# The Sound

> The Sound is a consumer research, product innovation and brand strategy consultancy. It works for brands, companies and their advertising agencies, using market, consumer and user research to solve brand, marketing, communications and new product development challenges.

The Sound's methods include qualitative one-to-one interviews and focus groups, large-scale quantitative research, ethnography, social media listening, expert interviews and semiotics, online or in person. It has offices in Chicago, London and Vancouver. General enquiries: hello@thesoundhq.com, +1 312 265 1775.

Most case studies are organised into the challenge, the approach and the impact.

## Services

- [Consumer research](https://thesoundhq.com/services-consumer-exploration/): Market, consumer and user research to solve brand, marketing, communications and product challenges.
- [Brand strategy](https://thesoundhq.com/services-brand-strategy/): Helping brands sharpen what they stand for and connect with their target audience.
- [Product innovation](https://thesoundhq.com/services-product-innovation/): Research-led innovation strategy and new product development.
- [User experience research](https://thesoundhq.com/services-user-experience/): UX research and strategy to improve customer interactions and experiences.
- [Customer journey](https://thesoundhq.com/services-customer-journey/): Customer journey mapping to improve customer satisfaction and drive growth.
- [Brand communications](https://thesoundhq.com/services-brand-communications/): Brand communication that engages audiences and builds loyalty.
- [Qualitative research](https://thesoundhq.com/service-types/qualitative-research/): Interviews, focus groups and other methods for understanding behaviour and motivation.
- [Quantitative research](https://thesoundhq.com/service-types/quantitative-research/): Structured methods for gathering numerical data and analysing trends.

## Work

- [Our work: case studies](https://thesoundhq.com/work-what-we-do/): All 223 case studies, filterable by type of work and industry, with a short FAQ.

## Case studies

- [Defining the Core Proposition for a Premium Whiskey Collection](https://thesoundhq.com/our-work/defining-the-core-proposition-for-a-premium-whiskey-collection/): Developing a core proposition for a premium whiskey collection so that a global spirits company could strategically align product offerings and craft growth-driving brand communications. Industry: Food & Beverage. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Building Bolder Flavors](https://thesoundhq.com/our-work/building-bolder-flavors/): Helping a major retail company design a new approach to developing flavor concepts that have greater cultural relevance, consumer resonance and disruption power. Industry: Food & Beverage. Work: Brand Strategy, Product Innovation, Qualitative Research.
- [Illuminating Blockchain User Groups](https://thesoundhq.com/our-work/illuminating-blockchain-user-groups/): Illuminating the deep, underlying motivations of blockchain users to drive global blockchain adoption, to enable a complete brand repositioning rooted in user truth. Industry: Technology. Work: Qualitative Research, Quantitative Research.
- [Understanding Late Adopters’ Perceptions of AI Integration](https://thesoundhq.com/our-work/understanding-late-adopters-perceptions-of-ai-integration/): Understanding the mindsets, attitudes and experiences of AI among late adopters so that our client can position AI tools in meaningful ways that drive engagement. Industry: Technology. Work: Consumer Research, Qualitative Research, Quantitative Research.
- [A Fresh Start for a Restaurant Icon](https://thesoundhq.com/our-work/a-fresh-start-for-a-restaurant-icon/): Assessing response to an updated brand positioning and key persona elements to help a restaurant chain create more resonant communications for current and aspirational guests. Industry: Food & Beverage. Work: Qualitative Research, Quantitative Research, User Experience.
- [Segmenting the Healthcare Universe](https://thesoundhq.com/our-work/segmenting-the-healthcare-universe/): Identify and illuminate the highest opportunity segments of net new patients, so our client can shape a resonant and impactful marketing and comms strategy that drives acquisition. Industry: Beauty & Wellbeing. Work: Brand Strategy, Consumer Research, Qualitative Research, Quantitative Research.
- [Evolving a Sports Powerhouse](https://thesoundhq.com/our-work/evolving-a-sports-powerhouse/): Illuminating the passion points of a legendary professional sports team's fan base to help the organization evolve into a nationally resonant lifestyle brand. Industry: Apparel, Entertainment, Sport. Work: Brand Strategy, Qualitative Research.
- [Illuminating the Future of Everyday Beauty](https://thesoundhq.com/our-work/illuminating-the-future-of-everyday-beauty/): Exploring, prioritizing, and illuminating potential opportunity spaces within 'everyday beauty' to chart a clear and viable pathway to success for a major retail giant’s owned and partner-led brands. Industry: Beauty & Wellbeing. Work: Brand Strategy, Qualitative Research, Quantitative Research.
- [Uncovering Optimal Impact Pathways](https://thesoundhq.com/our-work/uncovering-optimal-impact-pathways/): Our snack client sought to identify a new social impact path that would credibly demonstrate the brand’s commitment to building a "kinder future". Industry: Food & Beverage. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Illuminating the At-Home Coffee Audience](https://thesoundhq.com/our-work/illuminating-the-at-home-coffee-audience/): Illuminating attitudes and motivations of at-home coffee experiences and exploring the competitive landscape to inform development of a compelling strategic comms platform. Industry: Food & Beverage. Work: Consumer Research, Qualitative Research.
- [Driving Acquisition Through Strategic Positioning](https://thesoundhq.com/our-work/driving-acquisition-through-strategic-positioning/): Explore reactions to two creative expressions of a communications strategy to help the brand connect more relevantly with people. Industry: Food & Beverage. Work: Brand Strategy, Consumer Research, Qualitative Research, User Experience.
- [Illuminating Flavored Whiskey](https://thesoundhq.com/our-work/illuminating-flavored-whiskey/): Illuminating people's associations, motivations, and moments with a leading whiskey brand via a 3-5 minute sizzle film. Industry: Food & Beverage. Work: Consumer Research, Qualitative Research, User Experience.
- [Fueling the Future of Investing](https://thesoundhq.com/our-work/fueling-the-future-of-investing/): Designing and facilitating an in-person ideation session to inspire a 2-5 year innovation roadmap for a leading financial services company. Industry: Finance, Technology. Work: Brand Strategy, Consumer Research, Product Innovation, Qualitative Research.
- [Developing Culturally Relevant Innovation](https://thesoundhq.com/our-work/developing-culturally-relevant-innovation/): Developing a culturally relevant and disruptive global innovation pipeline for a leading alcohol client, to future proof the brand and fuel growth. Industry: Food & Beverage. Work: Brand Strategy, Product Innovation, Qualitative Research.
- [Crafting Creative with Kids](https://thesoundhq.com/our-work/crafting-creative-with-kids/): Helping a popular toy brand defend their spot in the market (and in kids' hearts) by uncovering the most compelling point of difference in an increasingly competitive aisle. Industry: Entertainment. Work: Consumer Research, Qualitative Research.
- [Understanding the Varsity Athlete](https://thesoundhq.com/our-work/understanding-the-varsity-athlete/): Gaining a deeper understanding of the varsity athlete for a sporting and athleisure brand to achieve clarity, differentiation and growth in the future. Industry: Apparel, Fashion, Sport. Work: Consumer Research, Qualitative Research.
- [Innovating Salty Snacking](https://thesoundhq.com/our-work/innovating-salty-snacking/): Unearthing immediately actionable innovation opportunities for a snack company’s power brands, to develop a 3-5 year pipeline with the “staying power” to fuel growth and leapfrog the competition. Industry: Food & Beverage. Work: Product Innovation, Qualitative Research.
- [Understanding the Future of Vermouth](https://thesoundhq.com/our-work/understanding-the-future-of-vermouth/): Helping an alcohol brand determine where it stands with bartenders, and its place within the vermouth landscape, to identify what changes needed to be made to ensure future success of the brand. Industry: Food & Beverage. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Illuminating Whitespace in Laundry](https://thesoundhq.com/our-work/illuminating-whitespace-in-laundry/): Identifying whitespace opportunities within laundry to drive future growth for our client by understanding the behaviors and needs of Millennials and Gen Z. Industry: Home. Work: Brand Strategy, Qualitative Research.
- [Exploring creative scripts across global markets](https://thesoundhq.com/our-work/exploring-creative-scripts-across-global-markets/): Helping a world-famous whiskey brand explore if their new campaign would connect with folks in different corners of the globe, and change how people see them. Industry: Food & Beverage. Work: Qualitative Research.
- [Optimizing Business Messaging Capabilities in Indonesia](https://thesoundhq.com/our-work/optimizing-business-messaging-capabilities-in-indonesia/): Helping a major tech brand gain a deeper understanding of its Indonesian audience’s mental model for business messaging. Industry: Technology. Work: Consumer Research, Qualitative Research, User Experience.
- [Redefining Brand Positioning for a Web Browser](https://thesoundhq.com/our-work/redefining-brand-positioning-for-a-web-browser/): Exploring reactions to a range of potential product positioning ideas for a major web browser to drive acquisition and growth. Industry: Technology. Work: Brand Strategy, Consumer Research, Product Innovation, Qualitative Research.
- [Whiskey Worldwide: Testing Creative Magic](https://thesoundhq.com/our-work/whiskey-worldwide-testing-creative-magic/): Helping a global whiskey explore how its creative platforms would fare across different global markets. Industry: Food & Beverage. Work: Qualitative Research.
- [Refining the Legacy of a Mexican Tequila Brand](https://thesoundhq.com/our-work/refining-the-legacy-of-a-mexican-tequila-brand/): A storied Mexican tequila brand approached us to uncover its most authentic and impactful positioning within the premium tequila market. Industry: Food & Beverage, Luxury. Work: Brand Strategy, Consumer Research, Qualitative Research, User Experience.
- [Exploring the AI Landscape](https://thesoundhq.com/our-work/exploring-the-ai-landscape/): Exploring what AI means to users today and how our client can differentiate in this ever-evolving category. Industry: Technology. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Exploring College Students’ Lives](https://thesoundhq.com/our-work/exploring-college-students-lives/): Helping a social media company illuminate the values and perceptions of College students, to identify authentic opportunity areas for its target audience and increase relevance. Industry: Technology. Work: Brand Strategy, Qualitative Research.
- [Mapping how professionals make complex decisions](https://thesoundhq.com/our-work/mapping-how-professionals-make-complex-decisions/): Illuminating how building professionals make key decisions throughout their project lifecycle to help our client find new ways to engage with them. Industry: B2B. Work: Brand Strategy, Consumer Research, Customer Journey, Qualitative Research.
- [Illuminating Competitor Insights in AI-Driven Metadata](https://thesoundhq.com/our-work/illuminating-competitor-insights-in-ai-driven-metadata/): Helping a major social media company conduct a competitive audit of how Gen AI metadata and summaries are designed and function across platforms. Industry: Technology. Work: Brand Strategy, Consumer Research, Qualitative Research, User Experience.
- [Waking Up a Legacy Brand](https://thesoundhq.com/our-work/waking-up-a-legacy-brand/): Helping a heritage coffee brand reimagine its identity by pressure-testing bold creative work against a deeply human strategy. Industry: Food & Beverage. Work: Qualitative Research.
- [Producing Pitch Theatre](https://thesoundhq.com/our-work/producing-pitch-theatre/): Helping an advertising agency understand what living in the moment looks like for Millennials and Gen Z, to inspire an upcoming pitch for a leading credit card brand. Industry: Finance. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Uncovering How Apparel Shapes Active Lifestyles](https://thesoundhq.com/our-work/uncovering-how-apparel-shapes-active-lifestyles/): Bring to light the everyday athlete to inspire brand purpose, expression, and future product development. Industry: Lifestyle. Work: Brand Strategy, Consumer Research, Qualitative Research, Quantitative Research.
- [Stretching from Snack Brands Into Something More](https://thesoundhq.com/our-work/stretching-from-snack-brands-into-something-more/): Exploring how iconic snack brands could credibly stretch into new aisles while staying true to what people love most about them. Industry: Food & Beverage. Work: Brand Strategy, Consumer Research, Customer Journey, Product Innovation, Qualitative Research.
- [Cracking the Code on Culinary Motivation](https://thesoundhq.com/our-work/cracking-the-code-on-culinary-motivation/): Illuminating the motivations that drive how people feed themselves every day, to identify the biggest opportunities for innovation. Industry: Food & Beverage. Work: Brand Strategy, Consumer Research, Product Innovation, Qualitative Research.
- [Designing for Real-Life Eating](https://thesoundhq.com/our-work/designing-for-real-life-eating/): To shine a light on people's relationship and struggles with food change throughout their life, and how it affects their day-to-day decisions. Industry: Food & Beverage. Work: Brand Strategy, Consumer Research, Product Innovation, Qualitative Research.
- [Exploring Reactions to Creative Territories](https://thesoundhq.com/our-work/exploring-reactions-to-creative-territories/): Exploring reactions to creative territories to help a leading QSR brand create compelling and breakthrough advertising that drives consideration and growth. Industry: Food & Beverage. Work: Brand Strategy, Qualitative Research.
- [Fueling a Global Growth Strategy](https://thesoundhq.com/our-work/fueling-a-global-growth-strategy/): Exploring what was driving and hindering people’s interest in a leading wine brand across markets, to inform the brand’s 2026 strategy for growth. Industry: Food & Beverage. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Exploring Off-Road Vehicle Sales](https://thesoundhq.com/our-work/exploring-off-road-vehicle-sales/): Helping an off-road vehicle brand explore the perspective of dealers to develop a compelling, differentiated positioning that would drive growth. Industry: Entertainment, Lifestyle. Work: Brand Strategy, Qualitative Research.
- [Innovating New Retail Opportunities in the World of Potatoes](https://thesoundhq.com/our-work/innovating-new-retail-opportunities-in-the-world-of-potatoes/): Illuminating the role of potatoes in meals today, and its' future possibilities, to inspire new retail product opportunities. Industry: Food & Beverage. Work: Brand Strategy, Consumer Research, Product Innovation, Qualitative Research.
- [Breaking New Ground in Women’s Health](https://thesoundhq.com/our-work/breaking-new-ground-in-womens-health/): Ideating and refining a range of menopause and perimenopause product innovation concepts for a leading food brand unfamiliar with that space. Industry: Food & Beverage. Work: Brand Strategy, Consumer Research, Product Innovation, Qualitative Research.
- [Exploring Creative Messaging Directions](https://thesoundhq.com/our-work/exploring-creative-messaging-directions/): Exploring the role our client’s products play, and the perceived utility of subscribing to their services, for a key segment –broadly and in the context of potential messaging territories – to inform their Q1 creative messaging. Industry: Entertainment. Work: Brand Strategy, Qualitative Research, User Experience.
- [Building a More Nuanced Comms Strategy to Drive Engagement](https://thesoundhq.com/our-work/building-a-more-nuanced-comms-strategy-to-drive-engagement/): Helping a leading media brand pull apart a target audience by illuminating their nuances to inspire a more thoughtful creative strategy and drive growth. Industry: Entertainment. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Inspiring Tech Teams with Film](https://thesoundhq.com/our-work/inspiring-tech-teams-with-film/): Filming a 2-day Insights Summit Event hosted by a leading tech company to produce a collection of dynamic videos to showcase the event and inspire the team. Industry: Technology. Work: Qualitative Research, User Experience.
- [Exploring Top Partners](https://thesoundhq.com/our-work/exploring-top-partners/): Gaining a better understanding of top partner agencies of a leading ads service as it relates to acquiring and onboarding new customers. Industry: Technology. Work: Consumer Research, Qualitative Research.
- [Re-engaging Millennials and How Coffee Fits Into Their Lives](https://thesoundhq.com/our-work/re-engaging-millennials-and-how-coffee-fits-into-their-lives/): Understanding how a legacy coffee brand can refresh its messaging to attract a new generation of at-home coffee drinkers. Industry: Food & Beverage. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Innovating for Super Premium Growth](https://thesoundhq.com/our-work/innovating-for-super-premium-growth/): Ideating the future of a super premium gin brand so they can develop a 10-year innovation pipeline that harnesses the brand’s potential and fuels growth. Industry: Food & Beverage. Work: Product Innovation.
- [Profiling Tetra Still Wine Drinkers](https://thesoundhq.com/our-work/profiling-tetra-still-wine-drinkers/): Profiling the attitudes, brand perceptions, usage habits, and occasions of Tetra wine drinkers to help a leading wine company position themselves as a dominant player in the category. Industry: Food & Beverage. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Developing creative assets that resonate with young adults](https://thesoundhq.com/our-work/developing-creative-assets-that-resonate-with-young-adults/): Helping a large tech company reposition one of its leading brands to better resonate with young adults. Industry: Technology. Work: Qualitative Research.
- [Identifying an Aspirational Audience](https://thesoundhq.com/our-work/identifying-an-aspirational-audience/): Understanding “aspirational” pockets of Gen-Pop to inform marketing strategies and executions and accelerate growth for a leading social media company. Industry: Technology. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Reimaging the Next Generation of Coffee Drinkers](https://thesoundhq.com/our-work/reimaging-the-next-generation-of-coffee-drinkers/): Developing winning ideas for super premium coffee beverages that will drive growth among the younger generation. Industry: Food & Beverage. Work: Product Innovation, Qualitative Research.
- [Exploring Creative Territories for the dogs in our lives](https://thesoundhq.com/our-work/crafting-breakthrough-advertising-for-the-morning-brew-2/): We helped a leading pet food brand explore reactions to creative territories for their dog treat product to help change people’s perspectives of the brand and drive significant growth. Industry: Pets. Work: Qualitative Research.
- [Crafting Breakthrough Advertising for the Morning Brew](https://thesoundhq.com/our-work/crafting-breakthrough-advertising-for-the-morning-brew/): Helping a leading coffee brand create compelling and breakthrough advertising that would drive relevancy, consideration, and growth. Industry: Food & Beverage. Work: Qualitative Research.
- [Understanding Network Reliability](https://thesoundhq.com/our-work/understanding-network-reliability/): Creating a framework of mobile network reliability to help our client develop a messaging strategy that drives growth and builds trust. Industry: Technology. Work: Brand Strategy, Qualitative Research.
- [Exploring Digital Wallets](https://thesoundhq.com/our-work/exploring-digital-wallets/): Helping a leading fintech brand understand the digital wallet space so they could build a winning strategy and become the preferred choice for digital transactions. Industry: Technology. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Redefining Brand Relevance for Women Aged 45-70](https://thesoundhq.com/our-work/redefining-brand-relevance-for-women-aged-45-70/): Helping a leading fitness apparel brand understand the needs and motivations of women in their 40s, 50s and 60s to identify opportunity spaces and drive long-term growth. Industry: Apparel. Work: Qualitative Research, User Experience.
- [Exploring Reactions to Brand Activations](https://thesoundhq.com/our-work/exploring-reactions-to-brand-activations/): Exploring reactions to brand purpose activations for a snack bar company so they can identify authentic and meaningful ways to bring it to life. Industry: Entertainment, Food & Beverage, Technology. Work: Brand Strategy, Qualitative Research.
- [Quantifying Social Commerce for Outdoor Gear](https://thesoundhq.com/our-work/quantifying-social-commerce-for-outdoor-gear/): Quantifying motivations and barriers of shopping for outdoor gear and apparel on social media to inform decisions on future investments. Industry: Apparel. Work: Brand Strategy, Quantitative Research.
- [Exploring Creative Territories](https://thesoundhq.com/our-work/exploring-creative-territories/): Exploring audience reactions to creative territories, to help our client create compelling and breakthrough advertising to drive growth and improve brand positioning. Industry: Food & Beverage. Work: Consumer Research, Quantitative Research.
- [Identifying Ownable Spaces Within Entertainment](https://thesoundhq.com/our-work/identifying-ownable-spaces-within-entertainment/): Helping a social media company revisit its creative strategy to fuel the development of an impactful campaign that would drive relevance amongst teens. Industry: Entertainment. Work: Brand Strategy, Consumer Research, Product Innovation, Quantitative Research, User Experience.
- [Exploring Indian Young Adults’ Perspectives on Brand Positioning](https://thesoundhq.com/our-work/exploring-indian-young-adults-perspectives-on-brand-positioning/): Understanding the Indian young adult and their perceptions of a new brand positioning for a social media brand. Industry: Technology. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Understanding Brand Platforms and Target Audiences](https://thesoundhq.com/our-work/understanding-brand-platforms-and-target-audiences/): Helping a leading car manufacturer gain a deeper understanding of potential brand platforms to develop a marketing strategy that drives brand affinity and growth. Industry: Lifestyle. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [A Gem in America’s Playground](https://thesoundhq.com/our-work/a-gem-in-americas-playground/): Dimensionalizing the drivers and barriers gamers encounter when visiting a casino hotel brand to develop a compelling positioning for the future state of the property. Industry: Luxury, Travel. Work: Brand Strategy, Qualitative Research, User Experience.
- [Evaluating Creative for a Sweet Treat Snack Brand](https://thesoundhq.com/our-work/exploring-sweet-treat-snackers-reactions-to-creative-ideas-to-create-breakthrough-advertising-that-really-hits-the-spot/): Evaluating creative ideas to create breakthrough advertising ideas for a Sweet Treat Snack Brand in the US market. Industry: Food & Beverage. Work: Qualitative Research.
- [Exploring US Haircare Perceptions for a Korean Haircare Brand](https://thesoundhq.com/our-work/exploring-us-haircare-perceptions-for-a-korean-haircare-brand/): Detangling the US market for a Korean haircare brand. Industry: Beauty & Wellbeing. Work: Qualitative Research.
- [B2B Campaign Platform Development](https://thesoundhq.com/our-work/b2b-campaign-platform-development/): Studying small and medium business pros and meeting planners to create strong relatable ads for an international hotel chain. Industry: Travel. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Bringing Fans Back](https://thesoundhq.com/our-work/bringing-fans-back/): Identifying and illuminating cohorts of lapsed fans to help our restaurant client develop a comms/experience plan that would influence behavior and drive growth. Industry: Food & Beverage. Work: Brand Strategy, Qualitative Research, Quantitative Research, User Experience.
- [Aligning User Experience to Product Vision](https://thesoundhq.com/our-work/aligning-user-experience-to-product-vision/): Exploring audience reactions to positioning statements to help a social media client optimize their brand’s positioning & product alignment. Industry: Technology. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Effectively Entering the Personalized Shopping Market](https://thesoundhq.com/our-work/effectively-entering-the-personalized-shopping-market/): Finding value propositions that appeal to users of a popular finance app to confidently enter the personalized shopping market Industry: Finance, Technology. Work: Quantitative Research.
- [Beyond the Love of Money](https://thesoundhq.com/our-work/beyond-the-love-of-money/): Seeing what makes wealthy wealth management clients love a brand helps a top financial institution create a growth communications strategy. Industry: Finance, Luxury. Work: Brand Strategy, Qualitative Research, User Experience.
- [Boosting User Engagement](https://thesoundhq.com/our-work/boosting-user-engagement/): Researching current and potential users' views on financial apps to help a leading brand highlight its key features over rivals. Industry: Finance, Technology. Work: Quantitative Research.
- [Unlocking Innovation In Frozen Beverages](https://thesoundhq.com/our-work/unlocking-innovation-in-frozen-beverages/): Unlocking actionable, future-oriented innovation opportunities for our client’s frozen beverage portfolio, to inspire a killer slate of exciting innovations for 2025-2030. Industry: Food & Beverage. Work: Brand Strategy, Product Innovation, Qualitative Research.
- [Optimizing a Health Insurance Partnership](https://thesoundhq.com/our-work/optimizing-a-health-insurance-partnership/): Analyzing what small business group admins seek in health insurance to plan a clear, valuable partnership that grows our client's business Industry: Insurance. Work: Brand Strategy, Consumer Research, Product Innovation, Qualitative Research, User Experience.
- [Ideating the Future of Dried Cranberries](https://thesoundhq.com/our-work/ideating-the-future-of-dried-cranberries/): Unearthing and pressure-testing actionable innovation ideas for a dried fruit brand and developing a 2025+ pipeline to drive growth and incrementality. Industry: Food & Beverage. Work: Product Innovation, Qualitative Research.
- [Understanding the Canadian Dating Landscape](https://thesoundhq.com/our-work/88970/): Understanding Canadian Gen Z singles to help develop an impactful go-to-market strategy that drives brand engagement, retention, and growth. Industry: Technology. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Redefining Positive Choices](https://thesoundhq.com/our-work/redefining-positive-choices/): Exploring how permissible communications show up in the snack aisle, so that a leading snack company could position and communicate their brands thoughtfully. Industry: Food & Beverage. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Exploring Toilet Cleaning](https://thesoundhq.com/our-work/exploring-toilet-cleaning/): Study how Germans use and benefit from different toilet fresheners to boost the client's product popularity. Industry: Home. Work: Consumer Research, Qualitative Research.
- [Hacking Boring Categories With Flavor](https://thesoundhq.com/our-work/hacking-boring-categories-with-flavor/): Testing the boundaries of flavor for Popcorn and Pretzel sub-lines to inform the flavor refresh charter for 2025+. Industry: Food & Beverage. Work: Brand Strategy, Product Innovation, Qualitative Research.
- [Foresight Illumination Film](https://thesoundhq.com/our-work/foresight-illumination-film/): Illuminating the future of snacking and its business impact to help the client drive internal change and highlight emerging trend importance. Industry: Food & Beverage. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Understanding Prestige Drinkers](https://thesoundhq.com/our-work/understanding-prestige-drinkers/): Understanding high-level shifts in luxury and prestige consumption occasions, so that a spirits company could meaningfully design for these moments and drive growth. Industry: Food & Beverage. Work: Consumer Research, Qualitative Research.
- [Illuminating the Flavoured Whiskey Drinker](https://thesoundhq.com/our-work/illuminating-the-flavoured-whiskey-drinker/): Illuminating key drivers/barriers and perceptions of a flavored whiskey, so that the client can develop a differentiated and human-centric brand story that drives loyalty and growth. Industry: Food & Beverage. Work: Consumer Research, Qualitative Research.
- [Unearthing Innovation Opportunities](https://thesoundhq.com/our-work/unearthing-innovation-opportunities/): Helping a massive international oral care brand unearth six innovation dig sites to drive product development and illuminate unmet need states. Industry: Beauty & Wellbeing. Work: Product Innovation, Qualitative Research.
- [Illuminating AI Innovators](https://thesoundhq.com/our-work/illuminating-ai-innovators/): Film and edit a 3 min sizzle reel based on ‘Shark Tank’ style pitches from 10 AI companies (5 mins each + 15 min Q + A) at the YouTube campus in San Bruno, CA to generate a sense of thrill and passion for the audience. Industry: Technology. Work: Qualitative Research, User Experience.
- [Crafting Culturally-Rooted Campaigns](https://thesoundhq.com/our-work/crafting-culturally-rooted-campaigns/): Developing culturally-rooted campaign ideas to drive a global food brand’s appeal among casual dining guests. Industry: Food & Beverage. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Illuminating Healthcare](https://thesoundhq.com/our-work/illuminating-healthcare/): Illuminating a primary care company’s key segments and dimensionalizing their positioning framework to inform and inspire communications. Industry: Beauty & Wellbeing. Work: Consumer Research, Qualitative Research.
- [Exploring the Circular Closet](https://thesoundhq.com/our-work/exploring-the-circular-closet/): Exploring compromises and barriers people face when their garments are damaged, to inform the future of a sports apparel brand’s product takeback and circularity programs. Industry: Apparel. Work: Consumer Research, Qualitative Research.
- [Discover Snacking Behaviours](https://thesoundhq.com/our-work/discover-snacking-behaviours/): Exploring projected, rationalized, and actual behaviors around Better-For-You snacks to uncover true choice drivers. Industry: Food & Beverage. Work: Product Innovation, Qualitative Research.
- [Uncovering Drivers to Pet Food Purchases](https://thesoundhq.com/our-work/uncovering-drivers-to-pet-food-purchases/): Understanding cat food purchase journeys to help a leading pet food brand build effective recruitment, retention, and loyalty strategies. Industry: Pets. Work: Brand Strategy, Consumer Research.
- [Illuminating Senior Shoppers](https://thesoundhq.com/our-work/illuminating-senior-shoppers/): Identifying, sizing and prioritizing senior shoppers so that a multinational convenience store chain can win with seniors and grow membership. Industry: Food & Beverage, Home. Work: Consumer Research, Product Innovation, Qualitative Research, Quantitative Research.
- [Helping a Social Media Brand Regain Relevance](https://thesoundhq.com/our-work/helping-a-social-media-brand-regain-relevance/): Understanding young adults' expectations for a social media brand's in-app positioning to help the client deliver a matching experience. Industry: Technology. Work: Brand Strategy, Qualitative Research, Quantitative Research.
- [Messaging Pillars Among Young Adults](https://thesoundhq.com/our-work/messaging-pillars-among-young-adults/): Understanding the most impactful articulation of messaging pillars, creating a ‘playbook’ to guide and unify initiatives that will build deeper relevance for a social media platform with Young Adults. Industry: Technology. Work: Consumer Research, Qualitative Research.
- [Exploring Drivers to Snacking](https://thesoundhq.com/our-work/exploring-drivers-to-snacking/): Helping a snack company explore the psychological, behavioral and physical challenges associated with making positive healthy snack choices in moments driven by indulgence. Industry: Food & Beverage. Work: Consumer Research.
- [Illuminating Opportunities within Snacking](https://thesoundhq.com/our-work/illuminating-opportunities-within-snacking/): Identifying opportunities in the snack category to help a popular food company leverage its brand portfolio to meet snacking needs. Industry: Food & Beverage. Work: Brand Strategy, Product Innovation, Quantitative Research.
- [Measuring Insurer Awareness](https://thesoundhq.com/our-work/measuring-insurer-awareness/): Measure client’s awareness among ACA-eligible residents in key markets before and after a Fall media campaign to evaluate messaging impact. Industry: Insurance. Work: Consumer Research, Quantitative Research.
- [Illuminating an Energy Drink Target Audience](https://thesoundhq.com/our-work/illuminating-an-energy-drink-target-audience/): Illuminating our energy beverage client’s target audience’s energy needs and shopping experiences, so that the brand can inform their new brand strategy. Industry: Apparel, Food & Beverage, Sport. Work: Brand Strategy, User Experience.
- [Strategizing the Portfolio of the Future](https://thesoundhq.com/our-work/strategizing-the-portfolio-of-the-future/): Conducting knowledge mapping and research to identify future scenarios, disruptors, and fundamental shifts in consumer lifestyles. Industry: Food & Beverage. Work: Brand Strategy, Consumer Research, Product Innovation, Qualitative Research.
- [Illuminating Food Truck Perceptions](https://thesoundhq.com/our-work/illuminating-food-truck-perceptions/): Conducting intercepts in NYC using branded food trucks to assess expectations versus experience and identify challenges or opportunities. Industry: Food & Beverage. Work: Brand Strategy, Consumer Research, Qualitative Research, User Experience.
- [Sizing Common Home Pain Points](https://thesoundhq.com/our-work/sizing-common-home-pain-points/): Helping a retail giant identify and size home pain points to solve for, so they can develop services that fuel acquisition and retention. Industry: Home. Work: Brand Strategy, Quantitative Research.
- [Exploring Flavor Trends for the Future](https://thesoundhq.com/our-work/exploring-flavor-trends-for-the-future/): Helping an American multinational food company unearth the latest research on priority food categories and trends. Industry: Food & Beverage. Work: Product Innovation.
- [Inspiring Commercialization in Retail](https://thesoundhq.com/our-work/88735/): Explore our work on Inspiring Commercialization in Retail. We apply leading edge research techniques, technologies and marketing models to solve client brand, marketing, communications and product challenges. Industry: Grocery & Retail. Work: Brand Strategy, Qualitative Research.
- [Illuminating the ‘Creator’](https://thesoundhq.com/our-work/illuminating-the-creator/): Clients aim to grasp young adults' views on creators to find suitable influencers and create engaging content. Industry: Technology. Work: Brand Strategy, Qualitative Research, User Experience.
- [Understanding Entertainment](https://thesoundhq.com/our-work/understanding-entertainment/): Understanding people’s relationship with entertainment so that a telecom brand could best meet their users’ needs and drive growth. Industry: Technology. Work: Brand Strategy, Consumer Research, Qualitative Research, User Experience.
- [Bringing to Life Outdoor Segments](https://thesoundhq.com/our-work/bringing-to-life-outdoor-segments/): Understanding the jobs of the outdoors among urban dwellers to inform an outdoor brand’s urban retail store design. Industry: Apparel. Work: Brand Strategy, Consumer Research, Qualitative Research, Quantitative Research.
- [Ensuring the Creative Clicks](https://thesoundhq.com/our-work/ensuring-the-creative-clicks/): Explore our work on Ensuring the Creative Clicks. We apply leading edge research techniques, technologies and marketing models to solve client brand, marketing, communications and product challenges. Industry: Technology. Work: Qualitative Research.
- [Illuminating Career Navigation Globally](https://thesoundhq.com/our-work/illuminating-career-navigation-globally/): Exploring how professionals navigate their careers, to inform a professional platform’s product offerings and strategies. Industry: Technology. Work: Brand Strategy, Consumer Research.
- [Inspiring the US Launch of a French Lifestyle Brand](https://thesoundhq.com/our-work/inspiring-the-us-launch-of-a-french-lifestyle-brand/): Immersing a Parisian luxury spirit brand into the culture of NYC to inspire a meaningful and differentiated launch in the US. Industry: Entertainment, Food & Beverage, Lifestyle, Luxury. Work: Brand Strategy, Qualitative Research, User Experience.
- [Inspiring Refreshed, Relevant Campaigns](https://thesoundhq.com/our-work/inspiring-refreshed-relevant-campaigns/): Unveil creative and inspiring campaigns that showcase innovative ideas and engage people's hearts and minds. Industry: Food & Beverage. Work: Consumer Research, Qualitative Research.
- [Understanding Key Audiences](https://thesoundhq.com/our-work/understanding-key-audiences-2/): Explore our work on Understanding Key Audiences. We apply leading edge research techniques, technologies and marketing models to solve client brand, marketing, communications and product challenges. Industry: Technology. Work: Consumer Research, Qualitative Research.
- [Optimizing a New Campaign Idea](https://thesoundhq.com/our-work/optimizing-a-new-campaign-idea/): Optimizing a new campaign idea for a leading alcohol brand by evaluating reactions and surfacing opportunities prior to launch. Industry: Food & Beverage. Work: Qualitative Research.
- [Design Muse Illumination](https://thesoundhq.com/our-work/design-muse-illumination/): Helping a beverage brand illuminate their core drinkers to help inform resonant and authentic brand communications. Industry: Food & Beverage. Work: Qualitative Research, User Experience.
- [Exploring ‘Discovery’ on Social Media](https://thesoundhq.com/our-work/exploring-discovery-on-social-media/): Exploring reactions to creative ways in to help a leading tech conglomerate continue developing its creative campaign. Industry: Technology. Work: Brand Strategy, Quantitative Research.
- [Understanding Durability Globally](https://thesoundhq.com/our-work/understanding-durability-globally/): Explore the concept of durability and its importance in various industries and everyday products. Learn how it affects your choices. Industry: Home, Luxury. Work: Brand Strategy, Consumer Research, Qualitative Research, User Experience.
- [Illuminating Perspectives on Mall Safety](https://thesoundhq.com/our-work/illuminating-perspectives-on-mall-safety/): Explore our work on Illuminating Perspectives on Mall Safety. We apply leading edge research techniques, technologies and marketing models to solve client brand, marketing, communications and product challenges. Industry: Entertainment. Work: Consumer Research, Qualitative Research.
- [Defining the Layers of Identity](https://thesoundhq.com/our-work/defining-the-layers-of-identity/): Delve into the layers of identity and their role in personal growth and understanding in diverse communities. Industry: Food & Beverage. Work: Consumer Research, Qualitative Research, Quantitative Research.
- [Black Affluent Brown Spirit Drinker Deep Dive](https://thesoundhq.com/our-work/black-affluent-brown-spirit-drinker-deep-dive/): Illuminating Black affluent brown spirit drinkers to lay the path forward for a global whiskey brand and fuel broader portfolio growth. Industry: Food & Beverage. Work: Consumer Research, Qualitative Research, Quantitative Research.
- [Understanding Women’s Path to Purchase](https://thesoundhq.com/our-work/understanding-womens-path-to-purchase/): Explore our work on Understanding Women's Path to Purchase. We apply leading edge research techniques, technologies and marketing models to solve client brand, marketing, communications and product challenges. Industry: Food & Beverage. Work: Qualitative Research, User Experience.
- [Illuminating Consumer-Led Storytelling through Film](https://thesoundhq.com/our-work/illuminating-consumer-led-storytelling-through-film/): Explore the power of consumer storytelling and how it shapes brand narratives and connects with audiences effectively. Industry: Food & Beverage. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Exploring Opportunities for US Expansion for Champagne](https://thesoundhq.com/our-work/exploring-opportunities-for-us-expansion-for-champagne/): Evaluating a champagne brand's potential to connect with bubbles and spirits drinkers, assessing price sensitivity and cannibalization risks. Industry: Food & Beverage. Work: Brand Strategy, Qualitative Research.
- [Standing Out Among Legacy Brands](https://thesoundhq.com/our-work/standing-out-among-legacy-brands/): Helping a smartphone brand stand out during their upcoming creative campaigns... and uncovering a new positioning opportunity along the way. Industry: Technology. Work: Brand Strategy, Qualitative Research.
- [Exploring Sensitive Skin Care](https://thesoundhq.com/our-work/exploring-sensitive-skin-care/): Helping an international skincare brand explore women's needs and their reactions to brand assets, to drive acquisition and growth. Industry: Beauty & Wellbeing. Work: Brand Strategy, Qualitative Research.
- [Exploring Prestige Drinkers](https://thesoundhq.com/our-work/exploring-prestige-drinkers/): Helping a premium champagne brand understand the luxury mindset and the role of premium alcohol, inspiring strategic communications. Industry: Food & Beverage, Luxury. Work: Consumer Research, Qualitative Research.
- [Exploring Positioning Ideas](https://thesoundhq.com/our-work/exploring-positioning-ideas/): Exploring transitional whiskey drinkers’ impressions of positioning for a premium whiskey brand to meaningfully renovate its proposition. Industry: Food & Beverage. Work: Brand Strategy, Qualitative Research.
- [Widening the Gap in Category Leadership](https://thesoundhq.com/our-work/widening-the-gap-in-category-leadership/): Identifying and prioritizing key segments so that a highly advanced breastfeeding brand can widen the gap in their category leadership. Industry: Beauty & Wellbeing. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Driving Grocery Basket Sizes](https://thesoundhq.com/our-work/driving-grocery-basket-sizes/): Helping a technology company understand who their potential targets are as people, to drive brand strategy for growth on a global scale. Industry: Technology. Work: Brand Strategy, Qualitative Research.
- [Unearthing Actionable Innovation](https://thesoundhq.com/our-work/unearthing-actionable-innovation/): Unearthing immediately actionable innovation opportunities and white spaces in order to develop a healthy 3-5 year pipeline to fuel growth. Industry: Food & Beverage. Work: Brand Strategy, Product Innovation, Qualitative Research.
- [Understanding Perceptions of Naming Conventions](https://thesoundhq.com/our-work/understanding-perceptions-of-naming-conventions/): Helping an insurance company identify a naming convention that best aligns with the intended perceptions of their brand. Industry: Insurance. Work: Quantitative Research.
- [Identifying the Facets of Premium](https://thesoundhq.com/our-work/identifying-the-facets-of-premium/): Identifying the facets of premium for a credit card brand to build distinct portfolio identities, driving acquisition for the master brand. Industry: Luxury. Work: Brand Strategy, Qualitative Research, Quantitative Research.
- [Visual Code Switching](https://thesoundhq.com/our-work/visual-code-switching/): Exploring how people shop across gendered clothing to assemble their ‘unique look’ to innovate and address unmet needs. Industry: Apparel, Fashion. Work: Brand Strategy, Consumer Research, Qualitative Research, Quantitative Research.
- [Measuring the Effects of Social Media and User Wellbeing](https://thesoundhq.com/our-work/measuring-the-effects-of-social-media-user-wellbeing/): Measuring social media engagement to help a popular social media company create a program that positively impacts user wellbeing. Industry: Lifestyle. Work: Quantitative Research.
- [Understanding Partnership Needs and Growth Drivers](https://thesoundhq.com/our-work/understanding-partnership-needs-and-growth-drivers/): Helping a tech company analyze creators’ perceptions in the US, DE, and KR to shape a marketing strategy that boosts engagement and adoption. Industry: Technology. Work: Brand Strategy, Consumer Research, Qualitative Research, User Experience.
- [Positioning a New Tool](https://thesoundhq.com/our-work/positioning-a-new-tool/): Helping a tech real estate company understand the barriers buyers face and ways in which agents nurture leads, to help position a new tool. Industry: Technology. Work: Brand Strategy, Qualitative Research, User Experience.
- [Affordable Health Insurance in Untapped Markets](https://thesoundhq.com/our-work/understanding-affordable-health-insurance-needs-in-untapped-markets/): Illuminating how rural and metro areas discover, enroll, and use health insurance plans to help a client deliver policy holder needs. Industry: Insurance. Work: Brand Strategy, Consumer Research, Quantitative Research.
- [Tracking Brand Health For Global Positioning](https://thesoundhq.com/our-work/tracking-brand-health-for-global-positioning/): Exploring brand health year over year to understand where a leading materials brand stands within a highly competitive global market. Industry: Apparel, Fashion. Work: Brand Strategy, Quantitative Research.
- [Charting a New Frontier](https://thesoundhq.com/our-work/charting-a-new-frontier/): Exploring current and evolving attitudes and behaviors around meals for a global food brand to develop a future-proof meals strategy. Industry: Food & Beverage. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Designing for Growth](https://thesoundhq.com/our-work/designing-for-growth/): Exploring the US and Mexican market for a leading tequila brand to uncover innovative growth opportunities within the spirits category. Industry: Food & Beverage. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Exploring A New Digital Wallet Concept](https://thesoundhq.com/our-work/exploring-a-new-digital-wallet-concept/): Exploring people’s reactions to a new shopping concept, and associated needs and barriers with data sharing and personalized online shopping. Industry: Pets. Work: Brand Strategy, Product Innovation, Qualitative Research.
- [Exploring Perceptions of Data Privacy](https://thesoundhq.com/our-work/exploring-perceptions-of-data-privacy/): Exploring reactions to campaign concepts in India and Brazil to drive business development in impactful local markets. Industry: Technology. Work: Consumer Research, Qualitative Research.
- [Supporting Vets’ Mental Health](https://thesoundhq.com/our-work/supporting-vets-mental-health/): Exploring how vets respond to a leading pet care brand’s new campaign supporting vets’ wellness, to ensure it aligns with their needs and considers market nuances. Industry: Pets. Work: Brand Strategy, Qualitative Research.
- [Understanding Gen Z](https://thesoundhq.com/our-work/understanding-gen-z/): Helping a tech brand uncover Gen Z truths about discovering new interests and the role of social media to inform their future brand vision. Industry: Technology. Work: Brand Strategy, Consumer Research, Qualitative Research, User Experience.
- [Innovating Tween’s and Teen’s Dream Water Ice](https://thesoundhq.com/our-work/innovating-tweens-and-teens-dream-water-ice/): Ideating the future of an iconic water ice brand, so that our client can develop a 2026 innovation pipeline that drives growth. Industry: Food & Beverage. Work: Consumer Research, Product Innovation, Qualitative Research.
- [Finding the Right Tone](https://thesoundhq.com/our-work/finding-the-right-tone/): Exploring how pet owners and vets respond to a pet food brand campaign, so they can confidently move forward and develop creative assets. Industry: Pets. Work: Qualitative Research.
- [Influencer Fuel Sessions](https://thesoundhq.com/our-work/influencer-fuel-sessions/): Helping a tech company understand authentic connection points between influencers and their followers to drive messaging and deliver value. Industry: Technology. Work: Brand Strategy, Qualitative Research.
- [Creating an Authentic Gay Reality Dating Show](https://thesoundhq.com/our-work/creating-an-authentic-gay-reality-dating-show/): Helping a reality dating show understand and revamp how to authentically represent and honor dating and relationships among gay men. Industry: Entertainment. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Exploration and Development](https://thesoundhq.com/our-work/exploration-development/): Exploring how people engage with a publication’s audio journalism and audio content to guide potential subscription opportunities for its app. Industry: Lifestyle, Technology. Work: Brand Strategy, Product Innovation, Qualitative Research.
- [Levelling up an Online Dating Platform’s Positioning](https://thesoundhq.com/our-work/levelling-up-an-online-dating-platforms-positioning/): Helping a premium online dating platform explore reactions to a range of brand assets to develop an elevated positioning that speaks to Gen Z. Industry: Technology. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Engaging Next-Gen Whiskey Drinkers](https://thesoundhq.com/our-work/engaging-next-gen-whiskey-drinkers/): Helping a leading alcohol brand understand the needs of Next Gen and multicultural whiskey drinkers to inspire communications and growth. Industry: Food & Beverage. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Exploring Quick Serve Campaign Concepts](https://thesoundhq.com/our-work/exploring-quick-serve-campaign-concepts/): Helping a snacks brand explore reactions to a neighbourhood quick service concept to gauge authenticity perceptions and reveal red flags. Industry: Food & Beverage. Work: Brand Strategy, Product Innovation, Qualitative Research.
- [Driving Growth for Sweet Snacking](https://thesoundhq.com/our-work/driving-growth-for-sweet-snacking/): Helping a snack brand explore reactions to a series of creative territories to create breakthrough advertising that will drive growth. Industry: Food & Beverage. Work: Product Innovation, Qualitative Research.
- [Revamping People’s Perceptions of Home Decor](https://thesoundhq.com/our-work/revamping-peoples-perceptions-of-home-decor/): Helping a custom window treatment company gain a deeper understanding of people's perceptions and needs when it comes to home decor. Industry: Home. Work: Brand Strategy, Consumer Research, Quantitative Research.
- [Exploring A New Positioning](https://thesoundhq.com/our-work/exploring-a-new-positioning/): Gaining insight into the perceptions of a major automotive brand and its competitors, so they can leverage their unique brand positioning. Industry: Lifestyle. Work: Brand Strategy, Qualitative Research.
- [Evolving the Perceptions of a Resort Brand](https://thesoundhq.com/our-work/evolving-the-perceptions-of-resort-brand/): Helping a resort brand refine positioning by assessing traveler insights, equity, relevance, uniqueness, credibility, and impact metrics. Industry: Entertainment, Travel. Work: Brand Strategy, Consumer Research, Qualitative Research, User Experience.
- [Finding White Space to Fuel Growth](https://thesoundhq.com/our-work/finding-white-space-to-fuel-growth/): Helping a nutrition brand unlock actionable B2C future-oriented innovation opportunities to inspire a retail innovation pipeline. Industry: Food & Beverage. Work: Product Innovation, Qualitative Research.
- [Illuminating Intense Snacking Occasions](https://thesoundhq.com/our-work/illuminating-intense-snacking-occasions/): Identifying when people prefer spicy foods to uncover drivers and motivations that inform future communications and innovation. Industry: Food & Beverage. Work: Brand Strategy, Consumer Research, Product Innovation, Qualitative Research, Quantitative Research.
- [Exploring Customer Purchasing Journeys](https://thesoundhq.com/our-work/exploring-customer-purchasing-journeys/): Illuminating the professional on-project journey, uncovering ways to thoughtfully engage with key targets earlier and boost consideration. Industry: B2B. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Igniting Empathy Through Customer Journey Mapping](https://thesoundhq.com/our-work/igniting-empathy-through-customer-journey-mapping/): Illuminating grocery shopper segments, exploring and mapping their food decision journeys to inform marketing and in-store communication. Industry: Grocery & Retail. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Segment Journey Mapping](https://thesoundhq.com/our-work/segment-journey-mapping/): Explore our work on Segment Journey Mapping. We apply leading edge research techniques, technologies and marketing models to solve client brand, marketing, communications and product challenges. Industry: Insurance. Work: Consumer Research, Qualitative Research.
- [Understanding the Insurance Journey](https://thesoundhq.com/our-work/understanding-the-insurance-journey/): Helping a longstanding auto insurer branch out into home insurance by understanding the journey people go through when insuring their homes. Industry: Insurance. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Understanding the Decision Making Journey](https://thesoundhq.com/our-work/understanding-the-decision-making-journey/): Assisting a leading financial service provider in gaining a comprehensive understanding of how individuals select their 'everyday,' bank. Industry: Finance. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Illuminating Cultural Relevance in Champagne](https://thesoundhq.com/our-work/illuminating-cultural-relevance-in-champagne/): A champagne brand explores drinker mindsets to inform their 2025+ strategic platform development through cultural relevance and desirability. Industry: Food & Beverage. Work: Brand Strategy, Qualitative Research, User Experience.
- [A Return to Relevancy](https://thesoundhq.com/our-work/a-return-to-relevancy/): Helping an alcohol brand regain cultural relevance and distinctiveness by exploring brand associations to reimagine key market equities. Industry: Food & Beverage. Work: Qualitative Research.
- [Rethinking the Standard Browser](https://thesoundhq.com/our-work/rethinking-the-standard-browser/): Helping a software company explore reactions to their creative platform to develop an impactful and engaging campaign that drives acquisition. Industry: Technology. Work: Brand Strategy, Qualitative Research, Quantitative Research.
- [Understanding Smartwatch Purchase Drivers](https://thesoundhq.com/our-work/understanding-smartwatch-purchase-drivers/): Helping a tech brand understand motivations and drivers to purchasing a smartwatch, informing acquisition positioning and communications. Industry: Technology. Work: Brand Strategy, Consumer Research, Qualitative Research, Quantitative Research.
- [The Future of Branding](https://thesoundhq.com/our-work/the-future-of-branding/): Helping a leading investment company assess perceptions of naming conventions to optimize co-branding and maintain growth among key audiences. Industry: Finance. Work: Qualitative Research, Quantitative Research.
- [Shaping the Future of Connection](https://thesoundhq.com/our-work/shaping-the-future-of-connection/): Understanding emerging media consumption and connectivity behaviors, helping foster relevant and meaningful client connections. Industry: Finance. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Innovating the Future of Travel](https://thesoundhq.com/our-work/innovating-the-future-of-travel/): Guiding a well recognized airline in creating a global brand strategy focused on the future of travel through customer-led innovations. Industry: Travel. Work: Brand Strategy, Product Innovation, Qualitative Research.
- [Illuminating the New Age Investor](https://thesoundhq.com/our-work/illuminating-the-new-age-investor/): Helping a leading investment company illuminate contemporary investors in a deeply human way, inspiring marketing strategy for 2024 onward. Industry: Finance. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Developing a Growth Strategy Through Innovation](https://thesoundhq.com/our-work/developing-a-growth-strategy-through-innovation/): Achieve sustainable business growth with a well-defined strategy. Discover effective tips and techniques to grow your business. Industry: Food & Beverage. Work: Brand Strategy, Consumer Research, Product Innovation, Qualitative Research.
- [Understanding Cart Abandonment](https://thesoundhq.com/our-work/understanding-cart-abandonment/): Helping a leading e-commerce brand understand why people abandon their online shopping carts and what to do about it. Industry: Technology. Work: Consumer Research, Qualitative Research.
- [Inspiring the Future of Mexican Retail](https://thesoundhq.com/our-work/inspiring-the-future-of-mexican-retail/): Discovering hidden opportunities and creating a practical, forward-thinking retail strategy that fuels growth for the next decade and beyond. Industry: Food & Beverage. Work: Brand Strategy, Consumer Research, Product Innovation, Qualitative Research.
- [Optimizing Campaign Development](https://thesoundhq.com/our-work/optimizing-campaign-development/): Optimizing a campaign strategy to grow awareness of a dairy brand's practices to protect current consumption levels. Industry: Food & Beverage. Work: Brand Strategy, Qualitative Research.
- [Transforming Gut-Health Beverages](https://thesoundhq.com/our-work/transforming-gut-health-beverages/): Building an agile and transformative innovation pipeline for a probiotic drink brand. Industry: Food & Beverage. Work: Product Innovation, Qualitative Research.
- [Unpacking Brand Equity](https://thesoundhq.com/our-work/unpacking-brand-equity/): Assisting a prominent makeup brand in vividly illuminating their target segment and confidently reaffirming its brand positioning. Industry: Home. Work: Brand Strategy, Consumer Research, Product Innovation, Qualitative Research.
- [Illuminating Design Muses](https://thesoundhq.com/our-work/illuminating-design-muses/): Helping a beverage company illuminate the core drinkers of two respective brands to help inform resonant and authentic communications. Industry: Food & Beverage. Work: Qualitative Research, User Experience.
- [Understanding Key Audiences](https://thesoundhq.com/our-work/understanding-key-audiences/): We helped a major car brand understand three different audiences, making their upcoming campaigns more inclusive. Industry: Technology. Work: Consumer Research, Qualitative Research.
- [Understanding LGBTQ+ Dating Spaces](https://thesoundhq.com/our-work/understanding-lgbtq-dating-spaces/): Exploring LGBTQIA+ Dating and how people use platforms to find ways for a dating brand to create a safe, inclusive, and fun environment. Industry: Technology. Work: Consumer Research, Qualitative Research, Quantitative Research.
- [Audience Illumination and Packaging Redesign](https://thesoundhq.com/our-work/audience-illumination-and-packaging-redesign/): Helping a popular wine brand Illuminate both current and prospective drinkers to redesign its label to better connect with them. Industry: Food & Beverage. Work: Brand Strategy, Qualitative Research, User Experience.
- [Defending Market Position](https://thesoundhq.com/our-work/defending-market-position/): Exploring market positions in communication for a leading alcohol brand to build a distinct brand purpose of reaching premium vodka drinkers. Industry: Food & Beverage. Work: Qualitative Research.
- [Loyalty Driven by Exploration](https://thesoundhq.com/our-work/driving-loyalty-through-customer-exploration/): To build client loyalty, an insurance brand needs to understand how High Net Worth individuals perceive retirement. Industry: Finance. Work: Qualitative Research, Quantitative Research.
- [Understanding Shifts in Culture](https://thesoundhq.com/our-work/understanding-shifts-in-culture/): Understanding shifts in culture to inform activation, campaign development, and partnerships for a leading tech company. Industry: Technology. Work: Brand Strategy, Qualitative Research.
- [Illuminating the Jobs of Grocery Delivery](https://thesoundhq.com/our-work/illuminating-the-jobs-of-grocery-delivery/): Illuminating the jobs of a grocery shopping tech brand's on-demand and online shopping to inspire communications and support strategy. Industry: Food & Beverage, Technology. Work: Brand Strategy, Qualitative Research, Quantitative Research.
- [Understanding New Target Audiences](https://thesoundhq.com/our-work/understanding-new-target-audiences/): Maximize your marketing efforts by understanding your target audience. Create targeted campaigns and messaging that drive results. Industry: Entertainment, Technology. Work: Consumer Research, Qualitative Research.
- [Uncovering Whitespace](https://thesoundhq.com/our-work/uncovering-whitespaces-for-a-better-future/): Uncovering whitespaces and positioning statements for a window treatment company to guide the development of a more refined brand. Industry: Home. Work: Product Innovation, Qualitative Research, Quantitative Research.
- [Understanding Category and Brand Truths](https://thesoundhq.com/our-work/understanding-category-and-brand-truths/): Understanding category and brand truths of a cosmetics brand to evolve their marketing strategy and drive audience connection. Industry: Beauty & Wellbeing. Work: Brand Strategy, Quantitative Research.
- [Strategizing Growth for a Leading Tech Company](https://thesoundhq.com/our-work/growth-strategy-for-a-leading-technology-company/): Take your business to the next level with a well-thought-out growth strategy. Learn how to implement successful growth strategies to scale. Industry: Technology. Work: Brand Strategy, Qualitative Research, User Experience.
- [Understanding Tween Ice-Pop Experiences](https://thesoundhq.com/our-work/understanding-tween-snacking-moments-and-ice-pop-experiences/): Helping an iconic ice pop brand arm itself with insights around tween’s needs, wants, and expectations to drive ideation within the category. Industry: Food & Beverage. Work: Consumer Research, Qualitative Research.
- [Igniting Empathy: Personas and Experience Maps](https://thesoundhq.com/our-work/igniting-empathy-through-personas-and-experience-maps/): Illuminate key segments and their shopping journeys for a food and drug company to inform communications, design, innovation, and strategy. Industry: Food & Beverage, Home, Luxury, Pets, Technology, Travel. Work: Consumer Research, Customer Journey, Qualitative Research.
- [Unearthing Innovation Opportunities](https://thesoundhq.com/our-work/unearthing-innovation/): Discover how to unearth innovation opportunities and stay ahead of the competition. Explore proven strategies in our insightful blog post. Industry: Food & Beverage, Home. Work: Product Innovation, Qualitative Research.
- [Testing Positioning in a Wild New Market](https://thesoundhq.com/our-work/testing-positioning-in-a-wild-new-market/): Launching an NFT platform to connect communities and marketplaces, our client needed us to make sure it stood out in the crowded market. Industry: Technology. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Understanding the Core Target](https://thesoundhq.com/our-work/understanding-the-core-target/): Helping a leading car manufacturer establish itself as a future-forward brand by getting up close and personal with its core target. Industry: Technology. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [A Workforce to be Reckoned With](https://thesoundhq.com/our-work/a-workforce-to-be-reckoned-with/): Gen Z have a very different relationship with social media and have entered the workforce during a time of significant change. Industry: Entertainment, Technology. Work: Consumer Research, Qualitative Research.
- [Winning with Loyalty](https://thesoundhq.com/our-work/winning-with-subscriptions-memberships-and-loyalty/): Equipping a leading tech company's marketing and sales teams for meaningful conversations across fourteen distinct advertiser categories. Industry: Technology. Work: Brand Strategy, Consumer Research, Qualitative Research, Quantitative Research.
- [Understanding the Shopper Journey](https://thesoundhq.com/our-work/understanding-the-shopper-journey/): Understand the shopper journey and optimize your marketing strategies to drive conversions and customer loyalty. Industry: Apparel, Beauty & Wellbeing, Entertainment, Food & Beverage, Home, Luxury, Pets, Technology, Travel. Work: Consumer Research, Qualitative Research, Quantitative Research.
- [Understanding the Target Audience](https://thesoundhq.com/our-work/understanding-the-target-audience/): Illuminating the attitudes and lifestyles of their target audience to enable a sports drink to connect on a deeper human level. Industry: Food & Beverage. Work: Brand Strategy, Qualitative Research.
- [Building a Winning Proposition](https://thesoundhq.com/our-work/building-a-winning-proposition-for-the-future/): Discover the power of innovation and how it drives progress in every industry. Explore the latest trends and insights in our blog post. Industry: Beauty & Wellbeing. Work: Qualitative Research, User Experience.
- [Refreshing a Leading Drinks Brand](https://thesoundhq.com/our-work/refreshing-a-leading-drinks-brand/): A Mexican drink brand was once the ‘main character’ on shelves, but had lost its way and become a ‘side show’ to Tequila and Mezcal. Industry: Food & Beverage. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Gaining Competitive Advantage](https://thesoundhq.com/our-work/gaining-competitive-advantage/): Stay ahead of the competition by leveraging your unique capabilities and creating a competitive advantage. Industry: Luxury. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Maintaining Category Leadership](https://thesoundhq.com/our-work/maintaining-category-leadership-2/): Learn how we helped establish and maintain category leadership in the pet market with effective strategies and innovative approaches. Industry: Pets. Work: Brand Strategy, Qualitative Research.
- [Driving Brand Growth](https://thesoundhq.com/our-work/driving-brand-growth/): The client wanted to make their dry dog food brand stand out; improve the range, create a structure, draw in customers, and innovate. Industry: Luxury. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Innovating for the Future](https://thesoundhq.com/our-work/informing-market-entry/): Identifying demand spaces and differentiation; innovating in natural pet food for a British pet food brand. Industry: Pets. Work: Product Innovation, Qualitative Research.
- [Increasing Market Share](https://thesoundhq.com/our-work/increasing-market-share/): Discover effective strategies to increase market share and stay ahead of competitors. Learn how our expert tips can help your business grow. Industry: Pets. Work: Consumer Research, Qualitative Research.
- [Google: Rethinking Readiness](https://thesoundhq.com/our-work/google-rethinking-readiness/): Apply leading-edge research technologies, and marketing models to solve brand strategy, marketing, communications, and product challenges. Industry: Technology. Work: Brand Strategy, Qualitative Research, Quantitative Research.
- [Dating App Research](https://thesoundhq.com/our-work/aligning-with-womens-needs-in-india/): After several years in market, Tinder realized that India had comparatively fewer users on their dating app and wanted to find out why.. Industry: Technology. Work: Brand Strategy, Qualitative Research.
- [Innovating for a Further out Future](https://thesoundhq.com/our-work/innovating-for-a-further-out-future/): Helping an outdoor luxury apparel brand with developing and innovating their pipeline to provide further brand reach in the future. Industry: Apparel. Work: Product Innovation, Qualitative Research.
- [Understanding Fans Beyond Transactions](https://thesoundhq.com/our-work/a-city-with-a-chip/): Understanding fans beyond transactions at the box office to gain a better understanding of them and drive engagement for the brand Industry: Entertainment. Work: Consumer Research, Qualitative Research.
- [Connecting Brand and People](https://thesoundhq.com/our-work/connecting-brand-and-people/): Connecting brand and people means practicing empathy and immersing your brand in your customers' daily lives to gain firsthand experience. Industry: Food & Beverage. Work: Consumer Research, Qualitative Research.
- [Creating Breakthrough Innovation for Healthy Foods](https://thesoundhq.com/our-work/breakthrough-innovation/): This kombucha brand needed help with breakthrough innovation to grow the gut health space's potential and futureproof its portfolio strategy. Industry: Food & Beverage. Work: Brand Strategy, Product Innovation, Qualitative Research.
- [Illuminating a Teen Audience](https://thesoundhq.com/our-work/illuminating-the-focused-performer/): Illuminating a teen audience, uncovering meaningful connections with youth performers, and how they differ from their adult counterparts. Industry: Apparel. Work: Consumer Research, Qualitative Research.
- [Elevating Segmentation with Aldo](https://thesoundhq.com/our-work/elevating-segmentation-with-aldo/): Elevating segmentation with ALDO’s product development team; uncovering key lifestyles, tastes, and preferred designs, inspiring all seasons. Industry: Apparel. Work: Consumer Research, Qualitative Research.
- [Positioning Global and Local POVs](https://thesoundhq.com/our-work/positioning-global-and-local/): Exploring Asia through cultural nuances, positioning global and local value propositions, product innovations, and marketing campaigns. Industry: Entertainment, Technology. Work: Consumer Research, Qualitative Research.
- [Positioning Tech and Food](https://thesoundhq.com/our-work/positioning-tech-food/): A food delivery service app wanted to understand what their new offering should stand for and why people should believe in it... Industry: Food & Beverage, Technology. Work: Brand Strategy, Consumer Research, Customer Journey, Qualitative Research.
- [Capturing and Keeping Viewer Attention](https://thesoundhq.com/our-work/capturing-keeping-the-attention-of-viewers/): A popular TV network had completed a quantitative research segmentation and needed our help to shape its content and marketing strategies. Industry: Entertainment. Work: Consumer Research, Qualitative Research, User Experience.
- [Rebuilding Relevance](https://thesoundhq.com/our-work/rebuilding-relevance-with-the-target-audience/): A suncare brand with traditional roots' mission - rebuilding relevance and strengthening its presence by updating its audience understanding. Industry: Beauty & Wellbeing. Work: Brand Strategy, Qualitative Research.
- [Enhancing The In-Store Experience](https://thesoundhq.com/our-work/enhancing-the-in-store-experience/): A cosmetics brand wanted The Sound to improve its store experience for a group of beauty enthusiasts known as Make-Up Junkies. Industry: Beauty & Wellbeing. Work: Consumer Research, Qualitative Research, User Experience.
- [Humanizing Big Data](https://thesoundhq.com/our-work/humanizing-big-data/): Humanizing big data is a long and expensive process... but not as challenging as predicting the direction of this fast-growing economy. Industry: Beauty & Wellbeing, Entertainment, Food & Beverage, Home, Luxury, Travel. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Elevating Events](https://thesoundhq.com/our-work/elevating-events/): The world’s leading events organizer was holding too many events to truly understand what makes each one special and different. Industry: Entertainment. Work: Brand Strategy, Consumer Research, Qualitative Research, User Experience.
- [Advertising Campaign Development for Diamonds](https://thesoundhq.com/our-work/finding-a-new-setting-for-the-gem/): In today’s modern culture focused on experiences, the diamond industry was losing relevance to a younger generation and needed to change... Industry: Luxury. Work: Consumer Research, Qualitative Research.
- [A Modern Look at Masculinity](https://thesoundhq.com/our-work/a-modern-look-at-masculinity/): After a start-up got acquired by a major corporation, it was time for them to grow up and to move beyond being just pushing a cheap razor. Industry: Beauty & Wellbeing. Work: Brand Strategy, Consumer Research, Product Innovation, Qualitative Research.
- [Building A Nimble Innovation Pipeline](https://thesoundhq.com/our-work/building-a-nimble-innovation-pipeline/): Boosting innovation through an effective pipeline. Discover how to streamline your processes and generate groundbreaking ideas. Industry: Food & Beverage. Work: Brand Strategy, Consumer Research, Product Innovation, Qualitative Research.
- [The Future of Business Travel](https://thesoundhq.com/our-work/looking-to-the-future-of-business-travel/): Stay ahead of the curve with insights into the future of business travel. Learn how technology and changing trends are shaping the we travel. Industry: Travel. Work: Consumer Research, Qualitative Research.
- [Designing Future Living](https://thesoundhq.com/our-work/designing-the-future-of-london-living/): Focusing on designing the future: Quintain, a major UK property developer, were given permission to develop 5,000 new homes in London. Industry: Home. Work: Brand Strategy, Consumer Research, Qualitative Research.
- [Embracing the Unexpected](https://thesoundhq.com/our-work/embracing-the-unexpected/): A sausage company with flavor was born out of a desire to do things differently — using creativity and imagination to come up with unexpected combinations. Industry: Food & Beverage. Work: Consumer Research, Qualitative Research.
- [Refreshing A Brand](https://thesoundhq.com/our-work/gone-flat-refreshing-an-elixer-brand/): After a decade of chasing every beverage trend that came around, a stalwart elixir brand of the 90s found itself on tough times.. Industry: Food & Beverage. Work: Brand Strategy, Consumer Research, Product Innovation, Qualitative Research.
- [Making a Segmentation Sing](https://thesoundhq.com/our-work/making-a-segmentation-sing/): Pandora came to us really smart market segmentation research. A living, breathing, inspiring piece of work for everyone in the company.. Industry: Entertainment. Work: Consumer Research, Qualitative Research, Quantitative Research.
- [The Bare Truth](https://thesoundhq.com/our-work/the-bare-truth/): A global manufacturer of cleaning supplies realized that they had a blindspot and needed unique insights to help reposition their portfolio. Industry: Home. Work: Consumer Research, Product Innovation, Qualitative Research.
- [Transforming a Brand](https://thesoundhq.com/our-work/transforming-into-a-lifestyle-brand/): Transforming a brand of iconic footwear and helping them understand a new target audience and their relationship outdoors. Industry: Luxury. Work: Brand Strategy, Consumer Research, Qualitative Research.

## Company

- [About us](https://thesoundhq.com/about-us/): Who The Sound is, with client testimonials.
- [Our team](https://thesoundhq.com/team/): The people across The Sound's offices.
- [Contact](https://thesoundhq.com/contact/): Enquiries, phone, email and office addresses.
- [Blog](https://thesoundhq.com/blog/): Articles on research, brand strategy and innovation.

## Optional

- [Careers](https://thesoundhq.com/careers/): Working at The Sound.