Studies
Every study begins with a question and ends with a picture of the mind behind it.
A selection of recent work. Client details remain confidential; the essays describe what we found and why it mattered.
Banking · 2024
Brand Strategy · Metaphor Mapping
The hidden architecture of financial trust
How a national bank rebuilt its brand promise around the metaphor of an 'illuminated corridor' — and what that revealed about a generation's anxiety around money.
FMCG · 2023
Category Insight · Ethnography
The household ritual that outlived its category
A forty-year morning routine was disappearing on paper and thriving in life. Reading the metaphors of habit, memory, and household care.
Mobility · 2024
Audience Study · Brand Positioning
Speed as belonging, not escape
What young drivers actually picture when they imagine a road. The unconscious geography of movement in a city that doesn't move.
Culture · 2025
Cultural Insight · Strategic Ground
What Turkish consumers mean by 'home'
A national-scale metaphor map of the language's most loaded word. Five regions, five distinct architectures of belonging.
Retail · 2023
Shopper Insight · Innovation Brief
The shelf as a stage for identity
Purchase decisions in a cosmetics aisle are rehearsals for a 'self' the shopper hasn't yet introduced to the world.
Technology · 2024
Product Research · UX Strategy
Why people don't trust recommendations
An algorithmic product worked. Users didn't like it. The unconscious metaphor: 'someone is reading my diary.'