+ strategy

+ imagination

Yonder is a consultancy that helps clients to unlock opportunity and deliver business impact.

Traditionally, this takes the experience of separate research, consulting and innovation businesses; but it’s the power of this expertise, combined in one team, that creates the momentum businesses need to achieve long-term success.

Yonder was specifically created to meet this need.

Launched in October 2020, we bring together the expertise of four specialist businesses; the award-winning research and consultancy of Populus, the state-of-the-art data capture of Populus Data Solutions, the brand and business strategy of BrandCap, and the insight-led innovation of Decidedly.

Our teams in London, New York and Hong Kong work alongside our clients as partners; helping them to adjust and respond to change as it happens, and to go further with focus.

We are a team of 175 researchers, data analysts, strategists, creatives and innovators based in London, New York and Hong Kong.

Michael Simmonds

Business builder, quiet networker. If not in the office, can be found walking up a hill or following Arsenal. Happiest with his husband, anywhere.

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Manfred Abraham

Fashion lover, hotel connoisseur, Labrador owner and totally gym obsessed. If not in London, most likely down south reconnecting with nature.

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Andrew Cooper
President & Senior Counsel

Quiet thinker. Reader. Big picture. INTJ. ‘Pitiless empiricist’ (The Times). Manchester United, cricket, Spanish food, country music. Family first.

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Gary Muncaster
Chief Client Officer

Michelin guide explorer and fine wine consumer. Fanatical about cycling, family and friends.

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Jo Bergdahl
Principal, Strategy

Colour and pattern enthusiast. Interior design dabbler. Most peaceful on the beach in Cornwall or mooching in Paris.

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Tom Wormald
Principal, Innovation

Proud father. Runner, cyclist and lifelong Oxford United supporter. Curious traveller. Intrigued and inspired by the ingenuity and inventiveness of human beings.

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Ben Lloyd
Principal, Reputation

Best defined by his podcast library – football (West Ham), cycling, comedy, politics, quizzes and chat. Ever the optimist.

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Ian Bramley
Principal, Insight

Rugby watching, tennis playing dad. Normally on the touchline shouting encouragement to his boys or on the road driving his daughter to and from Uni.

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Ed Bolton
Principal, Creative

Naturally curious. Fascinated by the influence of technology. Passionate home cook. Refuses to let go of his 90s drum and bass obsession.

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Bernadeta Wilk
Head of Data Science & Analytics

Data translator, team builder, obsessive pattern-finder. Usually rock climbing, or talking about rock climbing.

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Chris Atkins
Managing Director, Yonder Data Solutions

Sports fan, runner and follower of Aston Villa football club. Happiest spending time outdoors with his family.

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Andrea Layyous
Head of Business Development

Obsessed with all things Scandinavian. Fashionista, wannabe dancer. Hates the countryside, unless it’s Soho farmhouse.

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David Martin
Chairman, Yonder US

Curious social scientist. Endlessly pursuing a better way. Constantly striving to learn and achieve more across all passions including business, psychology, anthropology, photography and athletic kinesiology.

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Michelle Lai
Director, Business Development Hong Kong

Globetrotting glutton, eternal optimist and wellness aficionado. Happiest brewing up new business ideas. Passionate about growth and transformation.

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