What we do
We combine our world-class consumer insight and Web3 expertise with proprietary, purpose-built research frameworks and global benchmarking data to provide decision-making clarity at all stages of the marketing lifecycle.
Our partners & industry associations
Our thinking
We believe that a more transparent, equitable, and inclusive future for humanity is not only possible, but necessary. We exist to give pioneers of this future the clarity and confidence to build a better, fairer system, enabled by Web3.
Who we serve
We work with crypto & Web3 brands across a range of key verticals seeking to leverage Web3 to unlock new sources of growth and customer loyalty.
Cryptocurrency Exchanges
We help exchanges understand what drives user choice and loyalty, identify barriers to entry for new users, grow their customer share of wallet, and determine the key factors that influence trust and satisfaction in their platform.
Protocol Foundations
We work with protocol foundations to help them evaluate the community's understanding and perception of the protocol, identify gaps in user adoption, measure the effectiveness of community outreach and education efforts, and ultimately drive both user and development activity.
Crypto Custody and Wallet Services
We partner with crypto wallet and custodial service providers to evaluate consumer perceptions of security and trust, optimize the effectiveness of existing user interfaces, and understand customer preferences and trade-offs for new features or services.
Crypto Consumer Apps
We provide insights into consumer perceptions, attitudes and usage behaviors for crypto-related apps and product developers, helping them to optimize the customer journey and user experience, identify areas for product improvement and market positioning, and develop effective pricing strategies.
Web3 Gaming
We collaborate with Web3 game developers and studios to help enhance player engagement and satisfaction, understand what drives player loyalty and in-game spending, optimize the gaming experience to meet player expectations, and benchmark UX metrics relative to competitors.
Venture Capital & Investment Firms
We partner with crypto VC and investment firms to help them validate investment theses with primary consumer data & insight, identify emerging trends and investment opportunities, and evaluate or enhance the potential success of portfolio companies.
Crypto Media Publishers
We help crypto media and publishing companies understand audience interests and preferences, evaluate the effectiveness of different content types, quantify the ROI of their sponsorship and advertisement offerings, and develop novel strategies increase engagement and readership.
Web 2.0 Brands
We assist non-crypto native Web 2.0 brands to understand the consumer perception and readiness for blockchain and crypto integration, identify potential new revenue streams and market opportunities, and guide successful entry into the Web3 space with tailored consumer data and insight.
Who we are
We are a team of researchers, strategists and consumer experts from leading companies.
Our leadership team
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Jonathan Inglis
Managing Director
Jonathan leads Protocol Theory as Managing Director, having founded the company with the vision of accelerating the transition to a more transparent, inclusive, and equitable future enabled by blockchain and Web3. Prior to founding Protocol Theory, Jonathan was an Associate Director at Kantar and Managing Director at Rethink Research. He also taught and conducted academic research in marketing and consumer behaviour at Melbourne Business School, Columbia Business School, and INSEAD. Jonathan holds a Master of Marketing and MBA from Melbourne Business School, which included the completion of several PhD subjects at Columbia Business School on international exchange. He completed his research thesis on consumer product preferences in the context of conflicting product information, for which he received First Class Honours.
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Alistair Rennie
Head of Innovation & Global Thought Leadership
Alistair is Protocol Theory’s Global Head of Innovation & Thought Leadership, bringing 25 years of expertise in insight, strategy, and innovation. He excels in linking macro trends, consumer behavior, and commercial objectives to generate fresh perspectives on existing challenges, and solid foundations for new opportunities. Prior to joining Protocol Theory, Alistrair was Head of Strategy & Innovation in financial services in London and led global research at Google, including the ‘Messy Middle’ marketing model. In New Zealand, he was Easy Crypto’s Head of Strategic Insight and a Business Director at TRA (The Research Agency). Now, at Protocol Theory, Alistair is deeply engaged in advancing innovation and thought leadership in the web3 space.
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Alison Goss
Head of Strategic Insights
As Head of Strategic Insights, Alison bridges the gap between insights and strategic execution to solve ambiguous business challenges and drive customer-centric growth decisions. A progressive thinker, Alison intentionally challenges conventional wisdom, focusing on determining the best path forward by sourcing the right information. With a decade of diverse strategic insights experience, most recently as a Research Director with Ipsos Corporate Reputation, Alison delivers straightforward and accessible business solutions. Her experience across commercial and government enterprise allow her to make sense of complex issues and then anticipate future challenges and opportunities for growth.
A lifelong learner, Alison holds a Bachelor’s in Exercise and Sports Science and will complete her MBA from Melbourne Business School this year.
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James Mok
Head of Creative
As Global Head of Creative, James works with external marketing teams and senior stakeholders to build powerful brands and compelling communications strategies that drive sustained growth. James has extensive experience as a Chief Creative Officer, Strategy Director and Managing Director at several of the world’s leading creative agencies including VMLY&R, Saatchi & Saatchi, and FCB. Throughout his career, he has received international recognition for advertising effectiveness and creativity across a range of sectors including telecommunications, FMCG, social services and retail. As the world continues to morph, James’ teenage kids help him stay in tune with what's going on in all things tech and pop culture. For James, staying curious and asking stupid questions unlocks the future.