Now taking briefs

Strategic clarity
in weeks.

Human and cultural insight sprints at the speed of AI, backed by senior qualitative expertise. Delivered in weeks.

hello@sherlock-strategy.com

About

Elevated insight and strategy, underpinned by deep cultural understanding and sharp commercial nous. At the speed AI makes possible.

AI is a powerful analyst. It's a poor interviewer. We keep humans where they belong: in the conversation. Every researcher on our team has 8+ years of agency experience. They conduct every interview themselves, knowing when to push, when to sit with silence, and what the hesitation is really telling you.

What happens next is where AI changes everything. Our researchers work directly with the model, feeding in what they heard, stress-testing emerging themes, accelerating synthesis. The result isn't a data dump. It's a clear strategic point of view, shaped by genuine human understanding and delivered in three weeks.

We source consumers, creators, influencers and experts at the forefront of culture, and connect our clients to the expertise they need to power research and strategy.

The Process

A typical sprint. Brief to delivery.

Frame the question

Day 1

One kickoff call. We align on the core question, agree the participant profile, and design the discussion guide. No scope creep. This stage determines everything — the right question is half the answer.

Recruit

Days 2–5

No generic panels. We recruit specifically for your sector using LinkedIn, industry networks, and specialist recruiters. Screened, scheduled, and ready to go into Week 2.

Fieldwork

Week 2

6–10 IDIs or expert interviews, conducted by a senior researcher. Whether it's consumers, category experts, or internal stakeholders — we probe for contradictions, unspoken needs, and commercial reality. Every interview observed, not delegated.

Synthesis and delivery

Week 3

AI accelerates the synthesis. Senior strategic judgment shapes the direction. You receive The Digest: a sharp, clear document with the recommendation, the evidence behind it, and the trade-offs, plus a live debrief with your team. All participant data is confidentially held, securely stored and processed under NDA.

What you get

Not philosophy. Not a 200-slide deck. Just what moves you forward.

The Digest

Your recommendation, the evidence behind it, and the trade-offs, in one sharp, concise document. Clear enough to circulate immediately, detailed enough to align a room. Backed by a live debrief readout with your team.

Senior-led input

Every project is run by a strategist with 8+ years of agency experience. Not an AI.

Someone who was in the room, absorbed the subtext, and can translate what they heard into what you should do next.

Here's what most AI qual conversations miss.

AI can help you process what you observed. It cannot extract insight from someone else's observations that never made it into the transcript. The pause before an answer. The shift in tone. Those don't get transcribed. They get noticed — by whoever was in the room.

AI accelerates the synthesis. Human judgment shapes the direction. That distinction is everything.

Sample of work

A selection of recent projects.

Selected

FR — MARKET AUDIT

Global Fashion Brand

Local Market Intelligence — France

Consolidated existing research and primary synthesis to develop clear, specific market learnings for the French market. Not a data dump — a strategic point of view on where the brand stands and what to do about it.

EXPERT RESEARCH — FUTURES

Future of AI in Customer Service

Expert Interviews — 8 participants

Spoke to philosophers, futurists and customer service leaders to identify possible and probable futures for AI on the frontline. Built for a client navigating early automation decisions and needing clarity on where to place their bets.

The Sprint

Fixed scope. Flexible timeline.

From

£5,500

+VAT

What's included

A 1-hour consultation to advise on project design and ensure the best possible research outcome

Recruitment of the right participants for your brief

Human moderation of every interview — with AI-assisted synthesis and analysis

Sense-check of the synthesis against your objectives — interrogated for additional insight

A sharp, strategic report — crafted with the experience to make it land with your stakeholders

Recruitment fees + incentives billed at cost.

Common questions

The short answers.

Who is this not for?

Brands needing statistically significant quant validation (n=1000+). This is for qualitative strategic direction. Also not for teams who want to outsource their thinking entirely — we need your input at kickoff.

How do you choose participants?

No generic panels. We recruit specifically for your sector using LinkedIn, industry networks, and specialist agencies. If you need "CTOs of Series A Fintechs," that's exactly who we find.

What does success look like?

Clarity. You leave with conviction on the path forward, backed by evidence, allowing you to unblock your team or brief your agency with precision.

How is this different from a traditional agency?

Traditional agencies optimise for volume and billable hours. We optimise for decision compression. Senior-only delivery, fixed scope, commercial interpretation — not just transcripts and themes.

Confidentiality?

Standard NDAs signed before kickoff. We can anonymise your brand during interviews if the strategic move is sensitive.

Cancellation policy?

50% refund if cancelled before recruitment begins. No refund once interviews are scheduled — recruitment costs are sunk.

Get in touch

We welcome contact at any stage of the pipeline.

Whether it's still a glimmer in your client's eye, or a phase that needed to happen yesterday.

Info on topic, timeline and budget are welcome — but not required.

Let's talk