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Real-world aspirations and values

At everyday people we believe that many brands are being held back by a narrow view of 'culture'. Too often, 'cultural research' panders to the privileged worldview of marketers and marginalises the rich and varied lives of the majority of the population. Everyone has bubbles, but it's what you do about them that counts. 

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Helping your brand take its place in culture

Informed by our foundational research into worldviews, 'bubbles' is the lens through which we approach a more holistic and inclusive cultural understanding.  

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The marketing and research industries tend to think that understanding people is all about understanding differences.

We believe that if you want a strategy that truly sets you apart from the competition, you need to start thinking about what people have in common, not what separates them. â€‹

By focusing on what unites rather than divides, our cultural research challenges marketing orthodoxy and stereotypes and finds the territories that unlock the full potential of your brand and communications.

 

Here's an example of how our approach transforms the orthodox view of audiences. Presenting diverse and exciting new opportunities for brands to engage with the things that matter to ordinary people.

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35%

Typical traditional

30%

15%

Nebulous Neoliberls

10%

15%

Post

Modern

Indivualists

10%

Post modern

Spiritualists

Status quo sceptics

31%

Nebulous Neoliberls

29%

Typical traditional

15%

Status quo sceptics

16%

Post

Modern

Indivualists

9%

Post modern

Spiritualists

Spot the difference? 

When it comes to worldviews, 'Gen Z' look quite like everybody else...

All UK Adults 

UK Adults 16-24

Source: everyday people 2024

Base: UK Adults 16+ (n=2,751)

A holistic view of culture

Audience profiling and segmentation 

1.

Ethnography

2.

Qualitative deep-dives 

3.

Our experience

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Our awards

Ian and Andrew have a long history of award winning qualitative and quantitative research:

  • Jeremy Bullmore Award For Creative Development Research (2023)

  • Advertising & Media Research (2016)

  • Advertising & Media Research (2013)

  • Best Data Solution (2016)​​​​

  • Best Trade Body Research (2021)

  • Best Media Owner Research Team (2020)

  • Best Media Owner Research Team (2018)

  • Best Research Innovation (2014)

  • ​Best Custom Media Research (2020)​

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  • ​​Best Trade Body Research (2021)

  • ​Consumer Attitudes & Behaviour (2016)

  • Brand Advertising Effectiveness (2016)

  • Consumer Insight Strategy Of The Year (2017)

Thanks for your message.

Let's talk

Location

20-22 Wenlock Road, London N1 7GU

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Ian Murray
ian@everydaypeopleresearch.com

07960943406

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Andrew Tenzer
andrew@everydaypeopleresearch.com
07919868084

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