Insight with spark. Strategy with substance.

Supernova brings together senior specialists across qualitative and quantitative research, semiotics, design and strategy to help brands and organisations solve complex challenges with clarity, creativity and confidence.

Let’s talk

See what we do

Brilliant thinking starts with deeper understanding

At Supernova, we believe the best ideas emerge when the right people, perspectives and expertise come together.

Led by Abi Morris, we work with a trusted network of senior collaborators - all highly experienced, all hands-on, all focused on delivering thoughtful, high-quality work. Whether the challenge is brand, audience, communications or innovation, we help clients get closer to what people really think, feel and need.

The result is insight that doesn’t just inform - it unlocks momentum.

Why Supernova

Director level team

We build every project around experienced specialists, not layers of junior resource.

We combine rigour with empathy, which leads to better conversations, better interpretation and better outcomes.

Human in approach

We do not force projects into off-the-shelf methods. We shape the work around the question, context and decision at hand.

Tailored to the real challenge

We go beyond reporting findings. We connect the dots, identify what matters most and help clients act on it.

Insight that drives action

Sector expertise:
Charity, retail and brand communications

We work across a range of sectors, with especially strong experience in charity and purpose-led organisations, and retail and consumer brands. We are particularly good at projects where the challenge is commercially important, emotionally nuanced or strategically complex.

"Supernova led the research for our rebrand and did so with absolute clarity and intelligence. Ours is an emotive and complex topic and despite this, Abi and the team quickly gained a deep understanding of the realities the people we support face, the strategy of our brand and how to use this to shape their questions and methods. They truly listen to you and their research participants and are agile in their planning and delivery. And perhaps most importantly, their professionalism and good humour makes them a pleasure to have around."

Usha Grieve, Director of Partnerships and Services
"Supernova are a brilliant agency to work with. They are collaborative, strategic thinkers who take on your business challenge like it’s their own and always go the extra mile to make sure you are getting what you need. They are considered in their research approach and always present clear outputs and recommendations that are rooted in insight. I’d highly recommend working with Abi and the team at Supernova"

Alex Ho, Consumer Insight Manager, Cancer Research UK
"Having used numerous research agencies for previous projects I have no hesitation saying that Supernova are, by quite some distance, the best I’ve worked with. At every stage of the process Abi and the team went to great lengths to understand our requirements. They challenged our thinking to help us achieve the most comprehensive outcome possible and their findings left us with a very clear direction of travel to pursue."

Fraser Bedwell, Poppyscotland
“Supernova have consistently demonstrated exceptional qualitative research skills; identifying, interrogating and interpreting actionable audience insights with a level of intelligence that always adds significant value to our strategy and creative. Working as a trusted research partner, Supernova develop innovative and effective research methodology to uncover the key motivations for behaviour and attitudes that our clients seek to influence. They also work with a sensitivity and respect that quickly gains the confidence of the audience, resulting in very powerful human insights. It also helps that Supernova are the nicest people you could possibly wish to work with.”

Chris Norman, Managing Director, GOOD
“If you’re looking for consumer insight or market intelligence to help you to develop something new (whether the brand itself, a new product or a sub-brand), what you know and believe will be turned inside out and taken to the next level if you choose to work with Supernova. Their approach uncovers the real human truths, attitudes and behaviours you need to move forward quickly and with confidence. What’s special is that along with their wealth of experience, they’re more than happy to roll up their sleeves and work creatively with others to get to the right solution. Better still, they’ll get right to the heart of the task, quickly, stripping out the excess you simply don’t need from the big agencies. But it’s not simply a case of working with great people who know how to get things done, it’s all about the results and how they can transform a brief to deliver market success. Over the years, they continue to be the best insight team I’ve ever worked with and are highly recommended.”

Sheona Michie, Head of Brand Marketing, Action for Children
“I have partnered with Abi and Supernova on multiple research projects across the charity sector. The reason I commission Supernova again and again is because they are trusted experts, fun to work with, pragmatic and a safe pair of hands. But in addition, Abi really understands brand which is very valuable to us as an agency. I know and trust that I’ll get valuable insight into how to develop a brand strategically and creatively.”

Dan Dufour, Brand Strategy Director
“Attitude to Gratitude is an example of the type of insightful research the charity industry needs. Thanking and Gratitude is such a complex issue, within large charities - this research has provided a vital platform to help my teams understand consumer needs with tangible actionable insights into how we can improve the experience across CRUK.”

Claire Wilson CRUK Head of Supporter Services & Operations, Cancer Research UK
“We’ve been really impressed with the research work that Supernova has carried out for us. They take the brief and not only finds cost-effective ways to deliver on it but get under the skin of what we are really after and always add real value, turning research into valuable insight.”

Nicky Wakeford, Head of Marketing & Digital at Canal & River Trust

Senior-led by design

Supernova is led by Abi Morris, who brings more than 28 years of experience in insight, strategy and brand thinking. Around her is a trusted network of senior collaborators with deep expertise across research, semiotics, strategy and design. This gives clients the best of both worlds: the calibre of a highly experienced team, with the flexibility and responsiveness of a more tailored consultancy model.

Work With me

Insight with spark. Strategy with substance.

Brilliant thinking starts with deeper understanding