The Akin


a consumer research and strategy studio


is a profound and sometimes uncomfortable truth about a person and/ or peoples evidenced by their behaviour, experiences, beliefs, needs and desires.

Insights offer a business opportunities for innovation. Left ignored, insights may become a risk or threat to the business.

brand architecture

is a way of organizing a brand's different parts and how they each relate to one other. It helps businesses understand how their products, services or content platforms work together and complement one another.

one-world world

The oww [One-World World] is the predominant idea in the West that we all live within a single world, made up of one underlying reality (one nature) and many cultures. Popularised by Arturo Escobar, the one-world world is a demonstration of the West’s imperialist habit to claim it is ‘the world,’ forcing other worlds to confirm to its rules, to diminish them to secondary status or to nonexistence, often figuratively and materially.

quantitative research

is used to answer questions like “how much” or “how many.” Quantitative data is structured, ie numbers and values, making it a more suitable candidate for data analysis.

We conduct quantitative research via surveys, experiments, and market reports.

qualitative research

is used to answer open-ended questions like "why". Qualitative data is un- or semi-structured data – aka messy.

We conduct qualitative research using focus groups, 1:1 interviews, expert interviews, case studies, cultural theory, or cultural narratives.


someone who is embracing, encouraging and proactively creating change.

Changemakers are a subset of Early Adopters who create  future cultural narratives. They are critical allies that help businesses create long-term appeal instead of short-term ‘hype’.


aka trends

Futures are plotted through cultural anthropology, exploring current realities and people creating change. We zoom in and out to get cross-industry, cross-demographic, and cross-market perspectives. These uncover value shifts and/ or emerging needs at macro-and micro-levels in society. We translate these value shifts and emerging needs into a futures framework that businesses can use to inform their strategy execution.

audience typologies

are critical business tools that defines a business's audience "types" using behavioural or attitudinal characteristics. This is then combined with quantitative data to define 'how many' or 'how much' of the addressable audience is each "type" so the business can prioritise its resources to acquire or retain each "type".

cultural insights

helps us understand how the world, an industry, or a community is changing on a macro-level. We use them to contextualise what changes have happened, and how people feel at scale to extrapolate what changes might come, and why. Cultural insights provide clarity to complex systems and help us identify and frame business opportunities.

consumer insights

help us understand how the world, and industry, or a community is changing on a micro-level. We use researchers from the communities we’re researching to deep dive into how people are feeling about the world around them and why. These consumer insights help us map what these consumers want and need now and in the future.

communication strategy

a plan to  increase brand awareness or new user acquisition through internal and/or external communication tactics.

A good communication strategy is informed by brand strategy, business strategy, and audience typologies.

innovation strategy

a plan to improve market share, performance or brand perceptions through product or service innovation.

A good innovation strategy is informed by the brand strategy, brand architecture, and audience typologies.

brand strategy

Critical for a purpose-led business. Brand strategy is a plan to 1/ to increase brand awareness and value and 2/ helps employees stay "on-brand" as they asynchronously prioritise and align their work towards their brand purpose.

A good brand strategy requires a differentiated brand – purpose, mission, and tone-of-voice – and audience typologies.