Our Thinking

Where Research, Insight and Communication Meet

Explore original research, analysis, campaign insights and practical communications thinking from across the BFBS Creative team.

From audience understanding and behaviour change to strategic communications, creative production and organisational culture, we share the ideas shaping communications in complex environments.

 

Latest articles

From original research and industry commentary to campaign insights and creative thinking, discover the ideas, evidence and experiences shaping effective communication today.

BFBS Creative article banner titled "Crime Is Falling. Almost Nobody Believes It. Why perception, not reality, is the thing social research has to measure". The article explores the gap between public perceptions of crime and long-term crime data, and what this reveals about behaviour, trust and communication.

Why perception, not reality, is the thing social research has to measure

Crime has fallen dramatically across much of the Western world, yet most people believe it is rising. What explains the gap between reality and perception, and why does it matter for anyone trying to understand public attitudes and behaviour?

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Graphic featuring a partially visible Progress Pride flag with the headline, “The cost of hiding and the freedom to be yourself,” alongside the BFBS Creative logo.

The Cost of Hiding and the Freedom to Be Yourself

Drawing on two episodes of The Culture Colonel, this article explores identity, authenticity and the lasting cost of feeling unable to be yourself. It considers what meaningful inclusion looks like in practice and why belonging must go beyond visible support during Pride.

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BFBS Creative banner showing three uniformed reservists beneath aircraft in formation, with the headline “Seven Years One Brief Sixty Films”.

What Our Longest Client Relationship Taught Us About Video Production

Discover how we turned one brief into sixty films across the UK through audience understanding, creative thinking and long-term partnership.

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Research reports & resources

Insights in brief

Explore the research behind our Audience Understanding and Information Environment reports and what it means for communicators today.