Ben Coopman

I use mixed methodologies to discover how people live around the world, what gives meaning to their lives, and how their cultures shape them. I turn these insights into concise narratives that help organisations design products, strategies and brand communications.

How I work

Only connect

My craft is connecting with people, and luckily people find it easy to open up in front of me. I listen to people with curiosity and without judgement, creating the conditions that let them speak honestly.

Asking questions

What do people want from an office in a post-Covid world? What made Love Island such a smash hit? What are the physical, emotional and psychological support needs for men with prostate cancer?

Making change

I help organisations understand people and their behaviours, in order to design purpose-driven products, services and cultures. I'm passionate about the power of design in improving people's lives.

What I do



I use online communities and mobile self-ethnography to enable people to share their thoughts from the comfort of their own home and to be reporters of their own world, using video and photos to share the smallest details of their day-to-day lives. 



When circumstances allow, I facilitate conversations in the form of focus groups, in-depth interviews and creative workshops. I'm inspired by having conversations with different people from all walks of life, from Sao Paulo to Sutton Coldfield.



I work on multi-market studies, coordinating with international partners to understand local cultures. I've been lucky to observe focus groups in Seoul, look through people's wardrobes in Beverly Hills and accompany Romanians on a night out drinking in Bucharest.


I work with research and strategy agencies including C Space, MTM, Hope + Anchor, Plural Thinking, PAPA Media and Join the Dots to deliver projects across sectors. Recently I have worked on projects for brands including: 

"Ben is simply one of the best researchers it has been my pleasure to work with. I've engaged him for a range of media related projects where he has been a natural with respondents, engaging them to speak naturally and helping to draw insights beyond the superficial. He is also a first class analyst and communicator - with an exceptional ability to illustrate themes in an intelligent, compelling way."

Nigel Pinto, Director, PAPA Media Research

"Working with Ben was great - he fully understood the brief and delivered engaging and insightful opportunities back to us. He was highly professional and connected well with the users, making them feel at ease, and extracting in-depth responses. The sessions were well-structured, enabling both macro and micro findings."

Adam Roberts, Creative Director (UX), Samsung Design

"Ben has a unique knack for putting consumers at their ease whilst conducting research. From fashion and cars to accountancy degrees, Ben has tackled a range of topics for me as a freelancer - and I have to say our clients always loved working with him and watching him conducting groups and depth interviews, and seeing how he seemingly effortlessly got consumers to open up and talk about their worlds." 

Bianca Abulafia, Head of Insight, Kadence Research

Who I am

Number Eight logo

I have been working as a researcher for nine years. Before that I studied Classics & English at Oxford University, where I explored the values that make different cultures tick and read the myths that shape them.

Ben Coopman

I regularly take formal training - most recently Advanced Qualitative Practice with the MRS, Human-Centred Design with Ideo and Fashion Trends Forecasting at LCF. Books, magazines and podcasts keep me learning too. 

Rugby boots

Freelancing allows me the time to do things outside of research. I facilitate a queer book club, help out the marketing for Fringe! Film fest in East London, and I practise active listening at Switchboard the LGBT+ helpline.