Tom Woodnutt - Feeling Mutual Ltd.


Digital qual and strategic planning:  from online communities, to social media research, mobile and online qual... 


I work at the intersection of insight, strategy and digital, offering what I call 'Conversations Strategy'. 

As a planner, researcher and innovation specialist I try to avoid being pigeon-holed as one or the other.  

I believe progressive brands should embrace open digital platforms and social media both as a source of insight as well as engagement. 

I aim to solve client problems collaboratively, tapping into a growing network of specialists from a number of fields.  These include quant and qual reseach, psychology academics as well as social media technologists and designers.  

I'm driven by the principle of mutuality and the desire to forge more reciprocal, mutually beneficial relationships between brands, their employees and customers. 

I've written about this on my blog  Please do drop by if you're interested! 

Part of my role includes helping research agencies and brands use digital methods to get more agile and vivid insight. Methods include online research communities, social media listening and mobile.  I've worked with the likes of Acacia Avenue and The Nursery in this way. 

I also work at the strategic end of brand and communications planning.  I help clients work out their brand identity, communications and social media strategy.  Clients include BBC and UEFA. 



My background is in planning, innovation, qualitative research and advertising. . . .

I went independent in 2010....having spent six years at the research agency Hall and Partners, where I was director of digital and previously a qualitative researcher.   Before that I was at Green Light Research where I trained in qual.  I also was a graduate trainee at the ad agency Lowe Lintas for two years from 2000.   My academic background is in psychology which I studied at the University of Manchester. 

I love chess, psychology and food....

What sectors do you most often work in?

  • Advertising & Media
  • IT (inc Ecommerce)
  • FMCG
  • Retail
  • Children & Youth
  • Consumer durables
  • Business to business
  • Charities & Not-for-profit

What are the main types of research/research specialisms you conduct most often?

  • Qualitative
  • Specialist techniques
  • Quantitative
  • Online/Mobile
  • Data Processing & Reporting
  • Workshop facilitation
  • Ethnography
  • Video/audio services

What regions within the UK do you cover?

  • London/South East England
  • English Midlands
  • Northern England
  • South West England

Which international regions do you cover?

  • Western Europe
  • Eastern Europe
  • North America
  • Japan
  • China
  • Central/South America
  • Scandinavia
  • Finland

Where are your offices in the UK?

  • London/South East England