• There are no suggestions because the search field is empty.

How an online research community helped OMD stay culturally connected

Published 28 Apr 2021 1 minute read

Select Parent
Select Child

How does one of the world’s most successful media agencies stay ahead of the competition and stay culturally connected with Britain’s complex and multi-faceted consumers? That’s the challenge faced by OMD UK, part of the Omnicom Group, as they sought a way to enhance the way they collect feedback and insight from consumers across the UK at the speed of light.

Our solution

Your Voice is OMD UK’s proprietary online community, hosted on Further’s research community app, Together. It enables OMD UK’s research team talk
to real Britons every day about their lives, their motivations and the brands they love, ensuring that insight is at the heart of everything OMD UK do for the leading consumer brands they work for.

As the world’s leading research community partner, Further is dedicated to designing research technology that leverages innovative features and behaviours that drive up engagement and arm the researcher with a wide range of tools that elicit the conscious and unconscious thoughts of consumers. These include in-the-moment multimedia, concept testing and analytical tools.

Within the Your Voice community, OMD UK’s research and community management team conduct regular testing of communication campaigns (using heat mapping technology), conduct customer journey research to understand decision-making, and explore product categories for their clients including Disney, Hasbro and Eurotunnel.

The results

The Your Voice community has firmly positioned OMD UK as more innovative responsive, connected and consumer-centred than their competitors. It has enabled them to win more pitches and unearth game-changing consumer insight that optimises how they spend their clients’ media spend.

How does one of the world’s most successful media agencies stay ahead of the competition and How does one of the world’s most successful media agencies stay ahead of the competition and How does one of the world’s most successful media agencies stay ahead of the competition and How does one of the world’s most successful media agencies stay ahead of the competition and

  What is great about Your Voice is that we are able to align our members by their interests, point of views, purchase and decision making behaviours.

For example, we have been able to quickly categorise recent Christmas shopping behaviours to determine a number of key groups including ‘The Christmas Enthusiast’, ‘The Planner’ and ‘The Bargain Hunter’. This has allowed us to develop hypotheses about the consumer journey around Christmas time. We’ll use this to inform our communications planning for our clients next year, ensuring that our campaigns hit the relevant audiences at the right time.

Yours to keep


Discover our platform and services


The insight platform for online qual, research communities, digital diaries, ethnography and more.

Services & Support

A range of expert research services and resources to help you deliver your projects with ease, speed and reach.


Human insight with impact; leveraging our academic and industry experts to uncover insight, create impact and make confident decisions.

Palmolive Colgate

The engagement with the online community in China has been phenomenal. Our online activities and a product trial have been executed flawlessly.

We helped Colgate Palmolive better understand people’s experience of using skincare products in Asian markets


Working with Further was a refreshing and eye-opening experience…...the qualityof their output which was excellent.

We helped Unicef generate insights to support the development of a mass market, sustainable fundraising product.

Zwift image

Strategically, Further’s insights provided clear and directional answers that will guide us through our next phase of growth

We helped Zwift understand users and non-users needs and wants so they could prioritise their innovation pipeline


We frequently work with Further to explore our target audiences’ mindset on a wide range of complex (and often controversial) social and political issues.”

We help opinion research consultancy Goodwin Simon understand the attitudes and pinions of the US public faster and better than they previously did.

Linkedin image

With Further’s support, we developed a deep understanding of employees’ needs in order to create more effective and compelling L&D solutions

We helped LinkedIn engage with their employees to discover, create, evolve and iterate new Learning and Development solutions.


We were amazed at the level of insight we achieved in just a week. Further opened our eyes to new ways of researching and understanding our staff

We helped Conde Nast International define a new global mission and vision statement


Further really understood the brief and were extremely proactive. We are now very confident that we’re taking the right products and proposition to market.

We helped this insuretech startup tailor their customer value proposition for the UK market ahead of a planned launch


Further's expert team pushed us to clarify our assumptions and to think harder about how to communicate the value of our products and services.

We helped Keyhouse enter a new market and understand what target users of their case management software needed and how to position their offer

What next?

Browse our site, download our resources, request a demo of our platform or speak to one of our experts

Browse our work
Contact Us