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OUR WORK

CONSUMER INSIGHTS
Defining who you serve and unearthing a deeper understanding of their needs, attitude, behaviour and emotions, to create new opportunity spaces.

BRAND WORKSHOPS
Facilitating team training and market immersion, to improve connection, and competency, with a focus on movement, nutrition, recovery and mindset.

INSIGHTS, TESTING & WORKSHOPS

Our methodology is anchored in design thinking, and our expertise rooted in qualitative research. Think of us as a trusted partner to keep your consumer at the core of decision-making throughout the insight, ideation, and iteration phases of a new concept. We view insights as an evolution of understanding, and we've built our capabilities to support you from insight collection, all the way through to concept testing, wether we're teaching your teams how to do it themselves as part of immersive workshops, or doing it with them in the field.

WHAT WE DO

CONCEPT TESTING
Testing your language, graphics and products throughout the creative process, exploring the key moments of truth in real life lab environments.

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LivingLabs©
Our holistic health and fitness facilities provide a stable, controlled environment, conducive to deep research, study, and idea cultivation.

LIVINGLABS© and LAB2STREET©

Our LivingLabs© are part fitness communities, part research labs and part idea incubators, open to invite in brands that sincerely want to learn & support real people’s needs. These communities are just that, real people, living out full lives, providing a perfect playground to develop and test new ideas. Our Lab2Street© program builds on our experience in qualitative field research, meeting people where they are through high quality recruitment and remote data capture methods.

OUR RESEARCH ENVIRONMENTS

Lab2Street©
Our field research capabilities allow us to meet people where they are, including sport, retail, social and home environments.

Our two 6,000+ SQFT health & fitness labs are located in Portland, Oregon and Glasgow, Scotland, two areas renowned for sport, culture and innovation. We picked these locations to house our research to be sincerely rooted in communities that are obsessed with the same thing we are, bettering themselves and putting peoples needs first, for a COMN good.

WELCOME TO OUR LIVINGLABS©

OUR LAB SPACES

Together with subject matter experts, we test ideas in truly authentic living spaces, dedicated to movement, nutrition, recovery, and mindset, creating a perfect playground for research.

We explore topics at depth and unearth insight with our own fitness communities of more than 1000+ thought leaders, tastemakers, and luminaries on location, from diverse backgrounds and lifestyles.

PART FITNESS
COMMUNITY

MORE about our labs

We combine decades of experience leading qualitative field research and building custom test environments, together with behavioral and performance data capture, to explore and test ideas in depth.

PART IDEA
INCUBATOR

PART RESEARCH
LAB

It’s not 'us versus them' or even 'us on behalf of them.' For a design thinker it has to be 'us with them'.

Tim Brown, IDEO.

WELCOME TO LAB2STREET©

OUR FIELD RESEARCH

Our field research focuses on high quality recruitment of thought leaders, tastemakers, and luminaries, using our own global network of fixers and guides. We prioritize meeting these people where they are, mimicking the LivingLabs© ethos of removing as much bias as possible in our data capture, and use deep qualitative tactics like in depth interviews, observation, and ethnography to explore your topic across their sport, social, home, and retail environments.

FROM INSIGHTS TO STORY & PROTOTYPES

OUR partner capabilities

We’ve found that simply receiving an insight report only goes so far, but converting these opportunity spaces into sensorial prototypes and campaign-ready copy brings the insights to life and helps creative teams to find a shared understanding of the problem to solve and the opportunity in front of them.

ADVANCED CONCEPTS
Working with our partner product designers Laceless, we crowd course ideation & bring on world-class freelance design talent, helping us visualize insights & prototype ideas that we can test and vet with our research communities in as little as 3 months.

ADVANCED COPY
Working with our partner journalists Laer Studio, a team thats written product and campaign copy for the world's biggest sports brands, we turn insights into language and stories that we can test and vet with our research communities.

CONSUMER INSIGHTS, fila creative team

Working with the FILA North American Creative Team, we ran a 4 month study across 7 cities in the US, 10+ sports and 51 in depth interviews, as part of our Lab2Street© program, to support their consumer and creation strategy for 2023 and beyond.

CONCEPT TESTING, TONAL Curriculum Innovation

Working with the Tonal Curriculum Innovation team, we ran a 2 month study testing their equipment in our LivingLabs©, to explore whitespace opportunities in low lift software development, enabling them to expand into new markets, and appeal to an entirely new customer base.

CONSUMER INSIGHTS, adidas INNOVATION

Working with the adidas Innovation team, we ran a 6 week insights study with consumers and subject matter experts in our LivingLabs© in Portland, exploring movement fundamentals, to generate whitespace opportunities in footwear, apparel and accessory design.

BRAND WORKSHOP, LULULEMON CREATIVE TEAM

A consumer research group from Lululemon, joined us at our LivingLabs© in Portland, for an immersive series of 1 day workshops, including training on field research tactics and applied learning through real life interviews, paired with sessions on unlocking creativity, while moving, eating and recovering as a team to stay alert and charged with creativity.

consumer INSIGHTS, brand INNOVATION

Working with an Innovation team at a leading athleisure brand, we ran an 8 week insight study with consumers, tastemakers and thought leaders in our LivingLabs© in Portland, exploring a topic in athleisure, to generate whitespace opportunities in footwear, apparel and accessory design.

INSIGHTS WORKSHOP, FILA INNOVATION

The innovation group at FILA, joined us from all over the World, at our LivingLabs© in Portland, for an immersive 1 day workshop, including interviews and focus groups, paired with teachings around design thinking, while moving, eating and recovering as a team to stay alert and charged with creativity.

client work

Take a look at our recent

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FOLLOW OUR WORK

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VIEWOUR WORK

CONSUMER INSIGHTSDefining who you serve and unearthing a deeper understanding of their needs, attitude, behaviour and emotions, to create new opportunity spaces.

BRAND WORKSHOPSFacilitating team training and market immersion, to improve connection, and competency, with a focus on movement, nutrition, recovery and mindset.