What makes Nourish different?
Nourish community
We build long-term partnerships with reflective, articulate participants—not one-off focus groups. As trust grows, so does the quality of insight. We can return to community members quickly for follow-ups, testing, and deeper exploration.
Nourish new value
We don’t just surface feedback; we co-create new ideas. Working closely with participants, we uncover unmet needs and latent pains, then help shape fresh, targeted solutions alongside the people they’re for.
Nourish the process
If you want research to generate bold new insights and breakthrough ideas, you can’t just collect opinions—you have to invest in the process. That means actively feeding in provocations, prompts, and creative cues that help participants stretch their thinking. The result? A more imaginative, generative process that goes beyond simply asking, “What do you want?”
Nourish with a purpose
Our practice is rooted in curiosity, care, and a commitment to future impact. We actively seek out mission-driven partners who are building not just better customer experiences, but more equitable and sustainable futures. People join the Nourish Research Community to shape services and systems that matter; and we bring that same energy to every project.
You can sign up the Nourish Research Community here.
Our approach
By combining strategic preparation, deep participant engagement, and generative co-creation, we help organisations uncover new possibilities and shape more human, future-ready services.
About the founder: James Sunderland
I’m a design researcher and strategist with over 20 years’ experience in ethnographic research, UX, and innovation for global brands.
I believe research should always drive real-world change. My goal is to make complex systems understandable, and to bring others into the process with clarity and purpose.
At Nourish, I work with people not just as users, but as creative partners, so we can shape the services and experiences that matter most together.