Meet the 85%

Summary

A nationwide study into the importance of community, place and belonging for GroupM and Mindshare.

In 2025 we worked with GroupM and Mindshare in a wide and deep study that spanned the length and breadth of the UK and provided an indepth look at the UK and the role of geography in our sense of self. We met immigrants, people who have lived the same home all their lives, people who run local restaurants, and people who have moved about a bit. A real range of people. We filmed depth conversations with each of them, and collected content from their homes, shops and local areas.

Background

A nationwide study into the importance of community, place and belonging for GroupM and Mindshare.

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Our approach

A nationwide study into the importance of community, place and belonging for GroupM and Mindshare.

Testimonials

We wanted to reach out to people and communities across the UK. With Meet the 85% we not only met a range of people who fed into our findings, but the team played a critical part in shaping the outputs too - working as a part of our team with other research partners and getting out there to connect with the stories of the nation.

Morven Hassall Account Director – Research & Insights - Mindshare

Contact

Shaping The Nation

Contact us here.