Insight agency Flood + Partners launches

Founded by Vaughan Flood and Luke Cadman, the pair previously led the quantitative team at Voodoo Research. The company has now split into two new agencies – Flood + Partners, and Folk, which is focused on qualitative.

Based in Holborn, London, Flood + Partners aims to bring a qualitative approach to quantitative, with a focus on respondents' subconscious emotional reactions. Current clients include Officeworks, Dr. Martens and World Animal Protection.

Luke Cadman, partner at Flood + Partners, said: "We don’t do ‘standard’ research. Nowadays it’s easy getting data. The hard bit is finding meaning – to hear the signal above the noise, to get to the ‘why'. That’s what Flood and Partners was set up to do."