About Human8
Born from the fusion of 10 like-minded companies, what unites us all is a passion for human understanding.
Born from the fusion of 10 like-minded companies, united by a shared belief in human understanding.
Today, InSites Consulting, Direction First, Columinate, Eyeka, Join the Dots, ABN Impact, Answer, Space Doctors, Gongos and Happy Thinking People operate as one: Human8, a collective of award-winning experts in consumer insight, culture and trends.
What we do is reflected in our name
Human: people are at the centre of everything we do.
8: a symbol of iteration and holistic understanding.
Humanate [verb]: human understanding that sparks big ideas and bold strategies across branding, innovation and experience.
Human understanding, the competitive edge in a fast-paced AI driven world
What is relevant today, might become abundant tomorrow. Brands need to have a continuous finger on the pulse. AI is transforming marketing, but without human understanding, it’s making every brand look the same.
Understanding the things people don’t say out loud: the gap between what they say and what they do, the community dynamics that shape their choices, the motivations that no algorithmn can surface.
Culture shapes values, behaviours and expectations. But culture shifts fast, breaks patterns, and never moves in straight lines. These are things that can’t be modelled.
To turn understanding into action, you need to feel what your consumer feels. Not just know what they do. That closeness is what makes strategy move.
We believe brand growth starts with people, who are part of communities and shaped by culture
A deeper understanding of motivations driving both individual choices and community dynamics
Decoding the cultural shifts that shape behaviour, values and norms.
Closeness and empathy turn understanding into impact and growth
The human spark is the fuel that ignites big ideas and bold strategies:
Human insight reveals what’s hidden. Cultural fluency reads what’s shifting. Consumer closeness turns both into action.
Alone, each tells part of the story. Combined they are the Human spark, giving brands the full picture and confidence to act on it.
We turn understanding into big ideas and bold strategies
We blend human-to-human collaboration with AI to frame the right problems, focus on what matters most and turn insight into action.
See beyond the here and 'now'
Framing the problem is half the solution. We always start by blending data, trends and AI-driven insights to uncover knowledge gaps and spot hidden opportunities.
Understand what will 'wow'
Our AI-powered insight communities, creative crowdsourcing and co-creation workshops help unlock fresh perspectives on your consumers, brand and category.
Co-create the 'how'
We then work with you and your agencies to turn insights into action – from consumer closeness programmes and brand strategy to new product concepts, prototypes and marketing communications.
Award winning work
Certifications
FAQs
Where does the name Human8 come from?
The name Human8 can be broken into three parts:
Human: people are at the centre of everything Human8 does.
8: a symbol of iteration and holistic understanding.
Humanate [verb]: human understanding that sparks big ideas and bold strategies across branding, innovation & experience.
When did Human8 start?
Human8 was formed in 2023 from 10 likeminded global agencies with over 25 years experience in market research, cultural strategy and insights.
Which agencies are behind Human8?
Human8 is a blend of InSites Consulting, Direction First, Join the Dots, ABN Impact, Columinate, Eyeka, Answer, Space Doctors, Gongos and Happy Thinking People.
What is the unique approach Human8 offers?
Human8 blends human-to-human collaboration with AI to frame the right problems, focus on what matters most, and turn insight into action. Their approach is guided by the ‘Now-Wow-How’ model which uses data, trends and insight to uncover knowledge gaps and opportunities, then taps into online communities, creative crowdsourcing and co-creation with consumers to unlock fresh perspectives, before working with the client to turn the research into action.
What is the Human spark?
The Human spark is a blend of strong human insight, cultural understanding and consumer empathy, the Human Spark is deep human understanding – the competitive edge in an AI-driven world.