TRUTH is The Tenth Man’s research and strategy division; a team of researchers, strategists and creatives that deliver measurable success for the world’s leading brands by blending human insight, cultural nuance and commercial understanding to develop effective strategies for brand and business growth.


  • Qualitative Consumer Research
  • Trend Analysis
  • Brand Strategy
  • Digital & Social Strategy
  • Culture Strategy
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Our approach was born from a dissatisfaction with ‘traditional’ market research and the creative outputs it delivers – brands and campaigns built on surface level insight that never quite cut through the noise, or create real meaning or value for people.

This failing proves that all the research in the world means nothing if you cannot uncover real insight and if you don’t know what to do with it, when you do.

That is why TRUTH dedicates itself to understanding people and culture; continuously immersing ourselves with the communities and the people we want to win with and then turning this knowledge into actionable guidance for brands – positioning them on a path of game-changing excellence.