AXA - Crikey

Ethnographic Activity

We’ve been lucky enough to have worked with loads of great brands and agencies over the years, where the need for actionable consumer insights has been absolutely vital.

This image is from a campaign that resulted from a fascinating project that we conducted for AXA PPP.

We ran a series of ethnographic interviews with a range of truly inspirational people across the UK; the brief being to understand and clarify key ‘human truths’ about health and wellbeing. We then used that insight to assist the creative agency in developing impactful and motivating communications. Producing a series of respondent videos and a creative approach to our debrief presentation really helped us do so.

In addition to the ethnographic work, we conducted a mass of trend research into the wider heath and wellbeing space, including a deep-dive into international health-tech start-ups etc, alongside interviews with key members of the client’s team, and added-value activity.