Who We Are
At Humanise, we’re driven by curiosity and a belief that real customer truths change everything. We’re down-to-earth people who want both clients and customers to come out as winners — because the best ideas live where those worlds meet.
Lynne Barcoe started MumPanel back in 2007, while working in marketing. She spotted the gap between how brands thought parents lived and what daily life was really like. Rather than going through two layers of agencies and databases, she went straight to the source — listening, observing, and spending time where real conversations happen.
Paul Coleman is a BAFTA-winning storyteller. He co-wrote Car Share with Peter Kay and The Power of Parker with Sian Gibson, after early stints in marketing teams at EMAP and BBC and in innovation at ?What If!. He’s brilliant at weaving humour, nuance, and clarity into the most complex of subjects.
Lynne brings decades of expertise in qualitative and contextual insight and community understanding, while Paul brings the craft of storytelling and a knack for making sense of the messy, human side of life.
Together we have been shaping insight and strategy for global brands for over 20 years, across all sectors. We combine analytical rigour with creative spark. It’s a partnership built on different strengths but a shared purpose: to uncover truths, bring them to life, and make them matter.
And yes — we genuinely love what we do.
Think → Clarity
Strip away assumptions. What do customers actually want, not what you expect them to want?
Like a → Insight
Step into their shoes. See the world as they do. This is empathy in action — the human truths that change decisions.
Customer → Action
Design outcomes that make people feel seen, valued, and progressing. Because when customers thrive, businesses thrive.
“Humanise’s insights provided a clear understanding of our customers and how their lifestyle is changing in the digital world. the Humanise team are brilliant at seeing patterns of behaviour and spotting new trends”.
- Bauer Media
“I would highly recommend working with team at Humanise. They understood the brief and what we were trying to achieve, collaborated with me to make it fit in our budget and to our timeline, and demonstrated their expertise in working with the family consumer market - a niche sometimes difficult to access”.
— Denise Namakando, Managing Director, Dote
