Behavioural Insights

Kindling help you develop great ideas by rooting response in real-world behaviour. We lead the way in using social media to identify, explore and understand the raw, unfiltered behaviours that underpin the development of relevant, compelling and effective ideas.

Intuitive Response

We are dedicated to creating research environments in which participants are better able to reveal their instinctive, emotional response to ideas.


Kindling have developed a proprietary analytical framework called The Wonder Wheel.
The purpose of The Wonder Wheel is to highlight the biases and distortions that define response, enabling you to develop ideas that work in the real, rather than imagined, world.


We pride ourselves on our capacity to engage participants who wouldn’t normally consider taking part in research, from ethnic audiences to older respondents and from lower SEGs to highly educated, affluent professionals.


Kindling is your ideal partner for both simple and complex projects. We work across international markets, can easily accommodate a broad range of audiences and encourage the exploration of multiple types of stimulus.

Thought Leaders and Award Winners

Whether it be the best-presented paper at the MRS Conference, our award-winning work on Obesity for Cancer Research UK or being invited by the Cabinet Office to discuss the value of using WhatsApp in social research, Kindling lead the way in researching ideas designed to challenge the status quo.