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We specialise in uncovering consumer insights and trends which inform brand and communication strategy. The Scout provides a range of services which can vary from running NPD workshops to writing white papers, from intelligence on Connected TV to global luxury brands. All our work culminates in actionable implications and opportunities for clients, providing thoughts on how they can create innovative brand experiences for their customers.

Our mission is to help clients develop clever marketing which drives their business whilst enriching people’s lives… making them more informed, more entertained and more connected.

As consumers become users, it’s never been more important to understand people’s behaviour, and ultimately earn their attention. From millenials to silver surfers, we use a number of methodologies to anticipate consumer trends:

  • our international team of Scouts are a global network of opinionated respondents who help inform our thinking on trends in consumer behaviour and brand marketing, based in key cities from Mexico City to Shanghai
  • depth interviews with experts, commentators and journalists from a diverse range of categories such as craft beer making to commodities
  • ethnography with consumers using mobile captured data diaries
  • social buzz monitoring

Jo Peters the ScoutJo Peters is The Scout.
With over 20 years experience of working with international brands such as Nike, Philips, Swatch, adidas and Diesel, Jo’s consultancy offers clients and agencies expertise in developing consumer insights and creative communications strategies.



“The only Scout I would ever work with ”
Jonny Bauer, Droga5

“Jo stepped in to provide high end media strategy expertise on a couple of important projects for MEC. She has proved to be a fun, engaging, smart and highly practical colleague to work with, and has delivered great work at speed with the minimum of fuss.”
Michael Dick, MEC Global

“Jo has complete focus on delivering innovative solutions for clients – she is a star and one of a kind”
Fiona Lloyd, Carat Global Management

“I am always consistently impressed with her enthusiasm, diligence and intelligence. Her dedication to producing excellent creative work is a constant feature of my interactions with her, which is always married to a deep understanding of brands and their communication objectives”
Matt Elek, Vice

“Jo has a curious nature for the innovative and new, and a personality that lets her get close to people from CEOs to football crazy teenagers”
Dominic Fawcett, Sony

“Jo played an instrumental role in developing a branded content strategy and solution for our Male Grooming category’s communications plan.”
Lachlan Hayman, Philips

“Jo’s actionable insights have helped drive innovative comms strategies for our clients, across a range of categories”
Vicky Cook, Mindshare Worldwide

Scouts are recruited for their hunger in discovering emerging trends in a diverse range of topics. They are opinionated and opinion-leaders but what makes them unique is that they can articulate the behaviours of brands and people in their cities.

Scouts can be recruited on a bespoke basis, e.g. from chefs to personal trainers, from games developers to fashion bloggers.

We work with scouts across the globe but please meet a few of them:

scout Sigurd Berlin
Sigurd, Berlin
Originally from Denmark, Sigurd is studying Master of Philosophy whilst working as a barista in cool bookshop / café, Westberlin. His passions range from viniculture to the arts.
Lucy Mumbai
Lucy, Mumbai
When she’s not working for the design company Fitch, Lucy loves to seek out local trends in everything from food to sports. Lucy has recently run her first half marathon in the Mumbai heat.

scout Jorge pedro Mexico city
Jorge Pedro, Mexico City
A journalist and writer with a profound love for the city, Jorge Pedro also has a TV show on Once TV and radio show on cultural events on Reactor 105.7 FM.

Shan Shan Shanghai
Shanshan, Shanghai
Besides her role as copywriter for Wieden & Kennedy, Shanshan is also a writer and translator which make her an ideal Scout! She is fascinated by youth culture and specifically contemporary design in her city.



The information the scouts provide is analysed into trends, with clear outcomes for clients, helping future planning for product development, branding or marketing communications.

The trends can be delivered via presentations, books, films or workshops.