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Clarity for succeeding in an onchain world.

We help forward-thinking brands onboard the world onchain through actionable, evidence-based consumer insight.

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.​​​​‌‍​‍​‍‌‍‌​‍‌‍‍‌‌‍‌‌‍‍‌‌‍‍​‍​‍​‍‍​‍​‍‌​‌‍​‌‌‍‍‌‍‍‌‌‌​‌‍‌​‍‍‌‍‍‌‌‍​‍​‍​‍​​‍​‍‌‍‍​‌​‍‌‍‌‌‌‍‌‍​‍​‍​‍‍​‍​‍‌‍‍​‌‌​‌‌​‌​​​‍‍​‍​‍‌‍​‌‍‌‍​‌‍​‌‌‍​‌‍‍​‌‍‌​‌‌​​‍‍​​​​​​​​​‍‌‍‍‌‌‍‍‌‌​‌‍‌‌‌‍‍‌‌​​‍‌‍‌‌‌‍‌​‌‍‍‌‌‌​​‍‌‍‌‌‍‌‍‌​‌‍‌‌​‌‌​​‌​‍‌‍‌‌‌​‌‍‌‌‌‍‍‌‌​‌‍​‌‌‌​‌‍‍‌‌‍‌‍‍​‍‌‍‍‌‌‍‌​​‌‌‍​​‌‍​‌​​‌‌​‍‌​​‍​‌‌‍‌‌​‍‌‌‍​‌‍‌‌‌‍​​​‌​‍‌​‌​​‌‌​​‌‍​‌​‍‌‌‍​‍​‌‌​​‍​‌‌​‍‌‌‍​‌‍‌‍‌‍‌​‌‍‌​‌‍‌‌​‍​‌‍​​​‌‍‌‌‌‍​‌‌‍‌​‌‍‌‍​‍‌‌​‌‍‌‌​​‌‍‌‌​‌‌​​‌‍​‌‌‍‌‌‍‌‌​‍‌​​‌‍​‌‌‌​‌‍‍​​‌‌‍​‌‌‍​‌‍​‌‍‌​‍‌‍‌​‌‍‍‌‌‍​‌‌‍‍‌‌‌​‌‍‌‌‌‍​‌‌​​‌‍​‍‌‍​‌‌​‌‍‌‌‌‌‌‌‌​‍‌‍​​‌‌‍‍​‌‌​‌‌​‌​​​‍‌‌​​‌​​‌​‍‌‌​​‍‌​‌‍​‍‌‌​​‍‌​‌‍‌‍​‌‍‌‍​‌‍​‌‌‍​‌‍‍​‌‍‌​‌‌​​‍‌‌​​‌​​‌​​​​​​​​​‍‌‍‌‍‍‌‌‍‌​​‌‌‍​​‌‍​‌​​‌‌​‍‌​​‍​‌‌‍‌‌​‍‌‌‍​‌‍‌‌‌‍​​​‌​‍‌​‌​​‌‌​​‌‍​‌​‍‌‌‍​‍​‌‌​​‍​‌‌​‍‌‌‍​‌‍‌‍‌‍‌​‌‍‌​‌‍‌‌​‍​‌‍​​​‌‍‌‌‌‍​‌‌‍‌​‌‍‌‍​‍‌‍‌‌​‌‍‌‌​​‌‍‌‌​‌‌​​‌‍​‌‌‍‌‌‍‌‌​‍‌‍‌​​‌‍​‌‌‌​‌‍‍​​‌‌‍​‌‌‍​‌‍​‌‍‌​‍‌‍‌​‌‍‍‌‌‍​‌‌‍‍‌‌‌​‌‍‌‌‌‍​‌‌​​‍​‍‌‌

1.Create

2.Connect

3.Captivate

4.Cultivate

5.Calibrate

Our partners & industry associations

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Blockchain Australia Logo
Qualtrics Logo
The Research Society Member Logo
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Dynata Logo
Toluna Logo
Block Survey Logo
Pureprofile Logo
Insights Association Member Logo
Display R Logo
Blockchain Australia Logo
Qualtrics Logo
The Research Society Member Logo
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Dynata Logo
Toluna Logo
Block Survey Logo
Pureprofile Logo
Insights Association Member Logo

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.

Who we are

We are a team of researchers, strategists and consumer experts from leading companies.

Google Logo
Colombia Business School logo
VMLY&R Logo
Mediacom Logo
Ipsos Logo
Kantar Logo

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.