Who We Are
Between is an insights driven studio operating at the forefront of sport and culture. Between is about what happens, between the first and last whistle, between fixtures and between the ears of athletes everywhere.
Our Story
Between isn’t just about the top of the sporting pyramid, but the cultures and communities that enrich the sporting world. We operate at the fringes. In the niche sports, the close knit self-funded communities. Anywhere sport happens, there are insights to be unearthed and stories to tell.
We don’t just want to hear from the elites. We want to know what’s happening at every level of the sporting pyramid. The elite and the amateurs, the grassroots and the gamechangers. The cultures and communities around sport that make it what it is.
Our Mission
We believe that sport is the great equalizer, and through our work we set out to humanise the players, the athletes, the amateurs. The champions, the coaches, the referees. The fans, the fanatics and the fed up. Because it’s the people that make sport what it is. No-one plays in a vacuum.
In an era with endless AI-driven data sources, and large scale machine-taught data tools, we’re fighting back. We believe that deep, ethnographic, qualitative methods that centre human voices, experiences and anecdotes should be at the core of every brand's thinking.
That's what we do.
What We Do
Our bread and butter is in-field ethnography. We get into the world, the social spheres, the communities where sport happens. Alongside that we have a rich research toolkit that helps us get to the core of any question.
Desk Research
Quantitative Surveying & Data Tools
Deep listening & semiotics
Immersive & ethnographic Interviewing
Who We’ve Worked With
Get in Touch
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