Bringing clarity to complexity: Aussie strategic insights agency refreshes brand via ABEL

Australian strategic insights agency, Qualie, has refreshed its brand in an effort to position itself as a trailblazer in the research industry, via creative consultancy ABEL, Mumbrella can reveal.

The revitalisation marks a significant milestone in Qualie’s seven year journey, with a commitment to bring clarity to complexity in market research, and close the gap between marketers and consumers.

Qualie was founded in 2017 as an Australian-born and built technology company in the market research industry. It works to “bring humanity back to research by blending the closeness of qualitative insights with the confidence of quantitative data”.

The consultancy boasts a client roster including CommBank, Optus, Breville and Mondelez.

The refreshed visual identity, created in collaboration with ABEL, features a refined mission statement and encapsulates the consultancy’s ethos of helping clients more seamlessly, without the industry’s conventional overcomplicating processes.

ABEL’s co-founder, Nicole Jauncey, said she was honoured to help Qualie “uncover its true potential”.

“We pride ourselves on being similarly down to earth and no fuss in what we do, so there was a lovely synergy from the start with the Qualie team and we can’t wait to join their stable of happy clients on our next research project,” she added.

Ainslie Williams, CEO of Qualie, said: “After years of flying under the radar while building the platform and amassing an enviable client list, it became clear that we had a unique point of view on how to do great research and more importantly how it’s delivered.

“Even my fellow graduates from The Marketing Academy Scholarship had zero idea who Qualie was and what we did so that provided the motivation to get out there and tell our story.

“With ABEL’s creative and strategic genius, we’ve captured what we do for clients – we peel back the layers of complexity to highlight what truly matters – understanding consumers in their own words and focusing on the insights that drive meaningful change.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.