44% think they make 1- 5 choices a day

44% think they make 1- 5 choices a day

Choice Matters

ICM Unlimited is an insight agency. We’re passionate about people and the choices they make. So, if you’re trying to influence one of those thousands of daily decisions, we can help. We’ve waged a 25 year campaign to put people’s choices at the heart of decision making.

Join us.

53% ask friends and family before making a choice

53% ask friends and family before making a choice

14% use social media for help when making a choice

14% use social media for help when making a choice

Our Work

Understanding choice means you know how your audience feels, thinks and behaves. And how you can change that.

We help influence choice in three areas. How do you energise your brand and communications? How do you improve your customers’ experience of you? How do you understand and influence citizens?  Explore these below with examples of how we work.

89% think they make less than 100 choices a day

89% think they make less than 100 choices a day

Brands

Brands are the way people simplify choice. We help our clients stand up and stand out.

Customers

They choose you or they don't. We help our clients influence the customer experience.

Citizens

Citizens and stakeholders should be at the heart of public decision making. We can help you ensure they are.

Her Majesty's Passport Office

Why it’s so much easier to get a passport these days

It’s important to Her Majesty’s Passport Office that people have the most convenient, secure and cost effective way to get a passport.

We work with them to improve the user experience of the application process; and to develop new channel, pricing and delivery mixes.

The result? Improved satisfaction and new services. 

Vonage

How more people chose Vonage

When you’re a great quality digital phone brand but with a limited budget, you have to make some choices. We identified a new segment opportunity and helped Vonage completely refocus their offer to the SME and micro business market, tuning the proposition with customers and prospects.

Results are confidential, but let’s just say our clients are delighted.

Business Banking Insight

Choose the right bank for your business

There isn’t enough choice in the business banking market. Together with the Treasury and the Federation of Small Businesses, we run the largest open database of business banking performance in the UK.

It enables any business owner in the UK to view customer feedback on the performance of the main and challenger banks. And choose accordingly.

Get in the know

Aviva

How Aviva helped Britain drive better

An insurer’s brand problem is that people don’t want to think about you unless there’s a problem. But they will choose you if you can be useful in their daily lives. Like helping them drive more safely and rewarding them for it.
We helped Aviva  develop their award winning Drive app, develop a powerful campaign, bust all their download targets and drive (sorry) new business.

Winner of the 2014 Mobile Marketing Awards. Apple’s App of the Week. 200% of download targets.

Get Driving

Three

How Three brought 4G to the people

People are choosy about their mobile phone service. A major network upgrade is visible and time critical. You have to be confident you have it right.
W
e put 20,000 Three customers at the heart of the 4G trial, so they could feel the speed, spot the glitches and update Three daily.

A new way for the brand to engage real time with customers on a critical issue, helping them win Customer Experience Brand of the year 2015. 

Go get some Three

BBC

What Britain thinks of the BBC

The BBC is a public brand: we own it and pay for it. The BBC Trust consults the British public on whether they are getting what they want.
We recently completed a huge public consultation on the BBC, providing robust evidence of where it works well, and the public appetite for change.

Work that’s central to major decisions about the BBC’s future.

"ICM remains our go-to agency for expert consultancy, especially when we’re faced with knotty business problems. The quality of insights is such that we have taken extensive direct action as a result; a prime example is how they are directly influencing our global brand strategy; I regard ICM as part of our team! "

Alison Purcell, Aviva

"Our brief was complex. ICM won our business after a highly competitive pitch process because they could fuse traditional and cutting-edge research methodologies. They truly understood that behaviour change was driven by both the conscious and subconscious. "

Janis Thomas, Creative Content UK

"ICM has helped us not only through providing high quality research, analysis and recommendations, but also in the smart business advice they offer in complex and highly sensitive public consultations. Their work for us is always high profile, and they constantly strive to go the extra mile. "

Georgina Hodges, BBC Trust

"ICM remains our go-to agency for expert consultancy, especially when we’re faced with knotty business problems. The quality of insights is such that we have taken extensive direct action as a result; a prime example is how they are directly influencing our global brand strategy; I regard ICM as part of our team! "

Alison Purcell, Aviva

"Our brief was complex. ICM won our business after a highly competitive pitch process because they could fuse traditional and cutting-edge research methodologies. They truly understood that behaviour change was driven by both the conscious and subconscious. "

Janis Thomas, Creative Content UK

"ICM has helped us not only through providing high quality research, analysis and recommendations, but also in the smart business advice they offer in complex and highly sensitive public consultations. Their work for us is always high profile, and they constantly strive to go the extra mile. "

Georgina Hodges, BBC Trust

Awards

We’re proud of the awards we have won and the accreditations we hold.

Check out our latest below


2015 Best Agency (finalist)

Winner- Agency Group of the Year 2016

Best Company 2016

Winner – MRS Operational Excellence 2015

ISO 20252

ISO 27001

77% make choices based on their gut instinct

77% make choices based on their gut instinct

18% think they make only 1-2 choices a day

18% think they make only 1-2 choices a day


Join Our Team

We’re a group of smart, imaginative people on the forefront of understanding people and their choices.  And as of this year, we’re officially one of the best companies to work for in the UK.

Careers
Academy


We’re always on the lookout for talented people.
If you’d like to join the team

Get in touch

The ICM Unlimited Academy is a year of intensive professional development for recent graduates.
We’re always keen to meet outstanding individuals. To find out more

Get in touch

6% think they make no choices at all!

6% think they make no choices at all!

Meet the Team

Tim
Tim B
Laura
Neha
Lizzie
Nick
Pat
Eulalia
Sarah
Kate
Caroline
Karolina
Amrit
Robert
Seelin
Erica

If you want to influence choice, we should talk.