Kindred is an independent qualitative insight consultancy dedicated to solving client challenges by unlocking human truths.

Kindred exists to provide research that doesn’t just answer questions, but sparks ideas, builds understanding and fuels action.

Whether it is helping your team get to know your customers, shape brilliant new products, refine propositions, or navigate new markets; Kindred is committed to helping helping you cut through the noise and make decisions with confidence.

Founded by Dominique Peters

I am a qualitative research consultant with almost 20 years of experience, and an enduring love for understanding people and their lives.

I set up Kindred because I wanted to drive real impact for my clients through people-first, strategic research that is rooted in real-world understanding.

Before founding Kindred, I worked in market research agencies and insight consultancies. Most recently in the Life & Style practice at 2CV, spearheading global research projects and building long-term relationships with brilliant clients, including Costa, Greene King, Square Enix, and Coca-Cola.

My career has been spent diving head-first into people’s worlds to uncover what makes them tick, and turning those insights into brilliant ideas that shape brands, products, and experiences. Some of my highlights include:

  • Speaking to amazing people including video game super-fans and lovers of the great outdoors, footballers and beauty bloggers, bartenders and restaurant crews, mums and dads, grandparents, teenagers and retirees, and everything in between.

  • Visiting people in their homes, chatting to people in pubs and in ice-cream parlors, and spending weeks getting to know people via mobile ethnography - deep-diving the minutiae of their lives and the things they love.

  • Bringing segments to life and helping clients fall in love with them, exploring new categories and expanding portfolios, working with clients to activate their demand spaces and supporting the development of amazing innovations that reached new audiences.

  • Helping to inform the development and launch of brilliant products and services - from new festive coffee ranges, to award winning video games, through to boutique hotels.

  • Running projects in dozens of countries - uncovering cultural nuances and launching brands and products in Japan (see photo), China, Germany, Belgium, Italy, Norway, Spain, The Netherlands, Sweden, KSA, UAE, Kuwait, Mexico and the USA. And across the UK from Rottingdean to Glasgow, and everywhere in between.

What I do:

I leverage a tried and tested qualitative toolkit

I use a toolkit of face-to-face and digital qualitative techniques spanning both traditional, more immersive and AI approaches to help us go deeper. I take the right tools and combine them with thoughtful research design to get closer to people and their lives. I love having real, honest conversations with consumers, enabled by highly skilled moderation, to understand what people really need and want.

Consultancy ~ Focus Groups ~ Depth Interviews ~ Moderation ~ Co-creation ~ Workshop Facilitation ~ Online Communities ~ Ethnography ~ Mobile Ethnos

I have cross-sector experience

I have experience across many sectors including gaming, beauty, fashion, home, ESG, finance, sport, automotive and technology. As well as this breadth, I have a particular passion (plus deep sector experience and category knowledge) for food & drink, FMCG, retail and hospitality.

I am flexible, adaptable and responsive

Being independent allows me to focus all my attention on my clients and work flexibly and responsively. I bring passion and enthusiasm to each and every project. I can adapt projects to suit your needs - whether it's comprehensive exploration for deeper insights or agile, rapid-turnaround research to tackle urgent challenges, Kindred has got you covered! Kindred is well connected to other talented independent consultants which means we can take on even large projects with ease.

I offer a global perspective

As well as decades of UK experience, I have conducted research in over 30 countries around the world. With a trusted network of research partners and suppliers across the world, Kindred’s mission is to uncover cultural nuances and bring a truly global point of view.

What I bring:

A desire to work like part of your team

I do this through deep knowledge of your sector and your business, shared understanding and open discussion. Our goal is to ensure your stakeholders are aligned from the outset by engaging teams and encouraging conversations that uncover priorities, challenges, and opportunities. By attentively listening and creating space for diverse perspectives, my mission is to deliver research that everyone is bought into.

A love of uncovering hidden motivations

People are messy, complex, and fascinating; they don't fit neatly into data points or consumer segments because they're driven by emotions, habits, and hidden needs. My mission is to help you to see the world through the eyes of your consumers and to uncover not just what people do, but how and why they do it. I approach business challenges and thorny questions like a detective trying to solve a case - uncovering evidence, connections, motivations, and patterns of behaviour.

A focus on clarity and impact

My aim is to deliver clear, actionable outputs that cut through the noise and help you move forward with confidence. I am passionate about crafting compelling stories and tailoring deliverables so that they will resonate with your key stakeholders. Whether it's exploring new markets, developing innovative propositions, refining customer experiences or renovating categories, I love to translate complex insights into clear, actionable strategies. Kindred’s debriefs don’t just inform but will inspire change and drive meaningful results.

Get in touch

Kindred would love to hear from you - whether you have a project in mind or just want to chat about people, ideas, and how research can help make sense of the world.

Drop Domi an email, and let’s start a conversation.

Kindred is based in London, but works wherever the research takes us!

Email
domi@kindredresearch.uk