People Research

People Research is a qualitative research agency in Copenhagen, founded in 2008, where qualitative excellence meets sharp marketing thinking. We look past what people say to what they mean: what they want, what they crave, what they fear, and the cultural tensions that shape their choices. We translate that human and market understanding into meaningful brand opportunities. For us, an insight is only valuable when it becomes a strong opportunity for the brand, whether in product, position or execution.

We are not tied to one method: we use whichever qualitative approach best answers the question, from focus groups and in-depth interviews to workshops and in-home visits.

Our work ranges from brand strategy and positioning to product development. Brand positioning is our greatest strength and passion, and we work with it in two parts: identifying, understanding and refining a potential brand position, and then exploring, finding and developing ways to bring that position to life by turning it into clear, differentiating and strongly appealing brand actions.

We have particular experience in healthcare, with research in most treatment areas among specialists, KOLs, GPs, nurses, scientists, patients and relatives. Denmark is our home market, and we have a strong track record of substantial fieldwork in over 20 countries. We work in Danish and English.

Clients include H&M, Carlsberg, Widex, DSB, Siemens, VELUX, LEGO, Arla, TV 2, IKEA, LEO Pharma, Chr. Hansen (Novonesis), Spier Wines, Falck, Danske Bank, Sundhedsstyrelsen (the Danish Health Authority) and SOS Children's Villages.

The agency is led by Adam Stasiak, a senior moderator with 20 years in qualitative research who has moderated over 800 focus groups and is an external lecturer at Copenhagen Business School. Alongside People Research, he has worked on projects as a strategic planner at McCann Worldgroup, where he strategically led teams that won an Effie Gold (2022) and Effie Silver and Bronze (2021).