We’re an Australian market research & cultural insights agency interested in people’s truths and what they mean for brands. 

ground truth (noun) - information acquired by direct observation rather than by inference
 
 

We distinguish ourselves in the market by looking for information in places others don’t think to look. With the help of ethnography, film, and new tech, our insights are fresh and vivid because they are completely grounded in lived experience.

 

 Recent Insights

Featured
What do Australian women think about the distribution of domestic labour?
What do Australian women think about the distribution of domestic labour?

This month we spoke to five women about their experiences of the distribution of domestic labour. The research is in: the situation needs improving. Perhaps Australian women should strike as their Icelandic counterparts did in 1975.

Three lessons from the history of market research
Three lessons from the history of market research

This month we take a look at three fascinating and productive moments in the history of market research! From the invention of Baileys Irish Cream, to when Sylvia Ashby met Ernest Dichter, to the catastrophe of New Coke... there’s a moral to each story – a lesson still relevant to market researchers today.

How we love and hate Christmas
How we love and hate Christmas

‘Tis the season, but tis it a time to be jolly? This November Ground Truth decided to speak to some people to find out how they feel about Christmas. As it happened, our interviewees shared a notable love-hate relationship with the date. In this piece we unpack such holiday ambivalence and recommend that, paradoxically, we experiment with tradition.

Australians intend to keep travelling despite cost of living
Australians intend to keep travelling despite cost of living

Ground Truth & July are proud to share our State of the Nation travel report which explores the travel intentions of Australians this season as cost-of-living pressures mount. The survey engaged a nationally representative sample of over 1000 Australians in mid-August.

Are marketers guilty of ‘FOMO’: a ‘Fear of Marketing Older’?
Are marketers guilty of ‘FOMO’: a ‘Fear of Marketing Older’?

This week we consider if Australian marketers still suffer from a ‘Fear Of Marketing Older’, despite the significant consumer power of those aged 55+

How young people are surviving the ‘cost-of-living crisis’: From petty theft to the broken promises of the gig economy
How young people are surviving the ‘cost-of-living crisis’: From petty theft to the broken promises of the gig economy

A recent report from Commbank iQ singles out 25-29’s as the most affected by cost-of-living pressures. We ran a focus group with six young people to understand why.

Our Services

  • Qualitative Research

    Through methods including focus groups and depth interviews, we have conversations with the right people to understand behaviour, attitudes and true motivations.

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  • Quantitative Research

    Our analytics and data science team do robust statistical analysis to complement qualitative research, or as standalone research.

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  • Ethnography

    Actions speak louder than words. We immerse ourselves in people’s worlds by observing them as they get on with their daily lives.

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Some of the incredible businesses
we have worked with…

What people are saying

 

“Passionate. Curious. Invested. Three words we would use to describe Helen and her team.”

— Rebecca Adam & Cameron Menzies, Beca

 

“Thoroughly recommending Helen and her team’s work after she delivered a high-profile piece of customer research for our business. The research addressed the digitisation of auto and industrial asset sales, a topic which she fully immersed herself in. The quality of her insights delivery and working style was very much valued in the business.”

— Simon Meyrick

Chief Digital Officer, Pickles Auctions

“Passionate. Curious. Invested. Three words we would use to describe Helen and her team. They care deeply about delivering insightful research outcomes that help us make more informed business decisions.”

— Rebecca Adam & Cameron Menzies

Brand & Storytelling Lead and General Manager for Clients & Markets, Beca Engineering

“Helen and the entire Ground Truth team is always a pleasure to work with, most recently playing an important role in an ongoing high-profile, multi-market global research study. They embody partnership, are highly collaborative, and generate thoughtful insights. Our US-based team has heavily relied on Ground Truth to bring a local market point of view, and we have not been disappointed! We look forward to future projects together.”

— Amanda Delzer

Vice President, Psyma USA

We would love to work with you

We service clients Australia-wide and internationally, conducting research in Melbourne, Sydney and beyond.