The World's Cultural Research Network
We spent decades having fun and making stuff we liked in the ad industry. Our favourite part of the process was always understanding what makes an audience tick. Something that always bothered us, was how slow our industry was to keep up with the population it communicates with.
Our worldview as marketers felt less and less complete because diverse audiences were so poorly represented - and it just felt a bit awkward to ask questions about it.
Today, our little Diversity Standards project has evolved into The World’s Cultural Research Network. Our unique, quali-quant methodology connects organisations directly to targeted communities, worldwide.
Meet the team
We're passionate about what we do and have a diverse team with lots of different lived experience, and wide range of professional expertise.
Neale Hunt
After twenty years in the Communications industry working domestically & Internationally for some of the largest global businesses, Neale set up his own creative agency in 1999, growing that into a significant creative force, winning many of the industry's creative and effectiveness awards. Neale co-founded The DSC in 2020 determined to make a postive shift in the attitudes, behaviours and outputs when reaching out to diverse communities. Jobs are seldom more fulfilling.
Fiona Kwan
Fiona has over a decade of commercial experience working in start-ups and small businesses. She got her start in finance before moving into growth and strategy consulting, where she worked to help organisations better meet the needs of their customers. She is passionate about understanding 'why' and can regularly be found snooping through datasets.
Jensen Chung
Jensen comes from an advertising and media production background with over 10 years experience in multiple industries and markets. Working with brands such as Coca-Cola, Disney Marvel and Fifa, he has experienced all aspects of ad production. He enjoys discovering new insights that can help brands grow and represent the modern audience.
Sibs Mjali
Sibs has over 10 years experience in client-side research and insights having worked historically for FMCG companies like Tudor Rose International, Ferrero, Premier Foods and baby-food start up Little Freddie. Sibs has extensive knowledge of applied market research and has delivered strategic insights for all parts of the marketing mix (innovation, shopper, category, product and brand). Human understanding is central to why Sibs loves her work! And the greater the challenge, the better :)
Darcy Wesley
Darcey is a recent graduate with a background in psychology. She is excited to embark on her first junior role at the DSC! She is passionate about research and is excited to be working for a research agency with a unique methodology that uncovers the ‘why’.
Tina Rugiwa
Tina is a senior account manager with 7+ years of experience in the creative industry. She is passionate about helping brands generate cultural and social change through insightful strategies and compelling creative work.
Rich Miles
Rich, Entrepreneur, LGBTQIA+ Advocate /Mentor & former award-winning Creative Director. After 14 years in adland Rich started forging ways to make real and effective change for his community and others. Starting off by creating the World's first Gender pronoun converter app 'The Right Pronoun' he then moved on to to co-create The DSC - a research company that unquley combined marketing and community knowledge.
What our clients say
It’s been absolutely invaluable taking these learnings into production and has made a fundamental change in how I will approach these decisions moving forward.
We are committed to genuinely reflecting in our adverts, all of the amazing communities across the UK where Co-op stores play an important role.
Working with The Diversity Standards Collective has been a valuable and positive process to help us to do that accurately from a truly authentic perspective.
THANK YOU to the Collective for the truly thought-provoking and valuable session yesterday. For or all of the sincerity and passion, for making us feel uncomfortable and showing us different perspectives, and for ultimately helping us improve our plans and behaviours, thank you.
Working with The DSC team was great. They really took the time to understand what we were hoping to uncover and why, developed a thoughtful and thorough discussion guide to help us get there, and moderated the groups beautifully.
They are a killer research agency, a combo of collaborative and insightful.
This stuff is gold dust. Thank you SO much.
The DSC has been our conscience and our rock at Lucky Generals, and you have made us better with your unique combination of support and challenge.