Name

Walnut Unlimited

Legal name

Walnut Unlimited Limited

Website

https://walnutunlimited.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Market Research & Consumer Insights Services

NAICS

Marketing Research and Public Opinion Polling (54191), Management, Scientific, and Technical Consulting Services (5416)

SIC

Services-Engineering, Accounting, Research, Management (8700)

akta.pro primary industry

Industry & Sector Research (Syndicated/Custom) (BPAHALAE)

Keywords

• Consumer neuroscience research
• Behavioural science consulting
• Market research services
• Consumer insights analytics
• Brand tracking research

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Research and Consultancy Services: Walnut Unlimited generates revenue through bespoke research and consultancy engagements, blending neuroscience, behavioural science, qualitative and quantitative research. Projects range from quick agile solutions to fully custom strategic research. Pricing is quote-based per project/SOW, with 50% invoiced upon commissioning and 50% upon completion. Services include in-house qual and quant, panel (online, CATI, F2F), omnibus surveys, neuroscience tools, analytics, and training.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Walnut Unlimited is a human understanding agency delivering bespoke research and consultancy services that combine consumer neuroscience (EEG, fMRI, eye tracking, facial coding, GSR), behavioural science, qualitative and quantitative research, and advanced analytics. The firm sells project-based research engagements, proprietary testing tools (PACKMASTER, adNEURO, adMIRE, ClaimOPTIMISER, TrueLiking), the LUCA Gen AI insight suite, training through the Human Understanding Academy, and subscription-style solutions such as the GB & UK Omnibus Survey and Understanding The Nation tracker, to enterprise and mid-market clients across FMCG, retail, B2B, financial services, healthcare, government and the third sector.

Product overview

Walnut Unlimited operates as a research and analytics consultancy offering a comprehensive portfolio of human understanding services and proprietary tools. The core offering combines Consumer Neuroscience Research, Behavioural Science, Qualitative Research, Analytics, and Custom Qual and Quant Research services. Their proprietary technology suite includes LUCA (a Gen AI suite with four tools: Agentic Verbatim Probing/Coding & Analysis, Generative Engine Optimization, AI Synthetic Personas, and Survey Automation) and specialized testing tools like PACKMASTER for packaging, adMIRE and adNEURO for communications testing. The Human Understanding Lab serves as the scientific center integrating all methodologies. Solution-specific offerings span packaging research, product testing, brand performance measurement, B2B research, consultancy and training, ESG research, claims testing, agile research toolkit, survey solutions, omnibus surveys, Understanding The Nation tracking, comms testing, shopper and retail research, and social research. Brainy Bar is their annual event series. The company is part of Accenture Song.

Differentiator

Problem solved

Functional benefit

Brands

• Human Understanding Lab: A 120-strong community of neuro, behavioural and data scientists, technologists and strategic planners within Walnut, helping clients apply human understanding to drive conversion across the customer journey.
• Brainy Bar
• LUCA

Products and services

• Consumer Neuroscience Research Consumer neuroscience services applying EEG, fMRI, eye tracking, facial coding, GSR (Galvanic Skin Response) and reaction time testing to capture subconscious and emotional responses in decision-making. Sold to brands seeking to measure implicit reactions rather than relying on self-reported preferences.
• Behavioural Science Consultancy Behavioural science consultancy applying BeSci expertise to research design, including A/B tests, nudge testing, message optimisation, and touch-point audits using Walnut's proprietary Shortcuts framework. Targeted at clients seeking to understand and change consumer behaviour.
• Qualitative Research Qualitative research services including NPD co-creation, pack and design evaluation, shopper understanding, comms testing, early-stage proposition exploration and social listening. Sold to brand and innovation teams seeking emotional context behind consumer behaviour.
• Analytics Advanced analytics services including data management, business support, data visualisation, customer engagement analysis, segmentation analysis and pricing (conjoint) analysis. Served to enterprise clients who require modelling on top of their research data.
• Custom Qual and Quant Research Full-service qualitative and quantitative research combining IDIs, groups, longitudinal communities, ethnography, online surveys, CATI, F2F and in-situ testing (simulated VR or real-world). Targeted at enterprise clients needing bespoke end-to-end research programmes.
• LUCA Gen AI Insight Suite LUCA is Walnut's suite of Gen AI insight tools including Agentic Verbatim Probing/Coding & Analysis, Generative Engine Optimisation (GEO), AI Synthetic Personas and Survey Automation, designed to enhance Walnut's human understanding experts. Sold to enterprise research buyers looking to scale verbatim coding, persona work and AI-visibility testing.
• Packaging Research (PACKMASTER suite) Packaging research solutions including Agile PACKMASTER (available in 25+ markets, 1-week turnaround, from £4,000), PACKMASTER (online or face-to-face shelf testing with eye-tracking and implicit testing), PACK OPTIMISER (qual workshops), PACK SWOT (pack health assessment) and PACK 360. Sold to brand and packaging teams globally.
• Product Testing, NPD & Sensory Research Product testing and innovation services including incubator© for innovation, product benchmarking, sensory qual and QDA profiling, bespoke product testing and contextual conjoint. Targeted at FMCG and consumer goods brands launching or relaunching products.
• Brand Performance and Measurement Brand research services including decision drivers testing, bespoke brand tracking, brand assets identification using semiotics and neuroscience, and brand health/security tracking. Sold to brand and marketing teams needing continuous measurement of brand equity.
• B2B Research B2B research services reaching decision-makers across sectors, combining behavioural science and neuroscience techniques for customer experience tracking. Sold to enterprise B2B clients in telecoms, financial services, technology and professional services.
• Consultancy and Training (Human Understanding Academy) Expert consultancy and training courses covering Consumer Neuroscience Masterclass, Fundamentals of Behavioural Science, ideation workshops, customer journey workshops, FMCG Masterclass, Consumer Duty and research essentials, available in ready-to-go and bespoke formats. Sold to enterprise learning & development, insights and marketing teams.
• ESG Research Environmental, Social and Governance research services including exploratory research, brand purpose and ESG positioning, and comms/nudge optimisation for sustainability and social impact. Sold to brands, NGOs and public-sector organisations.
• Claims Testing Claims testing solutions including Agile Claims Testing, ClaimSCOPE expert workshop, ClaimOPTIMISER (implicit reaction time testing) and ClaimSUBSTANTIATOR. Sold to FMCG and consumer goods brands looking to identify motivating, credible claims.
• Agile Research Toolkit Agile research toolkit including adNOW (comms testing), Agile PACKMASTER, Agile Claims, Agile Concept Screening (TrueLiking©), Agile Pricing and Agile Sensory. Sold to brand and innovation teams needing fast-turnaround testing.
• Survey Solutions Quantitative survey solutions delivered via Walnut's own online panel, CATI centre and face-to-face field force, supported by project management and data services teams. Sold to clients needing primary fieldwork across the UK and international panel partners.
• GB & UK Omnibus Survey GB & UK Omnibus survey reaching 2,000 nationally representative adults twice weekly, with a 72-hour turnaround, from £300 per question, optionally enhanced with implicit reaction time testing. Sold to clients needing fast, nationally representative consumer data.
• Understanding The Nation Longitudinal tracker of UK population mood, mental/physical health, financial situation and attitudes, running since 2018, with a 6-segment Cost of Living segmentation. Sold to brands, agencies, government and charities needing ongoing UK population insight.
• Comms Testing Communications testing solutions including adQUAL (qual), adNOW (implicit), adMIRE (implicit + facial coding), adNEURO (EEG, GSR, eye tracking), adIMPACT and adKNOWLEDGE consultancy. Sold to advertisers and their agencies needing pre- and post-launch creative effectiveness measurement.
• Shopper & Retail Research Shopper research including segmentation, customer journey mapping, purchase hierarchy analysis, in-store/e-com activation optimisation, and store-of-the-future testing using VR. Sold to retailers and brand shopper-marketing teams.
• Walnut Social Research Social research services for government, charities and the third sector, including nationally representative polling, marginalised communities research, policy impact evaluation and participatory research. Sold to government departments, public-sector bodies and charities.

Quantifiable outcome

• Research for Slimming World generated 23 radio interviews reaching 3.8 million listeners in launch week
• +4 more outcomes

Named customers20 records

Segments7 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature15 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• IGD (Institute of Grocery Distribution)coreStrategic or Co-development PartnerWalnut worked with IGD and delegates from across the entire food chain (manufacturers to retailers) to understand consumer eating habits and nudge the nation towards more sustainable food options. The research blended traditional methodologies with neuroscience and behavioural science. On the back of this research, IGD established a project group of 17 organisations (including Waitrose, Sainsbury's, Unilever, Premier Foods) to test and implement behaviour change initiatives. Walnut continues to have close dialogue with IGD.
• National TrustcoreStrategic or Co-development PartnerAward-winning study using fMRI to look deep inside the brain to understand why places are emotionally important to people. Walnut blended neuroscience with Qual and Behavioural Science to put neuroscience at the very heart of the National Trust brand story.
• Pernod RicardcoreStrategic or Co-development PartnerWorking closely with Pernod Ricard to embed the application of behavioural science principles across the Global Travel Retail strategy, helping optimise their travel retail performance.
• Orange BusinesscoreStrategic or Co-development PartnerNeuroscience-infused B2B CX tracker for Orange has become central to business planning, used extensively within countries and at head office. Walnut developed a Customer Satisfaction Observatory for Business customers in 7 European countries, providing biannual NPS and satisfaction indicators.
• IAB (Internet Advertising Bureau)coreStrategic or Co-development PartnerStrategic consultancy blending implicit reaction time testing, semiotics and qual wrapped in behavioural science — from early stage exploration to test, launch and evaluation. Helped IAB unpick and change perceptions of digital advertising, revealing human needs digital was failing to meet.
• Sport England / This Girl CancoreStrategic or Co-development PartnerWalnut has evaluated the This Girl Can campaign since 2021, using behavioural science to understand what motivates women and girls to get active and what acts as a barrier around capability, context or confidence. The campaign is award-winning.
• RFU (Rugby Football Union)minorStrategic or Co-development PartnerResearch into experiences and attitudes towards equality, diversity and inclusion (ED&I) amongst staff and players in elite rugby, as part of RFU's commitment to increasing diversity in the sport.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Hall & Partners: Hall & Partners is a brand-led insights consultancy with explicit emotional and neuroscience measurement practices targeting FMCG, tech and luxury clients. Overlaps with Walnut's branding, comms and brand-equity measurement offerings.
• Human8 (formerly InSites Consulting): Human8 is a community-led insights and behavioural science consultancy serving global brands with a mix of qual, quant and digital research communities. Directly comparable on the qual/quant + behavioural science intersection that Walnut serves.
• PRS IN VIVO: PRS IN VIVO is a behavioural and shopper neuroscience consultancy serving CPG brands on pack design, shelf impact and shopper behaviour. Directly comparable to Walnut's PACKMASTER and shopper neuroscience capabilities.
• Neuro-Insight: Neuro-Insight is a specialist consumer neuroscience firm applying EEG and biometric methods to advertising, media and brand research worldwide. Highly comparable to Walnut on EEG-led emotional measurement and global campaign evaluation work.
• SKIM: SKIM is a decision-research consultancy using behavioural science and choice modelling for innovation, pricing and claims testing. Comparable to Walnut's behavioural science, conjoint and claims testing (ClaimOPTIMISER) work.
• System1: System1 (formerly BrainJuicer) applies behavioural science and emotion-driven measurement to brand and advertising effectiveness, closely matching Walnut's neuroscience + behavioural science positioning. Both use implicit measurement and evidence-led frameworks to predict long-term brand and campaign outcomes.
• Fuse Insight (previously called Truth Consulting): Fuse Insight is an award-winning UK-based brand and consumer insights agency emphasising behavioural science and semiotics for FMCG and retail clients. Comparable mid-sized UK competitor to Walnut with overlapping methodology and sector focus.

Broad incumbents

• Ipsos: Global market research leader with significant FMCG, advertising and public sector practices. Ipsos operates Ipsos Neuro and behavioural science units that overlap directly with Walnut's neuroscience and behavioural science offerings for enterprise clients.
• GfK: GfK (now part of NielsenIQ) is a global consumer insights firm with deep FMCG, retail, and shopper practices and behavioural measurement capabilities. Competes with Walnut across packaging, comms and consumer durables research.
• Kantar: Kantar is one of the world's largest insights businesses with dedicated neuroscience, brand and shopper practices and a major FMCG/retail client base. Walnut competes with Kantar's behavioural science and neuroscience propositions across creative, brand, and shopper research.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/WalnutUnlimited
• LinkedInlinkedin.com/company/walnut-ltd
• Instagraminstagram.com/walnutunlimited

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Walnut Unlimited