About Us

Who We Are

Idea Lodge is a specialist online qualitative and futures research partner. The focus is on helping organizations make braver, more truthful decisions about their brands, products, and policies. The team combines 20 years of qualitative research experience with deep expertise in emotional science, human psychology, and Delphi-style expert work, so you can understand not just what people say, but why they behave the way they do and what that means for the future.

What We Do

Idea Lodge designs and runs high‑quality online qualitative research that gives you clear, decision‑ready insight. This includes end‑to‑end support across recruitment, study design, moderation, online communities, Delphi futures work, and reporting.

Work centers on three flagship services:

• Delphi Futures Sprints – structured expert rounds that turn “no one really knows” questions into plausible futures and concrete actions. 

• “Why People Do What They Do” Innovation Labs – online qual and recurring panels that uncover the identity stories, tensions, and emotional drivers behind behaviour, so innovation and brand work is grounded in real human “why”. 

• Humane Online Qual Programs (MROCs & Insight Communities) – long‑term, well‑paced communities that provide ongoing access to real people without exhausting internal teams or participants. 

These flagship services are powered by custom online qualitative panels, targeted recruiting, and always‑on communities, giving you flexible ways to hear from the right people at the right times.

How We Work

Idea Lodge is fully online and intentionally nimble. Studies are designed around your questions and constraints, not around a fixed template or panel product. Work is run through modern platforms, making it simple to involve participants and experts across markets and time zones. The approach is collaborative and transparent: from scoping through to debrief, you know what is happening, why it is happening, and how each step connects back to your decisions. You can engage Idea Lodge for full‑service projects or specific parts of the process (for example, design and analysis alongside your own internal moderators).

Who We Serve

Idea Lodge works with organizations that need dependable, flexible qualitative and futures insight, including:

• CPG and brand teams making innovation, pack, and positioning decisions. 

• Associations planning the future of their sector, members, or services. 

• Government and public bodies shaping policy, programs, and long‑term strategies. 

• Research agencies, consultancies, and product or UX teams that need extra online qual and Delphi capacity. 

Whether you need support for a one‑off qualitative study, a longer‑term innovation program, or a futures project, services are designed to scale with your timelines, markets, and complexity.

Our Values

The work at Idea Lodge is guided by respect for participants, curiosity about people, and a commitment to quality in every phase of online qualitative research. These principles sit at the heart of every project:

• Humanity
  Treat every participant with respect, care, and transparency, creating research experiences that feel welcoming and trustworthy.

• Curiosity
  Look beyond the obvious to explore the context, emotions, and stories behind what people say and do.

• Integrity
  Recommend methods, designs, and timelines that genuinely support better decisions - and walk away from work that does not align with that standard.

• Insight over Noise
  Prioritize clarity over volume, focusing on findings that decision-makers can understand, share, and act on.

• Craft
  Bring care and rigor to recruiting, moderation, and analysis so every project feels well-run and delivers strong qualitative learning.

The goal is simple: when people are treated well and asked better questions, they give better answers, and your organization can make stronger, more confident decisions.