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Our philosophy is simple: if your consumers stopped and thought about your brand for just one minute, what would they say?

We are a team of experienced researchers who are responsive, challenging and commercially aware. What's more, we all have client-side experience, and that's what gives us the edge.

Drinks (Alcoholic), Drinks (Non-alcoholic), Durables/White goods, Electrical Goods, Finance/Investment – Personal, FMCG – General, Food, Retail, Sport/Leisure/Arts, Toiletries/Beauty Products
Creative development research, Depth Interviews, Diary Studies, Eye Tracking, Face-to-Face, Group Discussions/Focus Groups, In-Store Interviews, Online Communities, Qualitative, Recruiting
Advertising, Brand/Branding, Business-to-Business, Communications/PR, Concept Testing, Consumer, Customer Communities, New Product Development, Packaging/Design, Product Testing
Digital Consumers, High Net Worth, Mothers/Parents, Youth/Teens
Northern/Western Europe, Republic of Ireland, UK
Senior Contacts

Babita Aytain (Account Manager)
Anna Barnes (Research Director)
Claire Battye (Project Manager)
Rebecca Harries (Research Director)
Debbie Newbould (Managing Director)
Jemma Phelps (Research Director)

Breakdown of Personnel

Admin/Support staff: 1
Executive/Research staff: 5
Non-research: 1
Total Number of Employees: 6 to 10


1a Stratford Court
Cranmore Boulevard
West Midlands
B90 4QT
Tel: 0121 745 5109
Establishment date: 2003

Modern Dad: Everyone’s talking about him

The subject of gender equality is all over the media and has created a massive talking point, but this has mostly been debated through a female lens. Turning the debate on its head, we have considered this issue from Dad’s perspective and have carried out self-funded research with 19 dads focusing on what it means to be a father in today’s modern family.

We jointly presented our findings with Catherine Haigh from Premier Foods at the MR Summit in May and hosted our Lunch & Learn session in June. The paper was also shared with AURA members at their conference in September. Our research has certainly created a storm; this is a topic creating dialogue and debate in daily conversations.

What did the research findings convey?

Dads view parenting as a partnership; it’s no longer about individual defined roles – they simply want more involvement with their child’s development. Our insight was also echoed in the Sunday Telegraph (June 2018) with an anthropologist’s claim that fathers are derided in a way that would now be considered utterly taboo about women. Our insight is consistent… rather than bashing modern dads, we should be celebrating their unique and complex contribution to child-rearing.

This topic has also reached the box office – in The Incredibles 2 movie much has been made of superhero dad Bob Parr taking on childcare duties while the mum becomes chief superhero. Even Disney is tackling gender inequality and is considering the portrayal of modern family dynamics.


Source: ONE MS

"It really gave us confidence in shopper decision-making knowing that ONE MS has been in store to observe real shopping behaviour, and being on hand to really understand the thought process of shoppers at the precise moment in which decisions are being made.  Furthermore, the shopper case studies and photos of the fixture really helped bring to life the research in the debrief, which was fantastic" 

(Tim Fieth, Marketing Manager, Bakkavor)  


"Some innovation research can often leave you with more questions than answers. This approach really illuminated our key territories for growth and has subsequently formed the backbone of our NPD pipeline.  What is particularly valuable is the ability to directly involve Brand, R&D and Category in the process.  Credit has to go to ONE-MS for their timely, concise and impactful debrief" 

(David Farmer, Insight Manager, Burton's Biscuit Co.)  

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