Igniting Change Through Human Stories
A research consultancy specialising in empathetic storytelling methodologies and collaborative workshops.
About Us
C-Lab is a South African fieldwork-based research network that distills insights from real life conversations, for inspiration and strategic guidance for our clients across multiple industries. We believe that the ideas that will make a positive change in the world are formed with a combination of targeted insight and creative problem solving.
Our Guiding Principles
curiosity
We bring a novel approach to research. Using qualitative and quantitative methodologies, we unlock deep personal and cultural understanding of people in relation to specific projects and briefs. We package our work into engaging reports and videos to bring insight to life for our clients.
compassion
Our people-centric approach runs through everything we do. Where empathy is about awareness and understanding, a compassionate perspective goes a step further. Compassion is empathy with a job to do.
collaboration
Together we connect the dots. Using a Design Thinking framework we run projects that embed collaborative ways of working. Starting with the insights extracted from our research, we work with our clients to co-create solutions that address the challenges and opportunities uncovered. Igniting change through human stories.
Our Services
Ethnographic
Research
Insight Analysis
Consumer Segmentation
Workshop Facilitation
Visual Reporting
UX Research
We run projects either in-person or remotely, always ensuring we bring rich insight and clear direction
Case Studies
Below a few examples of our most recent successful projects.
WORKPLACE DYNAMICS
C-Lab conducted remote interviews with Smollan’s people across South Africa and India. The insights from that research identified challenges and opportunities that were shared in global digital workshops. Here, teams co-created concepts to improve the lives and livelihoods of employees.
IMPACT RESEARCH
C-Lab worked with selected Social Entrepreneur's from the FNB SEIL Programme. Through digital and in-person research, we uncovered quantitative and anecdotal evidence of their social impact. Packaged into short videos and reports, the work provided a solid case to boost the investment potential of local social entrepreneurs.
CSI REPORTING
A global tech client working with a local solar power organisation provides communities with renewable energy to promote economic and social growth. We set out to capture the impact that solar power panels and the low cost access to rent stable electricity have had on the local community in Diepsloot.
MARKET RESEARCH
C-Lab facilitated virtual focus groups with respondents in Sweden. The outcome was to understand product usage and gain insight into perceptions around new products for a global FMCG client. Insights from the research were used to inform product development and marketing.
MEDIA & ENTERTAINMENT
Through in-depth interviews, C-Lab uncovered real life South African stories and relatable characters as inspiration for the local entertainment and advertising industries. Real life can indeed be stranger than fiction!
‘STORY-CASTING’
We were commissioned by Steel Production to street-cast people for a photoshoot capturing content for the global image library of social media giant, WhatsApp. C-Lab researched real stories for the photographic team to capture, bringing authenticity and a human-centred approach to the campaign.
Testimonials
Nicole and Helen were absolutely pivotal in running our research project, with speed, energy, and a valued human-centric approach that allowed us to deeply understand the human landscape that we manage. A view that we would never have infiltrated without the help of Helen and Nicole. I am proud to say that the research, finding and subsequent actions from the research has step-changed our business and the way we lead from a Smollan perspective, as well as a Tiger Brands Client perspective.
Aziza Cassim, People Lead Tiger Brands, Smollan
I choose to work with Nicole and Helen because I didn’t know anyone else who was as perfectly suited for the brief and we didn’t know of anyone else that does the work they do, and I can’t imagine there’s possibly anyone else who can do it as well as they do.
Caryn Van Wyk, Founder
Steel Productions
I rate Helen and Nicole highly as professionals. On one level, it's about caring, love, attention to detail, it’s going above and beyond, it’s equally about what they bring as specialists; their lenses, creativity and understanding of people. Whatever insights and platforms they uncover, can be used to create fabulous new things.
Vijit Singh, Managing Director I Wish UK
The real voyage of discovery lies not in seeking new horizons but in seeing with new eyes.
Andre Gide
Our People
C-Lab was founded by Nicole Copelyn and Helen Andrews and we work with a network of talented people globally on a project-by-project basis.
Nicole Copelyn
Research Specialist | Insights Analyst
With over 10 years of experience working at an ethnographic research agency as a Project Manager / Insight Analyst, Nicole has handled many projects brief to delivery for local and global clients such as Unilever, Diageo, Woolworths and many more.
She’s travelled to all parts of Africa to listen to and connect with people of different demographics. With an academic background in Anthropology and Journalism & Media studies it shows she has a deep passion for people, culture and story-telling.
Helen Andrews
Specialist Facilitator | Insights Analyst
Helen's expertise lies in bringing a human-centred lens to the core of organisational decision-making. She is passionate about the power of collaboration to shift group dynamics, unlock fresh thinking and drive positive change within organisations.
With a background in design, Helen is intuitively resourceful and naturally creative and has applied her skills across a diverse set of industries as a designer, trainer, facilitator, researcher, and consultant.
Contact Us
We operate from Cape Town, South Africa, with a global digital footprint.
Nicole Copelyn
+27 71 481 9336
Helen Andrews
+27 79 665 3850