sensory elements, not individual attributes

    Impact: Enabled targeted optimisation, improving product performance and brand alignment

    Read Case Study

From insight to impact

Step 1
Define the challenge

Step 2
Design the approach

Step 3
Uncover insight

Step 4
Deliver direction

Client Testimonials

  • "A fantastic partner, supporting us on our journey through enhanced understanding of children with neuroscience. She has been a true partner in aiding us reach our strategic goals, by helping to translate the science into actionable, commercial insight”

    Michael Swaisland, Head of Insights and Analytics, for EMEA at Mattel.

  • "An incredibly able kids moderator...able to engage children of all ages, drawing out useful and actionable insight in all of the projects we have worked on together (not a small number!)".

    Research Director, Global Children’s Broadcaster

  • "Absolutely brilliant in managing all the complexity and super flexible in terms of last minutes changes & challenges. Very energetic and engaging, she was able to get us rich insights as to why one product works better than another in specific use occasions. Her thoughts & ideas around further product development were highly appreciated by the team."

    Priya Sivaraman, Insights & Strategy Professional, Ex-Unliver, Nestle, Kantar, TNS.

  • "Reports are succinct, insightful and on the point. In short, you get the answers that you sought and recommendations to do better in the future. So in sum I recommend Sonia highly for any qualitative projects - even challenging ones - that you might have".

    Ulrich Rieger, Managing Director, MW Research

  • "Very experienced, super flexible, professional and a joy to work with! Sonia is a huge hit with respondents and always makes sure we gain excellent value from our research together. Going above and beyond. A fave partner of Perkier's and is definitely a keeper!!".

    Ann Perkins, Managing Director - Founder, Perkier Foods

  • "I've worked with Sonia on a few qualitative research projects, across the UK and Europe. She is passionate, professional, knowledgeable and so reliable. She cuts through jargon, replies to briefs quickly, clearly and usually with improvements in the strategy. The output delivery is high quality, Sonia brings her own excellent communication style to the delivery and adds that extra clarity, gravitas and credibility".

    Julia Nicoara, Marketing and Communications Director at The Carbon Trust

  • "A great partner, responsive and thoughtful, fully aware of what clients need to take insights into the business. Bouncing ideas around feels like she’s an extension of the in house team but she still remains objective and engaging with respondents in focus groups. She creates a welcoming atmosphere for consumers so they speak with ease and honesty during sessions. She works brilliantly with PPL Insights, bringing qual and quant together seamlessly as well as leading global qual projects with ease".

    Philippa Rose, Consumer Insight Expert.

  • "Her commitment to applying quality science to marketing, market research and consumer insight is inspirational and demonstrates the thought leadership needed to transform these sectors for the 21st century. On top of that, Sonia is delightful, positive, and hard-working, making her an absolute pleasure to work with. If you get a chance to work with Sonia and her team at Oxy, I highly recommend them!".

    Joseph Devlin, Professor of Cognitive Neuroscience, University College London

  • "Sonia's passion for neuroscience has made her a pleasure to work with on some truly exciting and innovative projects. Her philosophy is that leading-edge neuroscientific and psychological research should be built into projects from the word go, and she has been tireless in working with leading academic research to find exciting and innovative approaches to qualitative research".

    Björn Christianson, Director of Business Development at UCL Consultants.

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A young woman with long hair and glasses looking at neon signs in a dimly lit space.
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A child with curly hair wearing patriotic star-shaped sunglasses and smiling with mouth open, appearing joyful.