I've always found cultural research absolutely fascinating, and it was the reason I set up by myself in the first place. It seemed that clients wanted a level of insights they weren't getting from an agency world content with churning out projects that stated the blindingly obvious, or involving enough quant stats to put an entire conference to sleep. So...ten years on and I've conducted projects looking into everything from 'Blue Collar Culture' to 'Alcohol-related Violence' to 'Anti-Corporate Activism' to 'Sustainability' to my old favourite: 'Britishness'.