About

Lucid is an insight, brand and innovation consultancy with a reputation for clarity and high-level strategic thinking. We help brands and organisations better understand the people you want to connect with, unearth the insight you need and recommend a clear, business-sensible way forward.

We work alongside you, as part of your team. We have a dynamic, creative approach that helps us 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, NHS formerly Danone Nutricia Early Life Nutrition

People

The Lucid team have backgrounds in advertising, marketing and brand consultancy, 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
Rachel Clare

Associate (Agile Innovation)
Rachel is a Lucid Associate, leading our Agile Innovation work. She's a swift-minded, pragmatic strategist with a consultancy background. Rachel began her career in brand experience strategy, before moving into foresight with The Henley Centre/Futures consultancy. She then worked in marketing at The Body Shop and Zurich, and was an Associate with Big Green Door and Brand Genetics before joining Lucid.

rachel@lucidpeople.com - 07887 984778
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 are best known for our work in the areas of creative development / advertising / comms, packaging / design, brand positioning / equity / assets, and brand stretch / innovation (with a specialism in Agile Innovation). We also collaborate with semioticians and quantitative agencies.

“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 about brands; how they function and what moves them further. Here we share views from and about the people we meet and thoughts about brands and marketing.

Trust your amazing brain

I saw this image and it reminded me of what it’s like, sometimes, on a research project. Every group is a little (or a lot) different, people in the back room are confused, panic starts to set in

Not everyone works the same way

We’ve been having lots of conversations lately about how the education system fails too many young people because it expects everyone to operate in the same way. One of the few benefits of lockdown was to highlight this, and we know of several young people who have stepped out of the mainstream to learn in a way that better matches who they are, and what they need.

Lucid sponsors CHOMP at Fabrica

This post comes to you with warmest wishes for 2022 from all at Lucid.

Because we strongly believe that creativity really matters (and we’re not just saying that) and because child food poverty is a travesty, we are sponsoring a year of CHOMP at Fabrica.

more…

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: