About

Lucid are insight consultants with a reputation for clarity and high-level strategic thinking. We help brands and organisations better understand the people you want to connect with, unearthing the insight you need and recommending a clear, business-sensible way forward.

We work alongside you, as part of your team. We operate on different levels, using movement, imagery and music as well as words to get more from people. And we always aim to build towards the future, ‘closing the loop’ for you and bringing our marketing expertise to bear on identifying the implications beyond the findings.

“They are the benchmark by which we measure other agencies. They always provide a simple model or way of articulating the insight that sticks with you.”

Alex Ward-Booth, Danone Nutricia Early Life Nutrition

People

The Lucid insight team have backgrounds in advertising and marketing, making us powerful thinking partners and credible advocates with senior stakeholders.

Maddy Morton

Director
Maddy is Director of Lucid. She has been described as a 'maestra' with groups of people and is appreciated for her passion and commitment as well as the clarity of her strategic thinking, insight and expression. Maddy began her career in advertising at Ogilvy and BBH and then worked at the Arts Council, English National Opera, AEA consulting and Stimulating World Research before setting up Lucid.

maddy@lucidpeople.com - 07710 946493
Kay Armstrong

Associate Director
Kay is Lucid’s Associate Director and also leads our international work. She possesses real wisdom, pragmatism, strong marketing nous and speaks fluent French. Kay began her career at The Foreign Office and P&G before moving into insight at One World and Stimulating World. She then moved client-side, working in insight and marketing at Allied Domecq and Pernod Ricard before joining Lucid.

kay@lucidpeople.com - 07801 945439
Catherine Horner

Associate
Catherine is a Lucid Associate. She is an insightful and sharp thinker who loves the opportunity to help transform brands or products with fresh thinking. Initially starting in qualitative research, Catherine then moved into planning at EURO RSCG and strategy at retail consultancy 20/20 before returning to the qualitative fold.

catherine@lucidpeople.com - 07557 401747
Joanna Herbert

Operations Director
Joanna is Operations Director of Lucid. Unbelievably efficient and unflappable, she manages all the fieldwork and makes sure the office runs smoothly. Joanna worked with Maddy and Kay at Stimulating World Research before joining Lucid.

joanna@lucidpeople.com - 07801 274423

Services

Lucid works in the UK and internationally. We offer a broad range of types of insight, but are probably best known for our work on brand equity/assets and positioning, comms – especially creative development, from early exploration of creative territories to later qualitative ad testing – and brand stretch and innovation, from opportunity analysis and concept optimisation right through to pack design and launch comms.We use a suite of insight methods, matching method to task and using both face to face methods (groups, depths and workshops) and digital methods such as online diaries/panels, mobile ethnography and consumer film. We also regularly collaborate with quantitative agencies and semioticians.

“Lucid’s fresh approach has delivered inspirational and insightful research which has really helped to drive our organisation forward.”

Jacqui Souter, VisitScotland

Views

We learn a lot about people, obviously, in the work we do. And we learn a lot about brands; how they function and what moves them further. Here we share views from the people we meet, and observations about the people we meet, including findings from our own original research.

Clients

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