Further&Further is a new kind of agency.
We are a team of senior researchers, producers and filmmakers dedicated to doing research in the most human and authentic way possible. We have a unique immersive approach to qualitative research, focusing on one project at a time, building trust with our subjects, spending real time in their world and following the story wherever it takes us. We find the insight behind the insight.
Flip
Reality and truth have become uncertain and subjective. A relentless storm of news results in confusion and instability. Trust in institutions and brands is at all time low. We know people have increasingly complex lives and curated identities. We know people don’t tell the truth unless they trust you.
So we approach research differently.
Flop
The reality of most research agencies is an endless storm of projects, conducted concurrently and with little space for researchers to think. Burnout and bullying is all too often experienced.
So we decided to work differently, placing respect at the heart of our culture and ensuring work life balance with a 4-day week.
And we only hire senior researchers who actually want to conduct the research rather than ‘oversee’ projects.
Focus
When we take on a project we ensure our senior team are only thinking about your project.
We will not be juggling multiple analysis or fieldwork sessions. We will have the space and time to really immerse in your project.
Unsurprisingly, the impact on the quality of the work is significant.
Find
There is nothing worse than bad recruitment.
Our approach ensures we speak to fresh, engaged and 100% on spec people. We also find people who have a story to tell and are excited to be part of our study. So we don’t recruit from databases; instead we use our network and creative approaches. And then we screen and screen them before they are cast to take part.
Follow
We know that what people tell us on day 1 is very different to what they tell us on day 5. So we follow the story, like documentary filmmakers, spending up to 5 days with our research subjects.
We meet their friends and family and we go to the places that are important to them. We talk, observe and experience their lives.
We build an authentic relationship with our research subjects so they trust us and reveal their truth.
Is your brand built on Day One or Day Five Insights?
In every project our research subjects have revealed truths to us on day 5 that directly contradict what they have told us on day 1.
We nearly always end up talking about highly personal issues such as childhood experiences, failures, sources of anxiety and secret desires. What you learn on Day 1 will often be superficial or even false. But what you learn on day 5 will open your mind and unlock significant brand opportunity.
Be a brand that's built on Day 5 Insights.
We often get asked why we spend up to 5 days with our research subjects.
Because we know that people only tell the truth to people they trust. And now, more than ever, we need to find the truth, or our strategy might just be built on lies.
We spend up to 5 days because we know that what people tell us on day 1 is rarely the truth. For example…
DAY ONE a woman recently told us she was happily married.
DAY TWO she admitted they were having problems.
DAY THREE she told us he had moved out.
DAY FOUR she revealed her husband was gay and had fallen in love with another man.
DAY FIVE, we got real. Most brand strategies are built on what people tell us on day 1. Don't be a day 1 brand.
Our Work
WASTED
A deep dive into how Gen Z are reacting to the cultural perception of their generation and how they are managing the everything crisis that defines how they move through the world.
(Film above)
Me, Myself & I
Exploring the factors driving, and impact of, the loneliness epidemic. (Film above)
Out-Right
An exploration of gender, sexuality, politics and the alt right of America.
DIGITAL DOCUMENTARIES
The Motherload
The Motherload examines how the pandemic lockdown changed the lives of mothers in North America, highlighting longstanding inequalities.
The Light Fantastic
Short-form doc exploring therapeutic applications of psychedelic substances through three first-hand accounts
The Great Escape
A pandemic snapshot: Individuals working to make their own rules and build community amidst lockdown, protest, & tension
Splinter
As the pandemic erodes people's sense of belonging we look at some of the unusual places that new communities have taken shape.
Tomorrow People
Looks at some of the remarkable ways that the pandemic forced people to reassess their priorities.
The Deprived
The Deprived looks at the pandemic lockdown from the perspective of somebody with an affinity for solitary pursuits.
Look no further…
You can find our team here
Ian Pierpoint
Founder and CEO
Ian has 30 years experience of research, strategy and marketing working with brands including MTV, Nike, Unilever, Facebook and Google.
He has founded and led multiple successful research agencies including The Sound where his vision redefined the industry and he successfully opened 6 offices and built a global team close to 100 people.
He is also an award winning documentary filmmaker and prior to founding Further&Further was Global CMO of Herschel Supply Co.
Ian considers Further&Further to be the biggest and most exciting idea of his career.
Sarah Kolar
Managing Director
Sarah has over 10 years of business experience working in the pharmaceutical industry.
Sarah left the industry in 2012 to travel, explore her creative interests and achieve more balance.
Via a successful dog walking venture in Wicker Park and a year of volunteering in Montreal she now finds herself running the nuts and bolts of Further&Further.
Sarah is slowly beginning to love spreadsheets again.
Megan Weisenberger
Chief Strategy Officer
Megan has over 10 years research, strategy and creative experience, working at agencies including The Sound, Fallon and BBDO.
Most recently Megan was a Director at The Sound working on global research projects for clients including Airbnb, Constellation Brands and Dollar Shave Club.
Megan drives Further&Further’s more immersive research approaches and leads our research and strategy team in North America.
Richard McQaurrie
Director of Finance
Richard has 28 years in the Market research industry working as owner, general manager, chief financial officer, operations manager and consultant for small boutique firms, large global firms, and startups. MarkTrend and Synovate being the longest running.
Richard’s business focus has been to develop and promote sound business practices, information systems, and policies that seek to balance customer needs and corporate goals in the most efficient way.
Throughout his career he has been successful at meeting new challenges whether related to sudden changes in external economic conditions or internal conditions that are no longer optimum.
He is still learning…
Juan Carlos Arreaga
Chief Creative Officer
JC has over 10 years experience of documentary filmmaking, directing, editing and producing films for brands including Google, Facebook and Aldo.
Most recently JC was Lead Editor at The Sound where he managed the editing teams around the world.
JC drives Further&Further’s new and more authentic approach to documentary filmmaking for brands.
Adam Talkington
Head of Ethnography
Adam has over 10 years of experience conducting social scientific research using ethnographic observation, interview, and conversation analytic approaches.
He recently completed graduate studies at the University of Wisconsin - Madison, where he contributed to studies funded by organizations such as the NSF and the Russell Sage Foundation concerned with topics as varied as how clinicians make autism diagnoses and why rural men exit the labor force.
Adam draws on his expertise in social psychology and ethnography to help develop deep behavioral insights, and to continue finding new ways to bring the lessons of social science into the service of brand strategy research.
Bill Farrant
Head of Operations
Bill comes to Further & Further with over 10 years of project management experience working with Indigenous communities in Canada on environmental and social impact assessments, traditional knowledge studies and residential school research.
He is also a member of recording artists Astrocolor and Sports & Music, and runs a weekly bag lunch program for the unhoused community in Rock Bay, Victoria, called Bill’s Bag Lunches.
Brian Flannery
Senior Project Director
Brian has over 10 years experience of research, specializing in ethnographic and immersive approaches.
Brian joined Further&Further from The Sound where he worked on brands including REI, MillerCoors and Google.
Brian specializes in the exploration of fringe groups and subcultures.
Eve Ejsmont
Research Director
Eve has over 10 years of qualitative research experience, spanning from strategy and innovation to user experience, working at agencies including The Sound, GfK, and Root Inc.
Most recently, Eve was at The Sound, where she worked with clients including Pepsi, MillerCoors, and REI.
Eve drives F&F's pursuit of anthropological approaches to the world of research and strategy.
Branden Mayer
Senior Film Director
Branden has over 8 years experience directing, editing and producing video content including interviews, animations, event-coverage, short documentaries and scripted productions.
Most recently Branden has worked as a videographer with brands including Amazon, Ford and Pfizer.
Branden is dedicated to creating authentic documentary films and animations with Further&Further.
Jessica Girard Production Manager
Jessica brings over 10 years of experience in Operations and HR management. With a background in commerce and entrepreneurship, she has launched and managed F&B operations, large-scale events, community organizations, and creative design and development companies. Most recently launching a retail cannabis shop in Victoria!
Working in start-ups and events she’s no stranger to switching gears and moving fast. She draws on her experience to create good business processes, communication and culture across teams and projects.
Max Goldstein
Creative Producer / Research Associate
Max joins F&F with an insatiable curiosity and love for people. Most recently they worked as a Creative Producer for a boutique agency in Chicago, where they booked talent for their entire roster of brands.
Max has been a fixture in various creative communities for the past 10+ years. Their band Yoko and the Oh No’s started in Chicago’s DIY music scene, and they’ve carried that DIY mentality in everything they do.
Lauren Wiginton
Research Director
Lauren has over six years experience as a qualitative researcher combined with eight years as a social worker. She is dedicated to going beyond the easy answer to discover the deeper truths of people’s lives.
Endless curiosity has led to a career specializing in social psychology, ethnography and immersive research approaches. With each new project (ranging from understanding kids’ footwear needs, or tapping into food culture in the midwest, or discovering how travel is changing post pandemic), she is fully immersed in a topic with a mission to discover new perspectives and experiences.
Brands who go Further&Further
Offices & Contact
Montréal - NYC - Chicago
→ Contact Ian for Global & Canada Inquiries
→ Contact Megan for USA Inquiries
