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    Qualitative insight that drives audiences to charities and culture

  • What makes Curiouser different?

    Specialist research delivered with warmth and a clear point of view

    Why do your supporters really value your charity? What stories should you be telling in your new exhibition or gallery? How do you build engagement around challenging subjects like climate change or child poverty? What should you be doing today to attract new audiences tomorrow?


    If you need answers to the questions that will shape the future of your organisation, Curiouser is here to help.


    Led by Alice Fenyoe, we're the qualitative insight consultancy for charities and the cultural sector.

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  • Happy clients

    Here's a selection

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  • Success stories

    What we've been up to recently

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    Discovering the modern meaning of Christmas

    Christmas is a key calendar moment for all charities to raise money. Save the Children wanted to maximise this opportunity by delivering communications and products that were engaging and relevant in the context of a modern Christmas. But what does Christmas mean to children and adults in the 2020s?


    Working with Dr Nick Gadsby of The Answer, we delivered integrated audience insight through semiotics and qualitative research. We utilised findings for a creative workshop with a Save the Children team to embed audience insight and stimulate new messaging and product ideas.

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    How to tell stories about climate change

    The Science Museum are developing a series of exhibitions about climate change. The first focused on the technologies being developed to enable carbon capture. But how to engage and inform Science Museum audiences about quite complex science and technology?


    Conducting group discussions, we explored how to make carbon cycle technologies engaging. And we identified knowledge gaps and misunderstandings about climate change. Our fun Carbon Pub Quiz meant there was no shame in having forgotten secondary school science lessons! The Science Museum used our audience insight to develop the exhibition plan and curation.

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    What makes WaterAid's supporters tick?

    WaterAid wanted to update their brand drivers. They were particularly interested in exploring their supporters' subconscious motivations.


    Collaborating with a team of experts, we used a mixed method of semiotics, ethnography, in-home interviews, discussion boards and online surveys to explore audience motivations from all angles. This led to identifying underlying drivers to support for each of WaterAid’s target audience segments. These drivers are now built into every communications plan and creative brief.

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    Developing Ottolenghi's brand

    Yotam Ottlolenghi has a passionate and loyal audience who buy his cookery books. But what aspects of the brand are sacred to them? And what could be stretched to engage new audiences? Ottolenghi's publisher, Penguin Random House, asked us to find out.


    Through group discussions and fan collages, we identified what’s at the heart of the Ottolenghi brand and therefore which elements must be included in any brand development. From there, we devised a brand key that's now used as a reference tool in the creation of all new Ottolenghi books.

  • Warm words

    What our clients say

    Alex Tyrell, Assistant Director, Exhibitions, Interpretation & Design

    Imperial War Museums

    "Alice's insight, positivity and knowledge have produced great results on the projects she has completed for IWM. Alice was able to get buy-in from a range of internal stakeholders and her credibility and sensitive approach enabled an outcome that set a clear direction for us. She’s also incredibly nice to work with and excellent at communicating with multiple colleagues. I look forward to working with Alice again soon."

    Ameline Jean, Head of Insight

    Save the Children​

    "Working with Curiouser on several projects is combining the strength of research and consultancy all together. Alice provides an incredible level of support on the most strategic challenges. She's a highly valued partner for us at Save The Children, like an extension of our team!"



    Mark Phillips, Director

    Bluefrog Fundraising

    "I’m pretty fussy about who I trust with Bluefrog’s qualitative research. Alice is one of the few external researchers that I’m happy to place work with. She’s absolutely great. She builds an easy rapport with donors, digs deep to uncover their motivations and delivers great insight in easily digestible presentations."



    Marie Hobson, Audience Research & Insight Manager

    Natural History Museum

    "What’s fantastic about working with Alice is being able to talk through and develop research briefs. I can lean on her as a sounding board, making sure that we really do get everything we need out of our projects. That’s of particular value in these straightened times where budgets are tight, and projects are sometimes smaller than we’d like."


  • Get in touch

    If you'd like to discuss a research project or find out more about how we can help you, email Alice at alice@curiouser.me.uk. You can also call on 07733 407 916 or 020 8695 5197.

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