STRAT7 Crowd DNA

Culturally Charged Commercial Advantage

London | New York | Amsterdam | Singapore | Sydney

Crowd DNA is a cultural insights and strategy consultancy with offices in London, Amsterdam, New York, Singapore and Sydney. Formed in 2008, operating across 70+ markets, we bring together trends specialists, researchers, strategists, data analysts, designers, writers and film-makers for the world’s most exciting brands…

See our work

Not all brands can be culturally iconic, sure, but we feel that all brands can and should be culturally relevant. We believe that cultural relevance is the standout marker of brand health, and key to unlocking future potential. Here's how we deliver cultural relevancy for our clients:

REPORTING ON CULTURE

REPORTING ON CULTURE

Reporting on culture sees us getting to human narratives, needs and tensions. Regardless of the method used, documenting culture is a dedication to explaining the complex underlying forces that shape how people think, feel and act. Stories told so masterfully that our clients can connect with people's lived realities and our projections of them in the future. It’s empathy building to a level that informs strategic decision making.

ACTING ON CULTURE

ACTING ON CULTURE

Acting on culture sees us transform human empathy into meeting rigorously defined commercial goals. This is a mode switch from researcher and storyteller to strategist. In this mode, we’re being judged on our capabilities for acting as trusted partners, turning highly textured cultural understanding into inspiring and reputable strategic recommendations.

How We Work As Cultural Strategists

We deliver culturally charged commercial advantage to the world’s most exciting brands through projects aimed at addressing these three areas:

PEOPLE & CULTURE

Helping better understand and connect with people and the world they live in.

Audience understanding | Segmentations | U&A | Opportunity mapping | Growth drivers | Identifying emerging and unmet needs | Scenario planning | Thought leadership

BRAND & COMMS

Strengthening the strategies that shape how brands look, feel and act.

Brand positioning | Brand Stretch | GTM/ Localisation | Creative development | Creative development and evaluation | Campaign tracking | Brand health

PRODUCT & SERVICE

Keeping all touch points rooted in real consumer needs and experiences.

User/Customer experience | Portfolio development | NPD and Innovation | Shopper journey (across bricks & clicks) | CVP development

Our Culturally Charged Methods

We achieve all of this is through our blended and multi-disciplinary teams:

INSIGHT

INSIGHT

Qualitative research, Communities, Diaries, Workshops, Ethnography, Citizen journalism, Quantitative analysis and surveys, Segmentations, Data analytics

KIN

KIN

Tastemaker network, Leading edge consumers, Academics and journalists

FUTURES

FUTURES

Trends, Semiotics, Scenarios, Social listening

STUDIO

STUDIO

Design, Film making, Journalism, Events

“We now consider Crowd DNA as close partners. By taking time to listen and understand, they have fully immersed us in the lives of music fans. As a direct result of their work, the business has been inspired into developing ever more creative ways of connecting with our audiences.”

Federico Bolza, VP Marketing Services, Sony Music

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About us

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