Our research, insights, & thought leadership.

Digital collectibles didn’t fail—they just never reached the right audience. New data reveals that 83% of potential buyers have never touched an NFT—yet millions say they would, if the product offered real utility, access, or cultural relevance.

People don’t adopt technologies because they’re allowed to—they adopt them because they want to. In his latest article, Protocol Theory's Head of Innovation & Thought Leadership, Alistair Rennie, argues that the real unlock for crypto isn’t regulation—it’s desire.

In this piece, Protocol Theory's Head of Innovation & Thought Leadership Alistair Rennie explores how behavioral science can help Web3 teams improve user sign-ups, boost conversion, and build trust—by understanding what really drives decisions in the messy middle between intent and action.

Protocol Theory’s rigorous market validation empowered Swyftx to avoid costly investment in a crypto trading feature with limited commercial upside, enabling strategic prioritization of higher-impact initiatives for growth and profitability.

Web3 doesn’t win when people adopt it once—it wins when they keep coming back. In this piece, Jonathan Inglis challenges the industry's obsession with adoption and argues that engagement is the metric that truly matters.

Protocol Theory, the world’s leading consumer research and insights company dedicated to Web3 and emerging technologies, is proud to announce a strategic partnership with BlockSurvey, a privacy-first survey platform trusted by researchers, communities, and brands around the globe.