For us, it's all about thinking creatively to deliver results.


This may be growing a product or service by making incremental changes; taking an approach that is disruptive or unique in the category; or potentially, creating a new category entirely.


However, true innovation isn’t easy. Without the right insight and expertise, it can fail spectacularly. At PLAY, we certainly won’t let this happen.


We gather meaningful guidance on incremental and consumer-led initiatives, and we can lead your brainstorming sessions and provide consumer angles to get your creative ideas off the ground.

why PLAY with us?


We take a practical approach, by helping you create strategic platforms from which to generate innovative ideas. We do this by undertaking market understanding studies to identify white space and unrealised potential. We can also look at adjacent categories to observe other examples of success, and we can look at big picture trends, such as demographic shifts, and what this may mean for your brand.


We can facilitate roundtable co-creation sessions. We work with you to invite the most appropriate stakeholders into the room, and we carefully recruit consumers who are appropriate for the session; who are articulate, knowledgeable, forward-thinking natural promoters. This ensures we have the best minds working together to understand your needs and pain points, grounded in reality.


We can lead workshops in a playful, engaging and semi-structured way to ensure that ideas flow, but are also grounded in consumer-centric thinking. We can tailor our workshop to your needs depending on where you are at in the process, and the type of consumer lens you wish to include.

& quant

Innovation is an area where art and science meet. We ensure we have both qual and quant researchers working on all projects, as we believe that to generate the best ideas, you need consumer insight from all lenses.

make a PLAY today


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“PLAY’s no-nonsense approach and ability to quickly get to the heart of the problem makes them the perfect partner for us. They tackle the business issue methodologies that are spot on for our timeframes and budgets. Recommendations are relevant, actionable and delivered in a way that makes them extremely easy to digest.”

Ned Tesic, Head of Marketing,
Sydney Markets

“PLAY’s ability to simplify what is sometimes a complex innovation research process worked perfectly. They approached the challenge efficiently, and quickly identified how the new packaging would deliver against our brand’s KPIs, and where there were opportunities to optimise the new designs further.”

Michael Sergeant, Group Marketing Manager,
Campari Asia Pacific

"PLAY is my go-to market research agency because of their can-do attitude, their willingness to try something new, their continual strive for the best technology and products as well as their sharp, concise, insightful reporting. They are fun to work and play with."

Alison Turner, Quantitative Research Manager,

“PLAY have shown a strong understanding of research approaches, consumer brands and the FMCG categories we operate in. They have successfully turned around fast research projects as required but they have also challenged us and worked in partnership on a number of more strategic challenges.”

Mark Whitby, Regional Consumer Market Insight Manager,

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