Where creativity

meets humanity.

Where creativity

meets humanity.

We work at the intersection of insight and imagination, creating bold ideas that move people and markets. Every challenge is an invitation to explore, connect, and invent. Curiosity drives us. Craft defines us. Collaboration moves us forward.

Our Expertise

Insights

Revealing the truths that matter most, sparking action that shapes strategies, innovations, and markets.

Strategy

Aligning ambition with opportunity, bringing clarity to complexity, and unlocking bold moves that fuel growth.

Innovation

Imagining what’s next and making it real, building new products and platforms that fuel sustained growth.

Culinary

Transforming flavor into a growth engine, pioneering products, menus, and stories that set the pace for food culture.

Brand

Defining what brands stand for, shaping their architecture and language to anchor clarity and create cultural resonance.

Design

Turning ideas into belief through identities, experiences, and products that people can’t ignore.

Advertising

Giving brands a voice in the world, creating stories that connect deeply, spark conversation, and build cultural relevance across every channel.

Media

Connecting ideas to audiences with precision and scale, turning attention into lasting value.

Insights

Giving brands a voice in the world, creating stories that connect deeply, ignite conversation, and build cultural relevance across every channel.

Strategy

Aligning ambition with opportunity, bringing clarity to complexity, and unlocking bold moves that fuel growth.

Innovation

Aligning ambition with opportunity, bringing clarity to complexity and unlocking bold moves that fuel growth.

Culinary

Transforming flavor into a growth engine, pioneering products, menus, and stories that set the pace for food culture.

Brand

Defining what brands stand for, shaping their architecture and language to anchor clarity and create cultural resonance.

Design

Turning ideas into belief through identities, experiences, and products that people can’t ignore.

Advertising

Giving brands a voice in the world, creating stories that connect deeply, spark conversation, and build cultural relevance across every channel.

Media

Connecting ideas to audiences with precision and scale, turning attention into lasting value.

Insights

Revealing the truths that matter most, sparking action that shapes strategies, innovations, and markets.

Strategy

Aligning ambition with opportunity, bringing clarity to complexity, and unlocking bold moves that fuel growth.

Innovation

Imagining what’s next and making it real, building new products and platforms that fuel sustained growth.

Culinary

Transforming flavor into a growth engine, pioneering products, menus, and stories that set the pace for food culture.

Brand

Defining what brands stand for, shaping their architecture and language to anchor clarity and create cultural resonance.

Design

Turning ideas into belief through identities, experiences, and products that people can’t ignore.

Advertising

Giving brands a voice in the world, creating stories that connect deeply, spark conversation, and build cultural relevance across every channel.

Media

Connecting ideas to audiences with precision and scale, turning attention into lasting value.

Featured IP

HYPE PARTY™

Where insight comes alive.

A Hype Party™ brings consumers, creatives, and strategists together in sensory-rich, socially charged settings that feel more like real life than research. Blending hands-on exploration with cultural immersion, they spark unfiltered reactions and ideas you can build in the room. Through the interplay of experience and conversation, we capture truth in motion and reveal what people genuinely feel, crave, and choose. Teams leave aligned, energized, and already shaping stronger ideas.

SRG LifeDrivers®

The emotions we live by.

LifeDrivers® illuminate the values, tensions, and desires that shape how people move through the world. These forces reveal the motivations people chase and the pressures they resist. Built through SRG’s craft in ambiguity processing, pattern spotting, and cultural decoding, LifeDrivers® surface the deeper currents beneath everyday choices. They anchor how we build ideas, giving brands a more dimensional and human foundation for growth.

Augmented Consumer Intelligence

Human insight, augmented.

Augmented Consumer Intelligence blends AI-driven pattern recognition with human interpretation to reveal how people are changing in real time. It reads signals across culture, conversation, and behavior, surfacing early shifts traditional research often misses. By combining speed, scale, and cultural decoding, ACI turns fragmented inputs into a clear, evolving picture of audiences. Teams gain the foresight to spot emerging needs and build ideas that stay ahead of the world around them.

FOOD FORCES™

Where culture and cuisine collide.

Food Forces™ blend culinary expertise with cultural decoding to reveal the forces transforming how people cook, taste, gather, and explore. It examines flavor, form, function, and feeling, surfacing the sensory cues, emotional drivers, and symbolic meanings behind evolving food behaviors. These insights translate into clear, inspiring territories that guide product development and experience design people will welcome into their kitchens, rituals, and lives.

FOOD FORCES™

Where culture and cuisine collide.

Culinary Transformation

Where ideas become edible.

The Culinary Transformation Lab guides concepts through sparks, protocepts, and market-ready formulations. Early edible inspirations ignite conversation and possibility, while bench-tested protocepts refine flavor, form, and function to reveal what resonates. Gold Standard formulas translate ideas into manufacturing-feasible realities. Through tasting, iteration, and culinary craft, teams see innovation take shape in real time and leave with clarity, momentum, and recipes ready for what’s next.

Market Demand Simulator

Where potential becomes predictable.

The Market Demand Simulator combines consumer input, product performance measures, pricing expectations, and statistical modeling to estimate how new ideas may behave in the market. By uniting human reactions with modeled outcomes, the tool gives teams sharper guidance on demand and greater confidence before launch.