Sharing
Knowledge that is not client-specific is shared free with our stakeholders and the public.
Our philosophy
Kukuvagia is a zesty research agency built on collective wisdom: the shared knowledge that grows when groups and communities interact. We take sociological, anthropological and cultural theory beyond academia and put it to work on our clients' questions.
Headquartered in Birmingham, UK, with our operations rooted in Athens.
“To acquire knowledge, one must study; but to acquire wisdom, one must observe.”
“The wise never confuse information or data, however prodigious or cleverly deployed, with comprehensive knowledge or wisdom.”
Why Kukuvagia
Kukuvagia was founded in 2016, but its founders have worked with all the major pharmaceutical and consumer companies for decades. Experienced and innovative: a solid background, a clear set of talents, and the energy of a young agency.
A thorough understanding of the Greek pharmaceutical and consumer markets, now extended to tourism and wellness across Europe and Asia.
A wide range of methods, applied in very different contexts, sectors and business needs.
We bring energy and new thinking to every brief, and love what we do.
Every detail checked, every number questioned, every conclusion earned.
The people who pitch your project design it, analyse it and present it.
Our latest addition: AI-enhanced tools that combine coding and AI, including DF Decoding Fame.
An ethical, social business
A bottom-up approach to how we run the company, not only how we run research.
Knowledge that is not client-specific is shared free with our stakeholders and the public.
Profit is reinvested in our community of collaborators and employees.
We optimise and recycle resources and work as paperless as possible.
Incentives support NGOs such as MSF and MDM, and patient associations.
We employ people from underprivileged social and cultural groups.
Credentials
Members of ESOMAR and EphMRA, working to their codes of conduct.
40
interviewers in our fully in-house fieldwork department
20
of them dedicated exclusively to healthcare, Rx and OTC
Founders
the evidence seeker
Co-founder · Quantitative Director
Almost three decades in market research: quantitative analyst at Centrum Research, Research Director at MRB, and Healthcare Research Director at Cegedim Hellas (now IQVIA). From her first questionnaire to leading research teams, she has worked through every stage of a study, from sampling and fieldwork to models and the boardroom.
A self-confessed evidence seeker, she is as curious about people as she is about data. With an MSc in Operational Research from the LSE, she designs the studies, models and trackers that turn behaviour into evidence, and never lets a number go without asking what it says about the person behind it.
Off duty: Pilates and functional training, and cooking and baking to a professional standard, where precision matters as much as in research.
siliopoulou@kukuvagia.comthe contemplative observer
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. Rooted in early studies in social psychology and communication, she is now pursuing doctoral research in comparative religious studies, with postgraduate study at Kathmandu University.
An accredited mediator and trainer for teams and leaders, trained in Gestalt counselling and certified in MBSR, she knows how to make people feel safe enough to say what they really think.
Founder of Wisdom School Nepal, a school for contemplative education and wellbeing, and of a co-working space in Athens, and curator of TEDMED Athens. Years of travel and fieldwork across Asia and the Himalayas give her first-hand knowledge of wellness and tourism on both continents.
sdassyra@kukuvagia.comClients
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.
Gaming
Allwyn
Pharma & healthcare
Abbott · AbbVie · Aenorasis · Amgen · Astellas · AstraZeneca · Bausch Health · Bayer · Boehringer Ingelheim · Bristol Myers Squibb · C.G. Papaloisou · Chiesi · Elpen · Fresenius Kabi · Frezyderm · Gilead · GSK · Ipsen · ITF Hellas · Johnson & Johnson · La Roche-Posay · LEO Pharma · Lilly · Lundbeck · Merck · MSD · Novartis · Novo Nordisk · Perrigo · Pfizer · Pharmathen · Pierre Fabre · Roche · Sanofi · Servier · Takeda · Teva · UCB · Vianex · Viatris · WinMedica
Consumer goods
Chipita · Danone · Delta · Diageo · Essity · FAGE · Ferrero · Kenvue · L'Oréal · Mondelēz · Nestlé · PepsiCo · Procter & Gamble · Tetra Pak · Unilever
Telecoms & media
ANT1 · Nova · Star Channel · Vodafone
Banking & insurance
Alpha Bank · Eurobank · Interamerican · Optima bank
Automotive & luxury
Cartier · Chevrolet · Toyota