Research agency · Birmingham & Athens

Collective wisdom, decoded.

Quantitative and qualitative research, designed and delivered personally by our founders. We turn what people say and do into decisions you can act on.

NEWNow enhanced with AI-powered tools, including DF Decoding Fame.

Talk to the founders Explore DF Decoding Fame

Since 2016

Boutique, founder-led

Birmingham · Athens

Projects across Europe & Asia

Quant + Qual

One team, one view · now AI-enhanced

ESOMAR · EphMRA

Members, working to their codes

Healthcare ● Tourism ● Wellness ● Consumer ● Gaming ● Strategy ● Reputation ●

How we research

Three ways in, one clear answer.

01

Quantitative research

Rigorous quantitative design and analysis, rooted in operational research: samples, models and trackers built to survive the boardroom.

02

Qualitative research

Qualitative depth: interviews, applied ethnography and design thinking, read through social psychology and cultural insight.

03

NEW

Now enhanced with AI

Our latest investment: state-of-the-art tools that combine coding and AI. They speed up the heavy lifting, so our researchers spend more time where it counts: interpretation.

Where we work

Sectors we know from the inside

Each one with its own language, rules and people. We have worked in them for years.

our signature ✦

Brand reputation

Public conversation, measured and explained, with DF Decoding Fame.

See DF Decoding Fame →

Tourism & hospitality

Guest experience, destinations and resorts across Europe and Asia.

Wellness & wellbeing

Retreats, wellness travel and wellbeing brands: what people seek, and what brings them back.

Healthcare: Rx & OTC

Physicians, pharmacists and patients, with healthcare-trained interviewers.

Consumer & FMCG

Shoppers, brands and categories, from concept to tracking.

Gaming

Players, games and channels, retail and online, with responsible gaming at heart.

?→!

Strategy & consulting

Market entry, positioning and growth questions, answered with evidence.

Clients

Trusted for decades.

Brands our founders have worked with, first in senior roles at leading international research agencies and, since 2016, at Kukuvagia, where some partnerships are now ten years strong.

See the full list →

Gaming

Allwyn

Pharma & healthcare

Pfizer · Novartis · Roche · AstraZeneca · Sanofi · MSD +35 more

Consumer goods

Unilever · Nestlé · Procter & Gamble · PepsiCo · L'Oréal +10 more

Telecoms & media

Vodafone · Nova · ANT1 · Star Channel

Banking & insurance

Alpha Bank · Eurobank · Interamerican · Optima bank

Automotive & luxury

Toyota · Chevrolet · Cartier

DF Decoding Fame logo

Our signature tool

What people say about your brand, and what it means.

DF listens to the public conversation, scores it with AI and turns it into a reputation index. With The Wisdom plan, our researchers also read the comments behind the numbers, so you know why it moved and what to do next.

How DF works

“Research is nothing but a state of mind: a friendly, welcoming attitude toward change.”

Charles F. Kettering

our state of mind since 2016

Why work with us

Small by choice. Senior by design.

The experience of a large agency, the attention of a boutique.

  1. i.

    The founders do the work

    No hand-offs to juniors. The people who pitch your project design it, analyse it and present it.

  2. ii.

    Numbers and meaning together

    Quantitative and qualitative under one roof, so you get one story, not two reports.

  3. iii.

    Decades of experience, new tools

    Senior judgement from leading international agencies, now sharpened with AI-enhanced analysis.

  4. iv.

    From Athens to Asia

    Our own fieldwork team in Greece and trusted partners across Europe and Asia.

  5. v.

    Honest, practical, simple

    Insights you can act on on Monday morning, written in plain language.

  6. vi.

    Ethical by default

    ESOMAR and EphMRA codes, GDPR-compliant data handling and a social-business mindset.

Founders

Two Sophias, one passion: understanding people.

Every Kukuvagia project is designed and delivered personally by its founders. You talk to the people who do the thinking.

Sophia Iliopoulou

reads people through data

Sophia Iliopoulou

Co-founder · Quantitative Director

Almost three decades in market research, from Centrum Research and MRB to Cegedim Hellas (now IQVIA), where she was Healthcare Research Director. She leads our quantitative work and the measurement behind DF Decoding Fame.

Trained in Operational Research at the LSE, she is as curious about people as she is about data, and always asks what every number says about the person behind it. Off duty: Pilates, functional training, and cooking and baking to a professional standard.

  • MSc Operational Research, LSE
  • Quantitative design, analytics, tracking
  • Healthcare, consumer, tourism and gaming research
Sophia Dassyra

reads data through people

Sophia Dassyra

Co-founder · Qualitative Director

Three decades in research and management, including Research Director at TNS-ICAP, General Manager at Cegedim (now IQVIA) and senior work at Kantar. She leads our qualitative work and the human reading behind DF Decoding Fame.

Trained in social psychology and now a doctoral researcher in comparative religious studies, and an accredited mediator, she listens for what people mean, not only what they say. Founder of Wisdom School Nepal and frequently on the road between Europe and Asia.

  • Qualitative research, ethnography, interviewing
  • Healthcare, tourism, wellness and gaming research
  • Accredited mediator · MBSR teacher · Gestalt-trained

Let's talk about
your question.

Tell us what you need to know. One of the founders will get back to you within two working days.

siliopoulou@kukuvagia.comsdassyra@kukuvagia.com

+30 693 619 7421 · Sophia Iliopoulou

+977 980 348 9757 · Sophia Dassyra · WhatsApp & Viber

Birmingham

421 Quinton Road West
Birmingham B32 1QH, United Kingdom

Athens

38 Marathonos Street
16673 Athens, Greece

© 2026 Kukuvagia Ltd · Collective Wisdom Agency

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