Crowd DNA, the cultural insights consultancy, joins STRAT7

Today we announce that Crowd DNA, the specialist cultural insights and strategy consultancy, has joined our growing portfolio of companies. The acquisition of this award-winning team will further strengthen STRAT7’s ability to accelerate growth and customer-centric transformation for global brands.

Crowd DNA delivers culturally charged commercial advantage for its clients by understanding people, culture and trends across the world. The team uses this wider cultural context to provide strategic guidance for many of the largest forward-thinking global companies, including IKEA, Pernod Ricard, Twitter and Deliveroo.

Blending trend specialists, researchers, strategists, designers, writers and film-makers, Crowd DNA works with companies to strengthen their brands through greater cultural relevance and to turn emergent trends into new opportunities. This strategic advice helps brands optimise their understanding of customers & audiences, create more effective marketing & communication plans and drive product & experience innovation.

Crowd DNA launched in London in 2008 and has since grown its footprint to Amsterdam, New York, Singapore and Sydney, supported by a global network of cultural insiders, including industry experts, academics, creators, influencers, trend scouts and journalists.

Crowd DNA and STRAT7 have a long-standing relationship, having worked together on multiple global projects over several years. The two complimentary offers – the expertise in cultural insights and trends, with strategies to deliver customer-centric transformation, founded on advanced data analytics and actionable insights – represent a compelling and unique offer in the marketplace.

Barrie Brien, CEO at STRAT7, comments:

“I’m very excited and proud to welcome Crowd DNA into our group. Both our companies have a mission to create rapid customer-centric growth for our clients by turning customer and market data into real-world knowledge, and knowledge into a competitive advantage. The complimentary fit of our culture, services, capabilities and our client lists deepens our ability to deliver just that. We’re already working together on some exciting and unique new products that we believe will give us and our clients a real competitive edge. Last but not least, our extended international footprint means we’re able to service our global clients much more effectively wherever they are based.”

Andy Crysell, Founder & CEO at Crowd DNA, said:

“We’re delighted to be joining the STRAT7 group, and to be starting a bold new phase in our journey. All through the pre-deal conversations with Barrie and the wider STRAT7 team, we’ve been excited by their understanding of what makes Crowd DNA tick, and the synergies across the group are clear to see. This creates a fantastic platform for us, and we’re looking forward to playing our part in growing the STRAT7 group.”

Published: 24 Nov 2020

Joe Lockey

Senior Analyst

Joe joined us after completing rotations across our consumer, services and health sectors, whilst gaining exposure to both qualitative and quantitative research techniques.


Alice Hedlund


Alice has experience in customer-centric growth, brand strategy and innovation at global scale. She specialises in brand transformation journeys, bridging the gap between business and brand strategy to create holistic and actionable plans for impactful growth.

Helen Donald


Job Title

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Tom Carvell


Tom has a science background with a PhD in Materials Chemistry. He has spent most of his career working on in-house front-end innovation where he delivered mid/long term strategic projects for brands such as Durex, Scholl, Veet and KY. He is focussed on delivering pragmatic but provocative innovation strategy for CPG categories.

Manick Pratheeban

Senior Principal

Manick is a brand strategy and consumer insight specialist with 15+ years’ experience helping to grow some of the world’s biggest brands. He has a proven track record of translating trends, consumer, and market data into actionable insights to formulate growth strategies.

Kate Jones

Senior Principal

Kate has over a decade of experience in creating transformative strategies for customer-focused businesses. With a background in consumer insight and behaviour change across consumer health, packaged goods, leisure, banking and other sectors she focuses on elevating the customer experience to create human-centric innovations and foster impactful growth.

Jacob Gascoine-Becker


Jacob specialises in leveraging consumer research to inform investment strategy and business case development. A management consultant since 2014, he previously spent eight years working in ecommerce and digital marketing.

Ines Achabal

Senior Analyst

Ines is inately curious and creative. She is known for her expansive thinking when exploring client challenges and elevating the visual quality of outputs to maximise their impact.

Helene Mills


Helene has 20+ years’ experience advising business leaders and investors on growth strategy based upon consumer and market intelligence. Her particular specialism lies in leisure, retail, food and beverage sectors.

Helen Donald

Helen Donald


Helen has consulted businesses at different stages of growth across a variety of sectors, specialising in consumer packaged goods and consumer healthcare. She is an adept strategist, bringing clarity to the most complex of situations and connecting dots to create rich, future-proofed platforms for innovation, brand positioning and growth.

Allan Chen STRAT7 Advisory

Allan Chen

Senior Principal

Allan’s core skillset provides an analytical and commercial lens to address client challenges. He started his career as an actuary, and since then has held a broad range of strategic roles, improving performance across the private and public sector.


Björn Dufwenberg

Managing Director​

Björn has 15+ years’ experience in insight-driven transformation, across management consulting, as well as brand and innovation agency roles. Most recently he headed up the Customer-Led Transformation practice at PwC Sweden, until joining STRAT7 in 2021. He’s worked on global projects covering consumer goods, durables, spirits and beverages, retail, banking, and private equity.

Kamilla Dala

Senior Principal

Kamilla has 10+ years’ experience leading and implementing insight-driven transformation within global matrix organisations in durable and consumable goods. Areas of expertise cover segmentation, uncovering and translating actionable consumer insights within innovation, product development, brand positioning, strategy and marketing.