MEDIA RELEASE: December 22 2021: In order to address the growing client demand for cultural insight and semiotics, InSites Consulting announces the acquisition of Space Doctors, a culture-led brand consultancy. By joining forces, the agencies will build an extended and complimentary offering (strengthened by InSites Consulting’s current Culture + Trends capability) in strategic brand and business transformation.
Space Doctors, founded in 2001 by Fiona McNae, is a globally recognized expert in strategic cultural and semiotic insights for brands. The consultancy comprises an in-house expert team (located in Brighton, London & Singapore) and a global expert network (semioticians, anthropologists, ethnographers, designers…). Combined with their proprietary Collaborative Intelligence approach, which uses social and text analytics to track cultural impact for brands at scale, Space Doctors provides meaningful futures for brands and organizations such as Microsoft, P&G, PepsiCo, Reckitt, VF and Viacom.
With this latest acquisition in InSites Consulting’s buy-and-build strategy, the global agency takes a major leap in broadening its capabilities transcending consumer insight consulting to strategic brand transformation.
“With an ever-accelerating changing environment in which our global clients operate, it has never been more important to anticipate and respond to change from a strategic brand perspective. Needless to say, that COVID-19 has turned the world upside down, but the strategic agenda of global brands is also being defined by topics such as changing expectations of new consumer generations or the pressing need to act in more sustainable ways. With Space Doctors joining our ranks, we are in a stronger position to help global brands create a more sustainable future for themselves and their environment,” says Kristof De Wulf, co-founder and CEO of InSites Consulting.
Culture + Trends, originally developed by Join the Dots (acquired by InSites Consulting in July 2019), is based on a Human Drivers model, a framework rooted in positive psychology. The Culture + Trends capability is highly complementary to Space Doctors’ approach, as it combines in-house trend analysis by an awarded specialist team with the proprietary Illume Network of leading-edge consumers rooted in local cultures, relying on semiotics and social intelligence.
Following the acquisition of Space Doctors, InSites Consulting intends to build one global expert team of strategists, cultural insight specialists, design experts and marketing scientists. The newly installed team will support the global agency’s client service teams (now active in 5 regions and 18 offices) and offer a broader set of solutions to support their combined client base in building meaningful and sustainable futures for brands.
“Creating a new global strategic Brand Transformation Consultancy with InSites Consulting is a hugely exciting opportunity. We will bring our unique blend of expertise in cultural and semiotic insight, brand consultancy and creative strategy to the InSites Consulting client teams and the global office infrastructure. We will also realize exciting synergies between our insight methods and those of the talented Culture + Trends team and the Illume network of culturally creative consumers. And we will continue to place social and environmental responsibility at the heart of our work together. We are delighted to be part of this new adventure to build sustainable, meaningful and impactful futures for brands,” adds Dr. Fiona McNae, co-founder and CEO of Space Doctors.
“If companies want to be truly consumer-centric, they need to profoundly understand human behavior, meaning and cultures. Combining InSites Consulting’s primary research methods with Space Doctors’ methods and models allows drawing together ‘insight’, ‘strategy’ and ‘creative’. We all know that insight departments need to lead business strategy, innovation, brand (re)positioning and even foresighting to remain relevant. The high-end capabilities of Space Doctors will allow us to do exactly that!” concludes Prof. Dr. Niels Schillewaert, Head of Solutions at InSites Consulting.
Space Doctors is the first Certified B Corporation to join InSites Consulting; this signals the start of the global agency’s journey to place environmental and socially progressive thinking at the heart of the business.
Space Doctors will remain operating under the brand name Space Doctors (part of InSites Consulting) until further notice, representing the global agency’s new ‘transformation’ center of excellence.