Meet the 85% is an ethnographic research company that captures the lives of the people we meet via photography, audio and video.
We get closer to your customers around the UK and capture their reality.
85% of the UK population live outside London.
But with our politics, media, communications and cultural sectors all centred on London, it gets far more than its share of coverage and conversation.
We attempt to give an unbiased view into how the people of the UK live, think and act. We are an ethnographic research company that captures the lives of the people we meet via photography, audio and video.
We paint a visual and insightful glimpse into their lives that is natural and unbiased. It may add value to creative agencies and brands alike because unlike typical audience-led research we will not focus on the outliers or mask the mundane. We show real people doing the real things they do - not what looks good in a research debrief.
We don’t pretend to represent 67 million people, but we do promise to document their lives in an honest way that offers useful depth and meaning. One family at a time.
Meet the 85%.
Meet the 85% was founded by Mark Hadfield, a Brand Strategist with 20 years experience working across a range of categories, markets and brands.
Mark has worked for agencies such as Iris Worldwide, BBDO, ENGINE, Southpaw and Cravens. During that time he’s partnered with brands like Guinness, Shell, Samsung, Chang, Philips, Suzuki and many more, unearthing customer and cultural insights to power their brand strategies.
Meet the 85% works with Flume - an independent research agency based in Shirley in the West Midlands. Flume bring expertise in both qualitative and quantitative research to ensure that the Meet the 85% findings are based on best practice approaches.