Sense Worldwide

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Sense Worldwide
IndustryStrategy Consulting
FoundedLondon, United Kingdom 1999
Key people
Jeremy Brown, CEO

Sense Worldwide is a London-based co-creation consultancy. In 1999 it started the Sense Network, described as ‘one of the earliest web-based communities’.[1] It was one of the first commercial practitioners of co-creation [2] and Extreme User Research.[3] It has influenced the development of Nike Sportswear [4] and Habbo Hotel among many others.[5] It has received funding from NESTA. Nesta named Sense Worldwide alongside Lego and Google as one of the 'Open 100' companies that pioneered open innovation.[6]


Sense Worldwide has used co-creation in its work from its inception.[2] Its work in this area has caused it to be listed as one of the NESTA Open 100.[6] It has also pioneered the commercial use of extreme user research, building on the Lead User ideas of MIT's Eric von Hippel[3]

Sense Worldwide introduced co-creation techniques to Nike and continues to work with Nike’s running, sportswear and football businesses.[7] It authored the Discovery Channel report into the lives of young men in Europe.,[8] and it contributes to the Economist Intelligence Unit's reports [9] and the Harvard Business Review[2]

SWW’s recent rebranding of the Young Vic Theatre in London resulted in the abandonment of its sit-anywhere policy and its new strapline, “It’s a big world in here” [8]

Sense Worldwide in popular culture[edit]

No Wax

In London in 2003 Sense Worldwide launched the first iPod DJ night with NoWax.[10] There was no DJ. Instead dancers took turns to play floor-filling music in the night club.[11] Resources for the event were open sourced, and NoWax nights have been staged in cities from Derby to Singapore and Tokyo.[12]

I Heart My Chair

In 2007 the Sense Network was asked to photograph and write about their favourite place to sit. The resulting book, I Heart my Chair, was widely distributed.[13]


  1. ^ Richard Donkin The Future of Work 2010 pp125-126
  2. ^ a b c "A Co-creation Primer". Harvard Business Review.
  3. ^ a b "Want Breakthrough Ideas? First, Listen To The Freaks And Geeks". Co.Design. 12 April 2012.
  4. ^ interview with Nike
  5. ^ Marketing Magazine Agency of the Year 2009 P 23
  6. ^ a b "Archived copy". Archived from the original on 2011-08-30. Retrieved 2011-07-28.CS1 maint: Archived copy as title (link)
  7. ^ Nike interview
  8. ^ a b “Market Research Agency of the Year” Marketing Magazine (9 Dec 2009) P23
  9. ^[permanent dead link]
  10. ^ "No Wax comes to Derby". BBC.
  11. ^ "What's On".
  12. ^ "Digital Citizens: My night as a DJ". BBC News.
  13. ^ "I heart my chair".
  • July 2002, Richard Donkin "Give your creativity a chance to run free", The Financial Times, London

External links[edit]