The Good Side | About | Insight and creative ideas studio with social change at the heart

GO WHERE THE ACTION IS

We go where people are, immersing ourselves in their lives. Learning by doing.
EXPLORE THE MARGINS

We look at the nascent shoots of emergent thinking and behaviour. Exploring where culture changes.
BRING IT TO LIFE

We see people behind the question and we share their stories.
DISTILL COMPLEX IDEAS

We deconstruct complex questions by looking at all the angles to discover and tell the simple story within it.
CREATE WAYS TO CHANGE

We understand the bandwidth for change, what effective strategies require and how to inspire and shape action.

What do values really mean to people, and how do they show up in their lives and choices?

Saul Parker

Founder
How can we help young people free themselves of self-consciousness?

Liz Cheesbrough

Senior Insight Director
What is Madonna’s best album?

James Lewis

Head of production
How do we keep participants engaged throughout the research process and ensure they have a positive experience?

Adrianne Colyer

People and Projects Manager
How can we uncover what people actually do, vs. what they say they do?

Catriona Hay

Project director
How ironic is the phrase 'sleeping like a baby'?

Connie Flude

Project Director
Which films have had the biggest impact on the world?

Leva Kwestany

Senior Filmmaker
Lamis Harper

Associate Director
What film best represents your life?

Matthew Huntley

Senior Researcher
How do we get young men to reach out to their friends?

Odette Schwartz

Researcher
What did you learn from this?

Ticiana Riveiro

Administrator

We help people to understand and impact systems, society and culture. Our team blends anthropological thinking, communications expertise and media production. We work with organisations from global tech giants to one woman NGOs, from international brands to social enterprises.