Clear, smart insight solutions

One of the very best qualitative research agencies I’ve seen in action. Clever, strategic, insightful

About us

Lucid is a global qual insight, brand and innovation consultancy with a reputation for clarity, smart strategic thinking and a dynamic, creative approach that gets more from people. Our backgrounds enable us to identify the implications beyond the findings and a clear, actionable way forward.


There’s insights, and then there are the insights Lucid provide: going deeper into what people really mean, sifting through contradictions and complexity, and arriving at knowledge that has real impact and drives action

Our work

We work globally online and face-to-face. We’re passionate about getting the most from insight so often mix methods and work iteratively and collaboratively to push the thinking. Based on neuroscience, we use multi-modal techniques including movement and ‘clean questioning’ to help people engage, access their emotions and unearth the metaphors driving their experience. When appropriate, we integrate qual with semiotics and cultural analysis to reach more rounded insight and even more practical recommendations, and / or we may collaborate with quant partners.

We work with you to get the stimulus right, creating it when needed, and outputs vary on a needs basis, flexing to fit timeframe and budget.

Internationally, we work with local qual partners but lead and actively take part in all aspects of the project (including co-moderating digital and attending all F2F sessions, online or in person), ensuring the same standard of insight across all markets.


Top-level expertise to make consumers talk, exceptional level of strategic mindset and presentation skills, and so great to work with. I really recommend them!


Backgrounds in advertising, marketing, brand consultancy, client-side insight, semiotics and cultural analysis make us powerful thinking partners and credible advocates with senior stakeholders. The people we propose are the people who work with you, so you get a team of experts from start to finish who are commercially aware and strategically astute.





We’re lucky to have great clients and proud of the long-standing relationships we’ve built. Brands we’ve worked with include: