Skip to content

Inspiring ideas that transform

Research that inspires, improves and validates ideas.

Research Training

Nine industry awards and nominations, 2013–2025

  • Quirk's Marketing Research and Insight Excellence Award winner 2020
  • MRS Awards 2017 finalist, Independents' Day
  • AQR Wendy Gordon Pioneers Award 2025
  • Quirk's Qualitative Research Impact Award winner 2021
  • MRS Awards 2021 winner, Independent Consultants
  • AQR Qualitative Excellence Award shortlisting 2021
  • Admap Prize 2013
  • Quirk's Marketing Research and Insight Excellence Award finalist 2020
  • MRS Awards 2019 finalist, Independent Consultants

What we do

Inspiring ideas that transform

Discover, optimise and validate ideas through research.

Discover

Find the right idea.

Discovery research into unmet needs, tensions and opportunities for ideas.

Learn more

Optimise

Make the idea better.

Testing propositions, features, creative ideas, scripts, designs and messaging, to improve them.

Learn more

Validate

Know the idea works.

Testing at scale to measure reactions to ideas with statistical rigour.

Learn more

Training

Upskill your research team.

Do more insightful online qualitative research.

Learn more

How we work

We inform agile workflows, with authentic insights that inspire better decisions

Clients

Examples of who we work with

We work across categories, from technology to media, FMCG, retail and more.

What clients say about us

Read the case studies

50% increase in sales

After acting on their recommendations we had an uplift of over 50% in website sales and reengineered our retention strategy.

Tom Stazicker, CEO at Virgin Pure
Tom Stazicker CEO, Virgin Pure

Inspired a Cannes Lion Award

Feeling Mutual helped develop a brand strategy that went on to achieve a Cannes Lion award and rapid growth for our client.

Tim Whirledge, Head of Strategy at McCann Manchester
Tim Whirledge Head of Strategy, McCann Manchester

Upskilled our global workforce

They truly get how insight inspires agile innovation. The training across our global offices helped us upskill in digital ethnography.

Fran Walton, Head of Insight at Publicis Sapient
Fran Walton Head of Insight, Publicis Sapient
Tom Woodnutt, founder of Feeling Mutual

Tom Woodnutt

Founder

Our purpose

We are an award-winning insight consultancy, specialising in online and mobile qualitative research. Our purpose is to help brands nurture more mutualistic relationships with people.

In nature, mutuality refers to symbiotic relationships between two species. Each one creates shared value for the other — which results in a sustainable, mutually beneficial relationship.

Mutuality requires authentic insight into what people actually need, think and feel. Digital qualitative research tools are more effective at generating insight that is valid, vivid and feeds directly into agile workflows.

Read why we are called Feeling Mutual

Let’s start a conversation

Tell us what you’re trying to understand, and we’ll tell you how we’d approach it.

Enquire now Or find us on LinkedIn