Set up in 2009 by media industry veteran James Smythe, Culture of Insight (COI) is about making researchers' lives easier and their work even more impactful.


Since then, we've helped dozens of clients, from Formula 1 to the Royal Shakespeare Company, to manage, communicate, and integrate their research more effectively.


Our work has evolved with technology, from delivering innovative dashboards at the start of the big data era to transforming the time spent on data prep with the latest programming language advances.

In 2022, Culture of Insight was acquired by Sports Marketing Surveys (SMS), a specialist insight business. SMS and COI had previously cooperated on a long-term partnership. The sale was agreed between SMS and James before he passed away and SMS is committed to preserving James and COI's legacy. SMS is helping Culture of Insight fulfil existing business and also developing new data visualisation and management solutions.


“Culture of Insight make my life infinitely easier! The portal has been an invaluable resource, our Senior Management Team love using it, and our small research team is no longer bombarded with requests for the same information repeatedly.”

Becky Loftus, Head of Research, RSC