Hypothesis is excited to welcome Judy Mahtaban as Chief Growth Officer, adding to the company’s already strong leadership team. As Chief Growth Officer, Judy will lead business development, activate new go-to-market opportunities, and establish client and industry partnerships. Her mission will be to leverage Hypothesis’ top talent and expertise to help clients strengthen their brands, connect with their customers, spark innovation, develop compelling content, and capitalize on emerging trends.

As we enter “Roaring 20’s version 2.0,” the combination of rising costs, climate anxiety, Covid safety shifts, and the mainstream adoption of online dating are changing the 118B dollar dating landscape. Learn more about the four most impactful dating trends in the Roaring (20)20’s to connect with daters and win over hearts, minds, and wallets.

Hypothesis, an award-winning insights and strategy agency, is excited to announce the addition of Toby Zhang as the newest member of its Advanced Analytics team. As VP of Analytics at Hypothesis, Toby will apply his expertise to create insights that drive transformative results in the board room. Click to read the full press release about Toby Zhang’s new role.

The world of TV entertainment is evolving at a rapid clip. Curious about the state of media today, and where it’s headed? Hypothesis’ VP Strategy, Maia Wapnick, covers all things new in Total TV entertainment after attending the Advertising Research Foundation's expert panel discussion.

As Inflation continues to rise, consumers are behaving in surprising ways. We asked Americans about inflation in our latest survey, and found that most people fall within three groups with unique shared perspectives. Read on to learn more about the emerging Inflation Personas we uncovered in our research, and get tips for how to best communicate with each one while prices remain high.

Hypothesis Group congratulates Wieden+Kennedy for their double win at the Advertising Research Foundation’s 2022 Ogilvy Awards. Wieden+Kennedy and client, Metacore Games, were awarded two Gold Ogilvy Awards in the “Best New or Emerging Brand” and “Electronics, Tech and Telecommunications” categories for their ad campaign, “What is Grandma Hiding?”

Most mobile game advertising feels rote and homogenous, when the people who engage with these digital worlds are anything but. Read on to learn how we helped a top mobile game company better understand Millennial women and transcend their category into the world of entertainment with a viral ad campaign.

After leading dozens of hybrid workshops to great success, we developed a list of best practices that encourage valuable growth, action and change. Read on for some of our top workshop tips to navigate the weird new world of in person and virtual collaboration.

After a long hiatus, Team Hypothesis was excited to once again get together for another epic Summer Party. We’ve welcomed many new faces since our last in-person gathering, so having almost everyone in one room was incredibly special. And in true Hypothesis fashion, we did it up right.

With over 20% of Gen Z adults identifying as part of the LGBT community, it’s reasonable to expect that this group is paying close attention to what brands do for Pride. We asked Gen Zers who identify as LGBTQ+ to tell us more about what Pride campaigns they liked this year, and what actions they want to see from brands in the future.

If you’ve worked with Hypothesis for any length of time, there’s a decent chance you’ve had the good fortune to work with Mae Atwood. The good fortune is really ours, however, as Mae celebrates her 15th anniversary at Hypothesis this year. Read on to learn about Mae’s journey to becoming an expert in her field, her approach to raising a family while cultivating an impressive career, and her advice on what companies can do to better support Asian Americans and Pacific Islanders in the workplace.

In an era of content overload, how can brands stand out as true thought leaders in their industry? Download our latest white paper to learn how you can use an insights-led approach to spark meaningful conversations that move your category forward.

Hypothesis is excited and proud to announce the promotion of Maria Vallis to Chief Executive Officer, following eight successful years as an Executive Leadership Team member, most recently as Managing Partner. As CEO, Maria assumes leadership of Hypothesis’ daily operations to steer the Insights Association Top 50 firm into its next generation of growth. Vallis succeeds co-founder Jeff Seltzer, who will join founder Maria Stark as Executive Board Member.

Hypothesis welcomes Lynne Lainez as Head of Talent as the agency continues to grow and distinguish itself by focusing on service, customization, creativity, and critical thinking. Previously Talent Director at Publicis Groupe’s Team One USA, Lynne will champion and advance Hypothesis’ vibrant people-centric culture and core values as the award-winning agency works to help the world’s most important brands to amazing things. At Hypothesis, she’ll focus on employee experience, learning & development, DEI, attracting new talent, and organizational design.

In the early stages of the pandemic, we sought to classify the different ways people were reacting to the pandemic. In that research, we identified 6 unique mindsets. Now, with Omicron peaking in the United States, fatigue setting in, and a new political landscape, we once again wanted to know how the public was reacting. Our research uncovered 5 new outlooks on the current pandemic. Which one best describes you?

In the era of social media and the 24-hour news cycle, the national conversation is a moving target. To keep a finger on the pulse of consumer conversations, illuminate nuance around how conversations differ across demographic groups, and explore the relationship between consumer mindset and discourse, we’re talking to 1,000 Americans every month and asking them one simple question: what was your last conversation about?

In August 2019 we set out on a months-long process of defining our mission, vision, and values. That process, involving workshops, internal focus groups, and research, culminated in the mission statement “We Help Important Brand Do Amazing Things” and a Values Box we constructed, packaged, and distributed to the Hypothesis family. You can read more about it in our blog post Hypothesis: Deconstructed. Almost 2 years and a pandemic later, we decided it was time for a refresh.

The voice of the consumer is more important than ever, and CI teams are sharing their findings with an increasingly diverse array of internal stakeholders eager to understand consumer truths. Indeed, the need for actionable research is at an all-time high. But what does “actionable” really mean? Even the most strategic research report typically ends with a relatively brief “Implications” section with thoughtful, but general suggestions carefully worded to not step on any toes or over-reach with specificity or (gasp!) subjectivity.

Momentum, the in-house strategy group at Hypothesis, is pleased to welcome Maia Wapnick, Group Director, Savannah Daugherty, Director, and Franny Brogan Ball, Senior Strategist to the team. All three will be transitioning from their current roles on the insights team at Hypothesis.

Hypothesis welcomes Misha Nubia as Head of Client Strategy. Misha brings nearly two decades of experience in research, strategy, and consulting, specializing in communications, brand, and customer experience for Fortune 500 companies. Her client roster spans industries from Automotive, Luxury, Beauty, Content, and Entertainment to Healthcare and Pharmaceuticals.

JTBD is a hot new methodology. Companies from Facebook to Starbucks have embraced it as a tool for product innovation. But what is it, when do you use it, and what are best practices? Hypothesis has conducted over 20 JTBD studies across numerous categories. In this video we introduce the methodology, it's use cases, and how Hypothesis has been successful in integrating other research and design ideas to enhance this exciting methodology.

More than 20 years ago, we started Hypothesis with the idea of being a different type of agency that emphasizes creativity and design while embracing individuality, empowerment, and support for each other. Over the years, the company’s core values and goal of doing the best work was summarized internally as the “Hypothesis Way.” That phrase captures everything from how we approach our work and our client relationships, to how treat each other. The Hypothesis Way is how we flourish as individuals and as company. It is our story.

Hypothesis, a premium insights, design, and strategy agency, welcomes Mary Ann Packo as Senior Partner. Mary Ann is a global industry leader, with more than 25 years of continuous experience heading brand-building research businesses, both corporate and entrepreneurial. Most recently, Mary Ann served as CEO of Kantar Gold Rush.

Hypothesis is excited to congratulate its long-time client/partner, ESPN, for being named an ARF David Ogilvy Award finalist in the “Sports, Media & Entertainment” category for its incredible campaign “The Last Dance.” ESPN was also nominated for two additional campaigns in the same category: “There’s No Place Like Sports,” and “We Love It Here.”

It’s time to question the fundamentals. The shock to the systems (personal, business, economic) from COVID-19 came from both its staggering speed-of-change and scope-of-change. Businesses have been shaken to their core and need to focus on two discrete strategies in the pursuit of post-COVID growth. Regardless of whether your business strategy will skew more towards Inversion or Re-immersion, the situation has forced an opportunity to invent a new you, refreshing your foundation.

Let us start by saying, we didn’t believe in online focus groups. So far in our careers, we’d really only had experience with in-person groups, where you can more easily read body chemistry, tone, and energy when you’re sitting right across from someone. It’s easier to spark rapid fire conversation and build on exciting ideas through the in-person energy of others. But, we’re “yes and” kind of people. So when COVID-19 started, we said, yes! We can do it online, no matter how complicated.

The COVID-19 pandemic situation is creating perhaps the most significant shared experience the world has ever witnessed. During this uncertain time, a common question is, “how are you adapting to the new normal?” Well, this isn’t the new normal—yet. The stay-at-home orders will end, the economy will start-up again. What follows will be the “new normal.”

There is already no question that the growing global pandemic and mitigation efforts are going to affect human attitudes and behaviors deeply. For you, as Founder/Owner/Executive/Marketer/Product Manager/Champion of your brand, your company will, of course, need a new strategy. However, to grow in the inevitable era of “the new normal,” you will need both a proactive strategy to step into the new future and a reactive growth strategy to save the present.

COVID-19 is impacting the way we all do business, especially for in-person market research. Delaying (or canceling) projects isn’t an option, as urgent business questions remain. Hypothesis has been supporting clients around the world to quickly adapt their research plans in the wake of the situation. It’s time to get creative.

Hypothesis, a leading insights, design, and strategy agency, has announced the appointment of Matt Walker as VP of Growth Strategy. In this newly created role at Hypothesis, Matt will partner with the best and most ambitious brands around the world, identifying demand-side growth and marketing opportunities.

Hypothesis is proud to announce its inclusion on the Greenbook 2019 Market Leader List (formerly the AMA Top 50) for the third year in a row thanks largely to an expanded client base, an increase in strategy-focused engagements through our Momentum business unit, and industry leading design.

Announcing the 2019 Grand Ogilvy Award winner! The International House of Burgers campaign by client IHOP took home three awards at the Advertising Research Foundation Gala in NYC.

IHOP knows food; we know consumer insights. Together, we tackled the brave new world of burgers with an award-winning campaign.

Most firms strive for a uniform look, but what if your business card reflected you?

At Hypothesis we believe in rewarding hard work with fun of the going-all-out variety. This year was no exception.

Introducing the Hypothesis Values Box: designed and carefully curated to celebrate our company values and inspire every employee to do amazing things.

Hypothesis, the premium insights, design, and strategy agency, is excited to congratulate its client IHOP for being named an Ogilvy finalist in both “Best Brand Transformation” and the “Retail and Restaurants” category for its IHOb campaign.