Business Details
Behavioural Science & Marketing Consultancy for Brand Growth
Brand Genetics is a global consultancy specialising in behaviour-led brand growth. We combine behavioural science, psychology, and empathy to uncover deep consumer motivations and cultural signals. Our proprietary DNA of Human Behaviour framework helps brands identify growth opportunities by decoding the hidden forces driving consumer actions. With offices in London, New York, and Rio de Janeiro, we partner with clients across industries to develop strategies that align with real human behaviour. Our team of experts brings decades of experience in qualitative research, innovation, and strategic foresight.We prioritise empathy and diversity in our work, ensuring our insights reflect the complexities of human motivations. Our clients include major global brands like AB InBev, PepsiCo, and Reckitt. We deliver actionable solutions through workshops, consumer conversations, and digital insight analysis. Our approach balances scientific rigour with commercial clarity to maximise brand effectiveness. We maintain independence while collaborating with the Alliance of Independent Agencies to enhance our impact.
Services
Behavioural Research
Brand Strategy
Consumer Insight
Innovation Consulting
Cultural Analysis
Highlights and features
- We use a proprietary DNA framework combining behavioural science and commercial clarity
- Our team includes experts with MSc degrees in Behaviour Change and 10+ years' industry experience
- We operate across 3 global hubs in London, New York, and Rio de Janeiro
- Our approach blends qualitative research with digital insight analysis from online data
- We maintain partnerships with leading academic institutions and research bodies
Associations and certifications
- Alliance of Independent Agencies
What people say
Best research experience EVER!
Thoroughly enlightening
Fantastique insight work
Dream team
Highest brand scores
Services
Behavioural Research
Our behavioural research combines psychological frameworks with digital insight analysis to uncover hidden consumer motivations. We use empathetic approaches to gather emotional insights from interviews and online data. This helps brands understand the deep human motivations driving purchasing decisions, enabling more effective strategy development.
Brand Strategy
We develop brand strategies grounded in our DNA of Human Behaviour framework. Our approach maps cultural signals and contextual influences to identify growth opportunities. By understanding both conscious and subconscious drivers, we create strategies that align with real consumer behaviour patterns and market dynamics.
Innovation Consulting
Our innovation consulting uses foresight methodologies to anticipate future consumer needs. We conduct growth workshops and agile innovation sessions to develop breakthrough concepts. This approach helped clients achieve Nielsen's highest brand scores and create market-leading product innovations through consumer-centric briefs.
Cultural Analysis
We analyse cultural signals and emerging trends to identify new market opportunities. Our 'Anticipatory Thinking' toolkit combines scenario planning with Delphi methodologies. This enables brands to prepare for future market shifts and capitalise on emerging consumer behaviours before they become mainstream.
Consumer Insight
Our consumer insight services use mixed-method research approaches to uncover both stated and unstated consumer needs. We combine ethnographic studies with digital data analysis to reveal comprehensive behavioural patterns. This approach has helped clients triple revenues in emerging product categories through data-driven strategy adjustments.
People
Mia Christophers
Head of Projects
Director with expertise in agile methodologies and market research, previously at FreshMinds and Ipsos. Holds first-class English degree and MRS Advanced Certificate in market research. Specialises in solving complex client challenges through multi-lens approaches.
Steph Barrett
Client Development Director
Strategic foresight expert with MSc in Behaviour Change. Specialises in synthesising human and cultural insights to create growth paths. Former roles at System1 and Ipsos consulting division. Combines academic expertise with practical business application.
Ben Preston
Head of Business Development
Project architect with consulting background. Focuses on understanding client challenges to deliver tailored solutions. Experienced in global business development with expertise in strategic implementation and client relationship management.
Hannah Scarf
Associate Director
Innovation strategist with experience at ?What If! and Accenture. Specialises in using insight to drive dynamic strategies and cultural transformation. Expertise in helping global organisations develop innovation capabilities and growth strategies.
Ciaran Nilan
Associate Director
Strategic insight consultant with tech startup background. Experienced in multi-market projects for FMCG brands. Combines cultural analysis with business strategy to deliver growth-oriented solutions for international clients.
Questions
What makes Brand Genetics different from other marketing consultancies?
We combine behavioural science with commercial clarity using our proprietary DNA framework. Our approach focuses on understanding deep human motivations rather than surface-level consumer data.
How do you help brands achieve growth?
We decode human behaviour patterns to identify growth opportunities, develop behaviourally-informed strategies, and optimise execution effectiveness through our three-stage process.
What industries do you work with?
We work across diverse sectors including FMCG, technology, healthcare, and consumer goods, with experience in both established markets and emerging economies.
How do you measure the effectiveness of your strategies?
We use a combination of stakeholder alignment metrics, consumer testing, and commercial performance tracking to ensure our strategies deliver measurable business impact.
What is your approach to innovation consulting?
We use agile innovation methods and foresight tools to develop future-ready concepts, combining consumer insights with market trend analysis to create commercially viable innovations.
How do you ensure cultural relevance in global markets?
Our team includes cultural anthropologists and local market experts who analyse regional differences while identifying universal human motivations that drive cross-market strategies.
Reviews (5)
Adam Murphy
May 26, 2022
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Having worked on multiple projects with Brand Genetics, and met many of the team, they are one of few agencies I recommend to others in the Insights field. Their strong basis in human psychology and motivation is complemented by a unique willingness to continually customise and tailor to the unique context of different business problems, and a fantastic team that care about clients.
Neha Ahmed
May 25, 2022
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A super smart, friendly team who are always open to new ideas and love to be challenged, with an impressive range of global clients and great strategic thinking abilities. I loved working at BG, and would wholeheartedly recommend it to anyone!
Global Innovation Forum
May 20, 2022
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We've been lucky to collaborate with Brand Genetics on numerous occasions for nearly ten years now. They are absolutely brilliant - knowledgeable experts on everything brand and innovation related, but also very friendly and easy to work with on a pure interpersonal level.
Martina Slavchevska
May 17, 2022
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Working with Tom, Andrew and the team has always been smooth and easy. I would definitely recommend them for the best results with your current projects around innovation and consumer insights.
Nathan Taylor
May 15, 2022
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Having worked with Brand Genetics for over 5 years, and on a variety of insight projects, can safely say they are a great partner. A super strong team, led by Tom & Paul, that continues to deliver time and time again for us with work of the highest order and impact. A clear mantra of approaching any challenge with a 'human-first' approach delivers truly outstanding work for us time and time again. An agency of the highest order.
