This is where Kindred shares thoughts, stories, and reflections on research, culture, and the messy, fascinating ways people navigate the world…

From 0 - 100: The Rise of Women's Football Loyalty
How can brands tap into the commercial opportunities that women’s football fans present?


The Apartment Coffee Shop: What it can show us about shifts in at-home socialising
A TikTok trend or something deeper?

Why is Everyone in London Queuing for Farmer J?
How Farmer J's winning formula shows us exactly how to deliver true value in today's market.

Mixue's Global Success: Lessons from the World's Largest Fast Food Chain
Key lessons from Mixue - what the world’s largest fast food chain teaches us about the importance of customer understanding

What’s happened to Greggs? Understanding Evolving Treat Culture
What is going on with Greggs and what might this mean for our understanding of evolving treat culture?