HeyJaredMeet the 85%.
An ethnographic research consultancy that believes in a 'Reality First, Brand Second' approach to insights. www.meetthe85.com
- Indexed issues, last 90 days
- 3
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- Sep 30, 2026
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- Earliest in this view
- Sep 7, 2026
Latest issues
Introducing Women of a Certain Age (opens the original)
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Last week, we shared why Jo Juber and I had spent the past six months looking more closely at the lives of women in midlife.Now we can start sharing what we found.Over the next five weeks, we’ll be taking one finding at a time and going into much more detail, sharing more of the women’s stories, what we learned and some of what it could mean for brands.So if you’re not already subscribed, now’s a good time.Subscribe nowFor now, this is the overview.</p
Women of a Certain Age (opens the original)
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Over the past six months, Jo Juber and I have been working on a new Meet the 85% project about women in midlife.Why this, why now?It started with a shared feeling between us that the way women at this life stage are spoken about, sold to, represented and reduced still does not quite match the reality of how it feels to live it.That feeling had actually been building for a while. Over the past three years, across lots of different Meet the 85% projects, we have spent a lot of time listening to wo
What Chernobyl, client briefs and conversations around Britain have taught me about facing reality (opens the original)
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Last week I spoke at TNN: The New Normal about something I think more businesses have than they realise.A Reality Gap.I started with a quote from Chernobyl:<img alt="" class="sizing-normal" height="817" src="ht
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