Sean Adams

The Seed


A qualitatively-led research and insight consultancy


Previous projects have involved one or more of the following elements:

  • Communications audit: an objective review of a brand’s marketing activity to determine potential gaps and areas to develop
  • Stakeholder engagement: upfront interviews and workshops with key people to capture their views and achieve buy-in
  • Contextual exploration: desk research to understand the broad societal, consumer & category trends that may impact the brief
  • Consumer understanding: qualitative research to explore the issues from the brand’s customers’ perspective
  • Hypothesis validation: quantitative research to help substantiate existing hypotheses or develop new ones
  • Strategy development: synthesising learnings into a strategic framework that allows specific actions to be taken
  • Brand storytelling: delivering insights and brand learning in a memorable way that will engage customers and employees alike
  • Effectiveness measurement: developing approaches to help monitor the effectiveness of brand activities


My speciality is in listening deeply to people and then distiling the essence of what is important to them in clear and actionable language.

This ability is a result of my formative years as an account planner where brevity is key, but has proven a useful asset in delivering research & insight projects that always seek ‘to make the complicated simple’.


Following 4 successful years at News UK, I launched a new research, insight & strategy consultancy in 2017, providing independent, clear-thinking & actionable advice to advertisers, agencies and media owners.

Prior to this, I worked in Australia for many years;  for ad agencies and a media agency before setting up a research company (The Seed), which I ran successfully for 10 years, working with many of Australia’s leading brands, with a specialty in the area of media & communications.

During that time I was also Chair of the Account Planning Group (APG) for 3 years and as such, was the ultimate spokesperson for strategic planning in Australia. I am a full member of MRS, AQR and a member of the Australian Market & Social Research Society (AMSRS).


  • Advertising & Media
  • Automotive
  • Consumer durables
  • Entertainment, leisure & travel
  • Financial

Skills & Services

  • Qualitative
  • Quantitative
  • Secondary Research (data mining, desk research, web analysis)
  • Specialist techniques
  • Workshop facilitation