We are Walnut Unlimited

We inspire confidence with intelligently packaged data solutions

We are Walnut Unlimited
Quality data in real-time

Insight that drives business decisions starts with the collection of rich and robust data; and only when it satisfies both these conditions can it be acted upon with confidence.

We're creative

From telephone and online data collection, to customised reporting and voice of the customer programmes - we've done it all.

We're ingenious

Whilst technology may come out of a box, the thinking that comes with it is often unlimited in scope. 

We're rigorous

Internationally recognised & auditable; our quality and security standards mean a reliable and stringent process is behind every project.

We're trusted

Trust is built on consistency of performance. Our values of generosity, diversity, inclusivity and free-thinking underpin everything we do.

What We Do
Our Capabilities

One technology platform, a multitude of opportunities.

Voice of the Customer

Loud and clear…

Real time voices of customers, employees and market trends dovetail to deliver an holistic business view, effectively presented. It makes the unknown known.
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Bringing people together...

Our dedicated team will manage all aspects of your community; from website design and build through to content planning and engagement.
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There is always something new...

All projects are mobile and tablet optimised to get maximum uptake from folks on the go. Our engaging survey design is as customisable as our flexible launch times.
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This is Bedford calling...

Our experienced and efficient web-enabled call centre conducts everything from fast turnaround polling to niche market and C-Suite data collection.
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Data Solutions

Dive right in...

We use leading-edge technology to deliver nimble, faster reporting. Our in-house creative design and practical approach give our clients a tailored solution every time.
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Voice of the Customer
Loud and clear…

A business is a business when there’s a customer. To listen to your customers is to know them; and knowing your customers is knowing your business.
Your front line employees hear them loud and clear, so the information they can give you about your business is invaluable.
What do your customers say about you? How do they say it and in what context? VoC consolidates these streams to give you that holistic business view.
Real time information in an easy to use bespoke programme means relevant stakeholders are never behind the curve.

Bringing people together...

Our communities are a private space which gets you closer to your customers. Unlike a social media community, members are recruited especially to take part and so responses are considered, constructive and insightful.
We can also offer fast and efficient turnaround on results using a range of research methodologies run through the community.

Want to establish long-lasting and robust customer relationships? An online research community allows you to do so, whilst simultaneously acquiring valuable customer insight in exchange for physical or virtual rewards.

ICM Direct can build a community which is bespoke to your brand and sampling needs, so get in touch to find out how an online community can work for you.

There is always something new...

We have been collecting data online for many years now, and constantly finding better ways to do it is part of what drives us.
We complete hundreds of thousands of interviews on desktop, tablet and mobile devices every year.
With our reaction time testing module, implicit emotional data alongside explicit rational data lets you know what your audience really believes.
Our in-house programming team use new and innovative technologies giving participants an engaging experience, which gives you reliable data.
We have our own proprietary UK panel which, along with our network of partners, means your fieldwork (both UK and international) is in safe hands with us.

This is Bedford calling...

Our company is built on the foundation of trust and quality – it is the bedrock of everything we do. All our interviewers have passed stringent ISO approved training and data security programmes and are subject to on-going monitoring and performance appraisals.
Whether you need a consumer study or a business study, we've covered most sectors and topics since we began collecting data by telephone in 1998.
We conduct thousands of consumer interviews each year from our 120 station web-enabled Bedford call centre. We have a great track record with business to business interviewing too – in fact it has become somewhat of a speciality of ours.
Or maybe you need a hand with a deadline? – We can help by providing manpower to log onto your system to get the job done.

Data Solutions
Dive right in...

A clear view of your data is key. Using our leading-edge technology, you can be creative how you choose to interact with it - ask us for a demo. Our team can work with you to design an innovative 'Voice of the Customer' programme, or any other intuitive online report; showing your survey data alongside your internal metrics gives contextual insight. All online reports have access restricted to agreed users, meaning all your data is secure in line with our ISO 27001:2013 accreditation. Whether you require full data tables, an interactive online report, or the coding of verbatim responses we can meet your data reporting needs.

and security

We are one of only 5 UK market research companies accredited to both:

  • ISO 20252 (the International Standard for Market Research) 
  • ISO 27001 (the International Information and Data Security Standard)

We work to two standards in one integrated Business Management System regulated by continuous internal audits, regular management reviews and comprehensive staff awareness sessions.

We are registered with the Information Commissioner's Office (No. Z5242749) with respect to the Data Protection Act 1998.

We are happy to share elements of our processes and procedures on the completion of a Non-Disclosure Agreement and we welcome audits by appropriate third parties.

No data collected and processed by us ever leaves the UK, except at the express request of the client. Participant data is also never passed on to a client without the participant's informed consent.

We are a Market Research Society Company (MRS) Partner and are proud to carry its FairData mark.

ISO 27001 ISO20252


Fair Data




Diversity and inclusion are essential to business success. As the world diversifies so we commit to diversify alongside it.

A more diverse agency workforce is reflective of a brand’s customers, and can better respond with creativity and innovation as those customers and their worlds evolve.

A more diverse workforce provides the conditions through which that creativity and innovation can flourish.

And by diversifying our skills alongside our people, we evolve our technology to respond to the constant that is continual change.


Winners of five Market Research Operations Awards makes us the most decorated research operations agency since the awards began in 2014


2015 - Operational Excellence

2015 – Best Investment in Interviewers

2016 – Best Data Collection (Online)

2017 – Best Data Collection (Telephone)

2017 – Best Training and Development

What the judges said

“a thorough approach to training and communication with the various teams and experts involved in research programmes” and “clear priorities for quality and speed”.

“wholehearted investment in interviewer training and development” and that “the interviewing team, it’s skills and wellbeing, are at the core of the operation”.

“clearly leading the way in our field’’ – and this is what is was for Admire

“ICM Direct created an innovative interviewing approach using a mixture of algorithms and bespoke training to ensure maximum empathy as well as efficiency.’

“Underpinned by their commitment to deliver on both client and industry responsibilities, with the MRS Code of Conduct, and ISO quality standards at their core.’

Our People

...who make it all possible

Neil Sykes

Neil Sykes
Managing Partner

Neil has worked in most areas of market research operations; from interviewing to coding to programming and processing. He has worked at ICM Direct since 2001 adding quality standards and resource management to his skill set before being promoted to the board in 2012.
Mona Blaute

Mona Blaute
Deputy Managing Partner

Mona joined ICM Direct in 2002 as its first ever project manager, later going on to lead a team of project managers and the telephone operation. She has an in-depth understanding of a client's requirements and our internal feasibilities. She heads our delivery team ensuring your project remains on schedule.
Rebecca Brooks

Rebecca Brooks
Head of Project Management

Rebecca has worked in market research operations for over 10 years gaining experience in diverse sectors from retail, to technology and finance. She runs our project management team; and is our resident specialist in the delivery of Voice of the Customer programmes.

What our clients

Say About Us

ICM Direct provides us with a high quality service and has done so consistently over several years. The team is responsive and we know we can rely on it to deliver on time. Regular communication at all stages of a project keeps us informed of progress and gives us reassurance that we are in safe hands.

Jane Rudling, Managing Director, Marketing Sciences Unlimited

ICM Direct continue to demonstrate expertise around reaching and engaging with difficult reach senior business and HNWI via multi-mode interviewing techniques. One key strength has been to outline and implement a programme of initiatives to better engage with challenging niche B2B and B2C audiences. "A great team to work with."

Hilary Barden, Head of Research, Bauer Media

The ICM-Direct team we have worked with since 2012 on a multi-country program has been great. They are flexible in meeting all of our unique and changing needs, providing creative solutions to support our intensive security requirements in data capture and reporting, as well as high quality phone interviewing. Company management seems very supportive of the team and the program, which is always a positive. I would highly recommend them

Suzanne Battermann, Senior Vice President - Customer Satisfaction and Loyalty, Ipsos RDA

and in numbers...

843,268 Surveys completed
805 Completed Projects
MRS Operations Awards so far
Surveys completed
Completed Projects
MRS Operations Awards this year

Social media

+44 (0)20 7428 7870


Walnut Unlimited, Unlimited House, 10 Great Pulteney Street, London, W1F 9NB

Get In Touch
Contact Us

We would like to hear from you.


Welcome to Walnut Unlimited: The human understanding agency.

ICM Direct has evolved into Walnut Unlimited: The human understanding agency. At the heart of our proposition is a single concept – human understanding –underpinned with no-nonsense science to generate purposeful insights.

We want to help you better connect with your customers and believe these human insights deliver brand growth.

Created by bringing together all four of the Unlimited Group’s insight agencies: ICM Unlimited, ICM Direct, Marketing Sciences Unlimited and Walnut Unlimited we will deliver a new offer which is greater than the sum of its individual parts.

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