Ember aims to partner with clients as a strategic partner, working across integrated research, cultural strategy, ethnography, semiotics, foresight and synthesis. The company currently has clients in the global streaming, technology and consumer goods sectors.

Elsaesser (pictured right) is based in Santa Cruz de la Palma, Spain, and spent the past five years as head of consumer insights at Netflix in Berlin, where she led research to support content strategy across the Europe, Middle East and Africa region.

Hamel-Akré (pictured left) is located near Paris and is a cultural theorist, previously working at Gemic and Lovebrands Paris, where her work spanned industries like automotive, beauty, fast-moving consumer goods, tech, health and education. She has authored the book The Art of Not Eating: The Secret History of Diet Culture.

The two researchers previously worked together as client and consultant on a study on the future of romance.

Elsaesser said: “AI is changing what clients actually need from a research agency. The transactional project model is becoming less relevant. Clients want a genuine thinking partner, someone who helps them frame the question, not just answer it.

“On the client side, I often felt the frustration of not knowing whose thinking you were really buying. I didn't always want to commission projects; I wanted particular people’s brains on a problem. And I wanted to be able to count on their support more transparently and fluidly; let’s look at the data together and collaboratively shape where things are going over various interactions. Not just debrief and done.”

Hamel-Akre said: “I value truly collaborative ways of working with clients more than most in our industry are used to. My many years in academia have taught me that ideas need to stand the test of time, and of course, debate.

“While often researchers find that scary to do, I find that sharing the mechanisms and the rhetoric of research helps clients master the strategies we provide. When they feel more ownership, clients are able to navigate their organisation’s internal politics more successfully.”