We’re a specialist insights agency in London, UK made up of diverse minds that help brands explore new territories through highly-nuanced cultural insights, to fuel creativity, optimise strategy and enhance experience.










Industry-leading youth
consumer and street
culture specialists
A global network
Of 200 hyper-local
Cultural authorities
Big Data
A live data lake of
20,000 Gen-Z street
culture consumers

NERDS stands as a beacon in the vast realm of consumer insights, delivering transformative and multi-disciplinary consumer insights. We meticulously surface the cultural intelligence that underpins brand-shaping consumer comprehension, offering clarity and strategic refinement in an ever-evolving cultural milieu. Our expansive, digital-first consortium of elite insight consultants, forefront researchers, proprietary in-house research apparatus, and cutting-edge technological solutions empower us to delve profoundly into the realm of your target consumers. This intricate dive aids in decoding their fervent interests, intricate journeys, and decisive processes.

The cultural capital of any brand is pivotal in constructing a resilient brand affinity. Gaining cultural relevance requires an astute understanding and leveraging of the profound social and cultural ties that steer consumer tendencies, brand stature, and perceptions. Constructing cultural currency rooted in profound insights invariably stands as the paramount strategy to foster unwavering consumer allegiance and brand longevity.

As the paramount insights agency in the industry, NERDS is committed to delivering research that places culture at the helm. Our approach aids brands in demystifying the intricate tapestry of consumer aspirations, charting avenues to ensure unwavering brand alignment with consumer expectations. Our offerings are profoundly human-centric, tailored to engender palpable consumer resonance, amplify your stature in the aspiration-driven market, and lay the foundation for enduring commercial triumphs.

The research endeavours at NERDS target those elusive audience segments that remain an enigma for most brands. We unearth profound insights, acting as the linchpin for creative ideation and robust market strategy formulation.

Our research is co-authored with the communities at the centre of the movements your brand aims to align with.

We know consumers focus their spending on brands that share their cultural positioning and lifestyle associations.

We help our clients unlock the power of diverse and rich consumer insights and social understanding to craft unique and compelling cultural selling propositions. This begins with an informed and robust consumer understanding, this starts with us.

We are the preferred consumer research agency due to our industry-leading hybrid methodology research projects for the world’s foremost consumer brands. We partnered with brands such as Twitter, Puma, adidas, Nike, Levi’s and Budweiser to help position themselves at the centre of their strategic target consumer world.

Over ten years of getting Nerdy with research and insight has provided NERDS with a reputation as an industry disrupter and leading consumer research agency as we help brands unpack consumer mindsets, behaviours, practices, rituals, trends and ideologies.


The leading
Insight Agency


A global network
of cultural insiders
and research

Big Data

A global data
pool of 20,000
hard-to-reach and
diverse consumers

Through our proprietary analytical powerhouse, Frontline, we glean critical findings which are then metamorphosed into resonant audience insights. These insights play a pivotal role in bridging the brand-consumer chasm. Our adeptness in swiftly generating results is bolstered by our in-house analytical paradigms, ensuring comprehensive data scrutiny and discerning analysis. Our acumen lies in identifying the quintessential human truths and translating them into actionable strategies, surpassing the conventional methodologies.

It's an undeniable truth that consumers gravitate towards brands mirroring their socio-cultural ethos and lifestyle leanings. With this understanding, we assist our clientele in harnessing the potency of diverse audience intelligence, laying down the groundwork for evocative brand narratives and market ingress strategies. Such initiatives are underpinned by a robust comprehension of consumer culture, nuanced behavioural patterns, and insightful monitoring. Your journey towards such proficiency commences with NERDS Collective, your trusted insights agency.


The NERDS methodology converts our research data into authentic and actionable strategic insight and connections frameworks that deliver consumer-centricity and high commercial value.


The challenge




Strategic Recommendations


Creative Solutions



NERDS is a dynamic insights studio based in London but operating globally. We blend industry-leading insight consultants and culture-focused research frameworks with inhouse and third-party innovative technology solutions.




    A global network of 200 hyper-local cultural authorities

    Real time cultural intel

    Trend forecasting

    Surfacing consumer-centric cultural relevance


    20,000+ international community

    16-25 year olds

    Street Culture Inspired Consumers

    Middle to lower socio-economic status

    They prioritise spending on branded goods

    Driving mass trends

    Fuelling the street culture phenomenon that’s dominating global youth culture


    A unique tech-platform for consumer research and consultation

    Housed on our own dynamic app

    Consumer profiling and segmentation

    Real-time interface

    Real-time insights


Product Testing & Comms Testing

Testing new and developing products and campaigns to ensure resonance with the target audience. Key insights are used to shape the strategic direction for product or campaign launch.

Cultural Immersions

Bringing the brand closer to the target audience, cultural immersions place brand stakeholders at the heart of the consumer’s life – generating insight into their everyday behaviour, brand preferences, shopping habits and more – helping to develop brand strategy attuned to the consumer’s wants and needs.

Psychographic Profiling & Segmentation

Psychographic profiling generates a consumer profile based on certain traits, behaviours, mindset etc. These profiles can be segmented in order to offer more targeted brand strategy.

Smartphone Ethnography

Smartphone (or mobile) Ethnography replicates ethnographic research methods through observing how a consumer goes about their daily life, captured via their smartphone. This remote method gathers insight into how consumers feel and respond to certain moments in their lives, without needing in-person observation.

Quantitative Research

Quantitative research gathers data which is analysed to generate numerical insights. In consumer insight work it helps to generate objective responses that are reflective of a wider target audience.

Qualitative Research

Qualitative research concerns much smaller respondent numbers and utilises various methods to gather in-depth, more subjective insight.

Panels, Workshops & Focus Groups

Three examples of qualitative investigation, panels, workshops and focus groups allow for collaborative discussion and insight generation.


In 2013, visionary Luke Hodson unveiled NERDS Collective, an insights agency uniquely tailored to embed brands seamlessly within the heartbeat of youth culture. Through detailed consumer insights, insightful cultural strategy, and pioneering creative content, our insights agency's intent has always been clear: spotlight and elevate the voices of inner-city individuals and grassroots communities. By crafting narratives where brands can meaningfully engage with these communities, we strive to make genuine, lasting connections.

Our origin story resonates with URBAN NERDS, an iconic underground live music beacon born in London’s East End in 2007. With a heart for underground beats and budding scenes, URBAN NERDS curated legendary warehouse parties, club residencies, and festivals, introducing raw British rap talent to enthralled European crowds. As an insights agency deeply entrenched in and moulding youth culture since '07, our unique journey gives us an authentic, unparalleled voice in the industry.

With youth initiatives witnessing a drastic 70% funding cut since 2010, we believe brands, armed with the right insights and strategies, can be pivotal in influencing positive change for these vibrant youth communities. These communities, often the unsung heroes, are the driving force behind the cultural dynamics many brands aspire to tap into.

Our mission, as a renowned insights agency, is to weave brands into the very soul of youth culture, emphasising outreach to the marginalised, overlooked, and resource-scarce youth.

Deeply connected and passionately Nerdy about youth culture since '07.


"Nerds are youth culture experts with a unique ability to identify hard-to-reach youth audiences and surface nuanced insight that has helped transform PUMA into a culture-first brand."
Paul Spencer
UKIB CEO at Puma
"Nerd's approach to work is loaded with data and expertise in youth culture, driven by their passion for unlocking opportunities that align with brand strategies and consumer needs. Nerds' can show a brand exactly who their consumers are, identify their needs and how your brand can play a purposeful role in their world, which also drives commercial success. For example, whilst at Pentland, we partnered up with Nerds on a consumer segmentation and connections strategy that led to the creation of several new Lacoste products, built with the consumer at the heart of the design, that delivered £ m's in revenue."
Dan MoneyPenny
Global Head Of Sales at Pentland
"Nerds are youth culture experts with a unique ability to identify hard-to-reach youth audiences and surface nuanced insight that has helped transform PUMA into a culture-first brand."
Nadia Kokni
CMO at JD Sports
"NERDS have an exceptional talent for providing authentic, descriptive and data-based insight into the culture and mindsets of the younger generation. Through ​Nerds, ​we broadened our view of youth and developed​ impactful and culturally relevant derivations for our strategies and communication. Nerds' knowledge and expertise ​were a real enrichment in our work, and it was a pleasure to work with you. Thank you."
Marlen Ring
Western Europe Marketing Director at Coca-Cola

NERDS recognises the dynamic shifts within youth culture and its profound influence on broader cultural movements. With a history deeply entrenched in youth culture spanning over a decade, we have expertly decoded the cultural landscapes of street culture. As an esteemed insights agency, our core is not just data or analytics; it's about understanding the pulse of communities and connecting them meaningfully with brands.

From industry titans like Nike, Havana Club, and Puma to emerging start-ups, all have turned to NERDS – the culture-first insights agency – for a deep dive into the heart and soul of the global street culture youth consumer. Our expertise lies in delivering hyper-nuanced insights, powered by a genuine passion for the culture we serve.

Our proprietary research platform, Frontline, exemplifies our commitment. Tailored exclusively for the global street culture youth consumer, it seamlessly integrates with our profound cultural expertise. This synergy makes NERDS an unparalleled partner for brands eager to navigate the intricate web of street culture.

But our mission goes beyond just insights. At NERDS, we envision brands as powerful change agents. In a world where youth initiatives have suffered a devastating 70% funding cut since 2010, we see brands, with their vast resources, as the beacon of hope. These young communities, frequently overlooked, are the cornerstone of dynamic cultural trends, the very ethos many brands seek. We believe brands, when equipped with the right insights and strategy, can not only tap into this culture but also play an instrumental role in uplifting these communities.

It's this belief that drives our mission: to help brands cultivate purposeful, lasting bonds with youth culture, especially those from marginalised and underrepresented backgrounds. With NERDS, it's not just about understanding; it's about making a tangible difference. And this transformative journey starts with us.


Frequently Asked 

What is an Insights Agency?

An agency that delivers market and consumer insights through research services that combine experienced insight consultants, industry-leading researchers and innovative technology solutions

What Are Insights?

Insight is the understanding of a relationship and behaviours within a particular context. It often refers to a piece of information deducted whilst observing the inner nature of things.

Do you only focus on Youth Audiences?

No, NERDS help brands understand a brand's target consumers from various sectors, markets and demographics.

What are your research methodologies?

We use a hybrid Qualitative/quantitative approach for our clients across Ad-hoc challenges or tracking across longitudinal studies. We blend the best research solutions and teams to answer your unique insight challenge.

Do you work Globally?

Our studio is located in London, but we work internationally via a global network of experienced insight consultants and industry-leading researchers.
Privacy PolicyT&Cs
: Joel Claude
©2022 All Rights Reserved