We are the seekers, the communicators, the knowledge-hungry experts who will help you understand people and behaviour. Our primary focus is social dynamics and loyalty: what makes people stick together, or fall apart, and how a knowledge of human evolution can help us better understand our deep-seated need to belong.

The Martha Newson Studio sits at the intersection of behavioural science, lived human experience, and organisational transformation. Drawing on over 15 years of global research on identity, transformative experiences, and loyalty we bring the insights of anthropology and psychology into the worlds of business, brand, and organisational culture. From football fandoms to festivals, prisons to corporate teams, our research has revealed how loyalty is formed, how identity becomes shared, and what makes groups truly loyal. We help organisations navigate the complex, deeply human challenges that shape culture today: fragmented teams, uncertain fan bases, burnout and disconnection, leadership transitions, and a loss of shared purpose or story.

We blend rigorous psychology with creative, real-world insight - employing an ethnographic lens to design bespoke research designs and interventions that strengthen cohesion, rebuild trust, and unlock meaningful, lasting change. Clients come to us when they need something specialist, sensitive, and tailored, when off-the-shelf culture solutions turn you off.

You can expect world-class, cutting-edge university-level research with market-level, swift timelines. Led by Dr Martha Newson, we are anthropologists, psychologists, engineers, criminologists, behavioural economists and biologists from universities all over the world. All projects are personally managed by Dr Martha Newson, DPhil, MSc, BSc (Hons), CPsychol, SFHEA, in collaboration with topic- and method-based specialists handpicked for the job.

We support work that really wants to understand loyalty, wider social dynamics and cultural patterns; offering organisations evidence-led research, evaluation, and coaching. While university research often struggles to keep pace with real-world campaigns and decision-making cycles, we operate on timelines that meet these demands, delivering work with academic precision and creative impact.

Core offerings

• Quantitative research

  • Experimental designs, online surveys, data mining large datasets, physiological measures, statistical analyses.

• Qualitative research

  • Digital ethnography, immersive ethnography-informed cultural insight, multi-market qual.

• Strategic insight

  • For leadership development, cultural strategies, and research design.

• Executive coaching

  • High-performing individuals, corporate cultural change coaching. Limited spaces: enquire here.

• Keynotes

  • Bespoke talks on themes of loyalty, football fandom, festival culture, human evolution, personalisation, social dynamics, women in science and more.