Theory in Field

Who we are

Theory in Field is a boutique market research and insight consultancy, grounded in real-world, client-side experience.

We help teams uncover what matters, and turn that understanding into strategy and action. Our focus is sharp, our delivery is flexible, and our partnership is collaborative.

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What we do

With deep experience across teams and functions, we help translate what you want to achieve into what you need to know - and can step in as a partner, contributor, or project lead

Team support solutions

Project management

Hourly-based support

Full in-house partnership

Database mining, information synthesis, and story-telling

Business support solutions

Custom designed growth strategy tools

Agile immersions

Process development

Agency support solutions

Creative strategy support

Case study development

Ad hoc research support

Consumer and shopper understanding

Live or virtual focus groups

Asyncronous qual/qualitative boards

1:1 interviews

Shop-alongs

Ethnographies

Not sure what you need?

Book a consult with us and we will help you translate your needs and ideas into clear and actionable research projects

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Why us

Agility and
custom solutions

Our goal is to solve problems, meet needs, and provide answers in themost efficient way for you and your organization. With our vast network, diverse toolkit, and years of experience, we craft tailored solutions for any challenge.

Client-side
experience

With years of experience driving success at top-tier global CPGs, we understand the needs of our clients and deliver the insights and strategies that transform research projects into powerful organizational wins.

Dedicated
partnership

We love research – but we’re truly committed to people and positive outcomes. As a boutique consultancy, we thrive on close and committed ongoing partnerships. We’re here to support you, every step of the way.

Clients &
Collaborators

Owners & Founders

Strategy & Insights Leads

Consumer, Shopper, or Customer Insights Managers

Consumer Insights & Strategy Directors

Global Insights VPs

Strategic Marketing Professionals

Learning & Development Leaders

Innovation Strategists & Leads

Client Service VPs

Owners & Founders

Strategy & Insights Leads

Consumer, Shopper, or Customer Insights Managers

Global Insights VPs

The Insights Edit:
Featured posts

Best Practices

Field Notes

Field Notes is a short-form podcast sharing practical guidance from the world of market research and insight work. Each episode unpacks a core concept or approach to help teams navigate projects with clarity and confidence.

Cultural Insight

Menopause is a market: The untapped power of midlife women

Why speaking boldly to this quiet market is a loud opportunity

Cultural Insight

Backpacks, lockers, and brand power: Gen alpha’s cultural coming of age

Why the high school transition is a pivotal moment for brands to show up and stay relevant

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