The year is 2018

contrarian cultural & communications analysis // brand philosophy // natural language processing


My main interest is in the analysis of language for consumer and public opinion research, particularly unpacking public discourses to generate novel cultural and communications insights.

I work with a diverse range of people from advertising account planners to marketers and strategists in large corporates, as well as not-for-profit and public service organisations, both in Ireland and the UK.

My clients often recommend me to people who want "something different" in terms of research, insight or analysis or simply want to look at an old or knotty problem from a fresh perspective.

Please do feel free to get in touch if this describes you. I'm happy to discuss any topics you might be struggling with over email or coffee without any obligation - I'm genuinely interested in interesting issues!

mail: emmet[at]

QUIDDITY KWID-ih-tee , noun:

1: whatever makes something the type that it is : essence
another term for the essence of an object, literally its "whatness," or "what it is”.
what it is to be a thing, that is, that through which something has being as a particular kind of thing.
a : a trifling point : quibble
b : crotchet (a highly individual and usually eccentric opinion or preference), eccentricity