About us!
About us!
About us!
We help organisations, commercial and government, find reliable answers to their most pressing questions through custom research.
We help organisations, commercial and government, find reliable answers to their most pressing questions through custom research.
We help organisations, commercial and government, find reliable answers to their most pressing questions through custom research.
Ground Truth exists for this reason.
We are a resourceful and tenacious research agency skilled in uncovering consumer and citizen insights in a complex world.
Our goal is to run each and every project in a way that authentically engages its subjects (research participants) to produce the freshest insights possible.
We do this by taking great care in who we invite to participate in research, thinking of interesting ways to engage and then delivering our findings in a way that inspires our clients to act.
We work according
to our three Bs values
1
Be respectful
For the clients, suppliers and research participants we engage with. This means paying people fairly and on time, being good to work with and reasonable if things get tricky.
2
Be resourceful
Where there’s a will, there’s a way. We strive to overcome project challenges and constraints with creativity and problem solving.
3
Be sustainable
Steady business growth with the occasional pause for reflection to explore new ideas and improve our practice. We don’t want to burn ourselves out! Wherever we can, we limit our impact on the environment.
We are
methodology agnostic
We are methodology agnostic
which means we’ll consider the full suite of research tools before designing a methodology bespoke to your needs.
We are experts in
finding research participants
that don't typically answer surveys - be they CEOs or motor sports enthusiasts.
We are powered
by AI tools
We are powered by AI tools
We now conduct qualitative research with literally hundreds of people simultaneously using autonomous moderation and video.
And we deliver
creative insight
Hours upon hours of quiet, diligent research has been lost to the boredom of a Powerpoint presentation. We work with video, photography and workshop formats to make our findings memorable.
Meet
our Team
Helen Osborne
Founder & Director
Helen is a qualitative researcher with over 17 years’ experience. She has conducted research projects in over 15 countries and has interviewed thousands of people in the name of market research.
Helen started her career in London in 2008 with Kantar, before setting up her own practice in Australia in 2015.
Some of her major clients have included Vodafone, Sony PlayStation and the Ford Motor Company. She is particularly enthusiastic about the energy transition and all things ‘electrification’ and undertaking project work in this fast-blossoming area.
In 2014-2015, Helen took a break from market research to embark on an 18 month adventure working as a photojournalist in Georgia, Armenia and Iran.
Her creativity, voracious curiosity and resourcefulness make her a natural researcher.
She has a BA in Economics from the University of Melbourne and an Advanced Certificate in social and market research practice from the Market
Helen Osborne
Founder & Director
Helen is a qualitative researcher with over 17 years’ experience. She has conducted research projects in over 15 countries and has interviewed thousands of people in the name of market research.
Helen started her career in London in 2008 with Kantar, before setting up her own practice in Australia in 2015.
Some of her major clients have included Vodafone, Sony PlayStation and the Ford Motor Company. She is particularly enthusiastic about the energy transition and all things ‘electrification’ and undertaking project work in this fast-blossoming area.
In 2014-2015, Helen took a break from market research to embark on an 18 month adventure working as a photojournalist in Georgia, Armenia and Iran.
Her creativity, voracious curiosity and resourcefulness make her a natural researcher.
She has a BA in Economics from the University of Melbourne and an Advanced Certificate in social and market research practice from the Market
Helen Osborne
Founder & Director
Helen is a qualitative researcher with over 17 years’ experience. She has conducted research projects in over 15 countries and has interviewed thousands of people in the name of market research.
Helen started her career in London in 2008 with Kantar, before setting up her own practice in Australia in 2015.
Some of her major clients have included Vodafone, Sony PlayStation and the Ford Motor Company. She is particularly enthusiastic about the energy transition and all things ‘electrification’ and undertaking project work in this fast-blossoming area.
In 2014-2015, Helen took a break from market research to embark on an 18 month adventure working as a photojournalist in Georgia, Armenia and Iran.
Her creativity, voracious curiosity and resourcefulness make her a natural researcher.
She has a BA in Economics from the University of Melbourne and an Advanced Certificate in social and market research practice from the Market
Helen Osborne
Founder & Director
Helen is a qualitative researcher with over 17 years’ experience. She has conducted research projects in over 15 countries and has interviewed thousands of people in the name of market research.
Helen started her career in London in 2008 with Kantar, before setting up her own practice in Australia in 2015.
Some of her major clients have included Vodafone, Sony PlayStation and the Ford Motor Company. She is particularly enthusiastic about the energy transition and all things ‘electrification’ and undertaking project work in this fast-blossoming area.
In 2014-2015, Helen took a break from market research to embark on an 18 month adventure working as a photojournalist in Georgia, Armenia and Iran.
Her creativity, voracious curiosity and resourcefulness make her a natural researcher.
She has a BA in Economics from the University of Melbourne and an Advanced Certificate in social and market research practice from the Market
Duncan Rusby
Quantitative Partner
Duncan is a quantitative research specialist with more than 20 years experience working both agency- and client-side, in the UK and Australia. Duncan is the founding director of Sagacity Research, Ground Truth’s go-to partner for all things quant.
After graduating with an MA in Applied Social & Market Research, Duncan worked primarily in the services sector, including financial services, telcos and utilities.
Since founding Sagacity in 2017, Duncan’s ethos has always been to stick to what you are good at. This is why he regularly joins forces with Ground Truth for those projects which require qualitative as well as quantitative research.
Duncan Rusby
Quantitative Partner
Duncan is a quantitative research specialist with more than 20 years experience working both agency- and client-side, in the UK and Australia. Duncan is the founding director of Sagacity Research, Ground Truth’s go-to partner for all things quant.
After graduating with an MA in Applied Social & Market Research, Duncan worked primarily in the services sector, including financial services, telcos and utilities.
Since founding Sagacity in 2017, Duncan’s ethos has always been to stick to what you are good at. This is why he regularly joins forces with Ground Truth for those projects which require qualitative as well as quantitative research.
Duncan Rusby
Quantitative Partner
Duncan is a quantitative research specialist with more than 20 years experience working both agency- and client-side, in the UK and Australia. Duncan is the founding director of Sagacity Research, Ground Truth’s go-to partner for all things quant.
After graduating with an MA in Applied Social & Market Research, Duncan worked primarily in the services sector, including financial services, telcos and utilities.
Since founding Sagacity in 2017, Duncan’s ethos has always been to stick to what you are good at. This is why he regularly joins forces with Ground Truth for those projects which require qualitative as well as quantitative research.
Caryn Holzman
Qualitative Researcher
Caryn started her research career in 2005 and since then has developed extensive experience working on qualitative research projects for brands like AGL, Toyota, Qantas, Mars and Revlon.
Her experience extends across focus group moderation, depth interviews, car-clinic facilitation, shop-alongs, online communities, ideation workshops and ethnographic studies.
She holds a BA (Honours) Leisure Management from the University of Technology, Sydney. She’s also a mum of three and enjoys reading when she gets a rare quiet moment.
Caryn Holzman
Qualitative Researcher
Caryn started her research career in 2005 and since then has developed extensive experience working on qualitative research projects for brands like AGL, Toyota, Qantas, Mars and Revlon.
Her experience extends across focus group moderation, depth interviews, car-clinic facilitation, shop-alongs, online communities, ideation workshops and ethnographic studies.
She holds a BA (Honours) Leisure Management from the University of Technology, Sydney. She’s also a mum of three and enjoys reading when she gets a rare quiet moment.
Caryn Holzman
Qualitative Researcher
Caryn started her research career in 2005 and since then has developed extensive experience working on qualitative research projects for brands like AGL, Toyota, Qantas, Mars and Revlon.
Her experience extends across focus group moderation, depth interviews, car-clinic facilitation, shop-alongs, online communities, ideation workshops and ethnographic studies.
She holds a BA (Honours) Leisure Management from the University of Technology, Sydney. She’s also a mum of three and enjoys reading when she gets a rare quiet moment.
Phil Booth
Qualitative Researcher
With over 20 years’ experience and many thousands of groups moderated in that time, you could call Phil a ‘veteran’ researcher – oodles of experience and not yet a relic.
Educated to a Doctoral level in neuroscience, he has degrees from King’s College London, The Institute of Psychiatry, and the University of Oxford.
Phil has worked in both research agencies and advertising agencies across both research and creative planning functions. Throughout, he has learned a lighthearted and fun approach (topic permitting of course!) in his dealings with client, agency and consumer which seems to work best.
Phil Booth
Qualitative Researcher
With over 20 years’ experience and many thousands of groups moderated in that time, you could call Phil a ‘veteran’ researcher – oodles of experience and not yet a relic.
Educated to a Doctoral level in neuroscience, he has degrees from King’s College London, The Institute of Psychiatry, and the University of Oxford.
Phil has worked in both research agencies and advertising agencies across both research and creative planning functions. Throughout, he has learned a lighthearted and fun approach (topic permitting of course!) in his dealings with client, agency and consumer which seems to work best.
Phil Booth
Qualitative Researcher
With over 20 years’ experience and many thousands of groups moderated in that time, you could call Phil a ‘veteran’ researcher – oodles of experience and not yet a relic.
Educated to a Doctoral level in neuroscience, he has degrees from King’s College London, The Institute of Psychiatry, and the University of Oxford.
Phil has worked in both research agencies and advertising agencies across both research and creative planning functions. Throughout, he has learned a lighthearted and fun approach (topic permitting of course!) in his dealings with client, agency and consumer which seems to work best.
Proud member of The Research Society
T/A Ground Truth Research
Registered company name Habitus Insight Pty
ABN18657254950
ACN657254950
Level 1, 242 Victoria St
Brunswick VIC 3056
Australia
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Acknowledgment of Country
We acknowledge the Wurundjeri people of the Kulin Nation as the Traditional Custodians of the Country where we work. We pay our respects to their Elders and to all First Nations people past, present and future.
Colophon
Proud member of The Research Society
T/A Ground Truth Research
Registered company name Habitus Insight Pty
ABN18657254950
ACN657254950
Level 1, 242 Victoria St
Brunswick VIC 3056
Australia
Subscribe to our newsletter
Get the latest research insights
Acknowledgment of Country
We acknowledge the Wurundjeri people of the Kulin Nation as the Traditional Custodians of the Country where we work. We pay our respects to their Elders and to all First Nations people past, present and future.
Colophon
Proud member of The Research Society
T/A Ground Truth Research
Registered company name Habitus Insight Pty
ABN18657254950
ACN657254950
Level 1, 242 Victoria St
Brunswick VIC 3056
Australia
Subscribe to our newsletter
Get the latest research insights
Acknowledgment of Country
We acknowledge the Wurundjeri people of the Kulin Nation as the Traditional Custodians of the Country where we work. We pay our respects to their Elders and to all First Nations people past, present and future.
Colophon