Headquartered in Amsterdam and London, Øutlier combines cultural insight – including ethnography, foresight, quant and semiotics – with creativity and storytelling.

The agency’s work encompasses cultural and audience insight, brand positioning and purpose, innovation and concept testing, comms development, and cultural foresight.

Its approach will include bringing projects to life using films, documentaries, editorial and other immersive delivery formats.

According to the company, it has emerged from a ‘frustration’ with what it called ‘the – sometimes – bureaucratic market research industry’.

Founder and managing director Zeelen, formerly Emea managing director at Crowd DNA (pictured), said: “Too much market research has become the problem, not the solution. It’s churning out average data, about average people, for average brands. Øutlier exists to go beyond the ‘meh’, and push brands into braver, more culturally resonant places.

“We’re a crew of researchers/strategists who all have a very strong creative muscle as well. I’m also an illustrator, for example. We’ve got a DJ/producer, someone in dance events, a part-time chef, photographer, and film editor – but all are researchers first and foremost. We think the best research comes from combining both the rational and creative sides of the brain to tell stories in ways that really stop clients in their tracks.”

Øutlier is currently working with clients in the fashion, tech, consumer goods and media sectors.