Agile Online Qualitative Research

Inspiring more mutualistic relationships between brands and people

What We Do

Curate authentic conversations between brands and people

We provide a range of online qualitative research services through our international network of senior consultants and specialist partners.

We tackle diverse research briefs, from brand and strategic development to communications development, innovation, customer experience, service design and UX.

How We Work

We inform agile workflows, with authentic insights that inspire better decisions

We test and develop concepts and designs, through real-time conversations (via webcam) and asynchronous online qualitative (via communities, diaries and forum technologies). We map customer journeys for service design and innovation, through in-context mobile video, screen recordings and collaborative reporting in miro or mural.

Case Studies

Examples of our work

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Read the Media Consumption Case Study

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Read the Customer Journey Case Study

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Read the Brand Strategy Development Case Study

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Read the Content Strategy Case Study

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Read the Client Workshop Case Study

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Read the Advertising & Retention Case Study

We work across categories, from Technology to Media, FMCG, Retail and more.

Our Clients

What clients say about us

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50% increase in sales

After acting on their recommendations we had an uplift of over 50% in website sales and reengineered our retention strategy.

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Tom Stazicker

CEO, Virgin Pure

Inspired a Cannes Lion Award

Feeling Mutual helped develop a brand strategy that went on to achieve a Cannes Lion award and rapid growth for our client

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Tim Whirledge

Head of Strategy, McCann Manchester

Upskilled our global workforce

They truly get how insight inspires agile innovation. The training across our global offices helped us upskill in digital ethnography

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Fran Walton

Head of Insight, Publicis Sapient

Tom Woodnutt


Tom Woodnutt founder of Feeling Mutual

My name is Tom Woodnutt founder of Feeling Mutual.

We are an award-winning insight consultancy, specialising in online and mobile qualitative research.

Our purpose is to help brands nurture more mutualistic relationships with people.

In nature, mutuality refers to symbiotic relationships between two species. Each one creates shared value for the other - which results in a sustainable, mutually beneficial relationship.

Mutuality requires authentic insight into what people actually need, think and feel. Digital qualitative research tools are more effective at generating insight that is valid, vivid and feeds directly into agile workflows

To find out more explore our blog and feel free to get in touch.

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