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Human Theory (Strategic Insight Agency)

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Human Theory is a London-based strategic insight agency founded by Andrew Webber in 2017.

Comprised of the team behind the award winning 2018 British Army campaign[1][2][3], the agency focuses on using cultural, behavioural and consumer insights to help understand people on a deeper, more human level.

Their mix of strategists and data scientists "create quant at qual scale, by layering demographic, geographic, psychographic and neurolinguistic data on top of each other, analysing millions of authentic interactions from across the web, forums, review sites and social media to understand people’s perceptions, barriers and drivers, to unearth fluid streams of insight based on real people’s attitudes".

The agency provides insight for partners across content, advertising, production, digital product and CRM, as well as provide flexible data and insight teams for agencies and companies keen to combine data and insight with creativity.


  1. "British Army "This is belonging 2018" by Karmarama". Retrieved 2018-06-04.
  2. "DMA | DMA Awards | Winner | 2017 Gold Best data strategy". dma.org.uk. Retrieved 2018-06-04.
  3. "Why the British Army changed tack with its recruitment advertising | WARC". www.warc.com. Retrieved 2018-06-04.

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