Description

There is a life hidden underneath the one people usually share with market researchers. At Nonfiction, we use whatever techniques necessary, going beyond traditional notions of “qual” or “quant,” to understand an audience.

“Incredible, incredible research.” — MSNBC

“I rarely read research. I read this.”
— Scott Galloway, L2 Gartner, author of The Four

"More like detectives than researchers.”
— Tom Goodwin, author of Digital Darwinism

Our studies go deep into real lives. I’ve welded shoulder to shoulder with blue collar Americans; gone mudding with Red Necks; met Corrido Tumbados musicians in Laredo, Texas, including members of the Bandidos Uvalde chapter; I’ve gone line dancing in Texas barns. Met an artist who paints spat out chewing gum on the streets of London. Went to Bristol to explore Northern Soul and Urberxers in New York City.

What I see, isn’t a stereotype—it’s layered, lived realities. Gritty. Graceful. Often overlooked. The research work doesn’t just open my eyes—it turns my ears. Because when you slow down and really listen, you realize how many voices we’ve been missing. These projects make space for those voices—and for the rest of us to hear.