"Not everybody likes licorice, but the people who like licorice, really like licorice" - Jerry Garcia We started Licorice Research Consultancy, to help brands, agencies & companies, big and small, solve their own 'Licorice Conundrums'. We aim to understand how people's experiences with the world affects their outlook and mindset on life. We use that knowledge to deliver strategy, products, & experiences that people crave, love, and are willing to fight for. Even if it's licorice. *"The Licorice Conundrum"* While living in Copenhagen, I quickly found out that Danish people love licorice. Me? Not so much. They wouldn’t stop talking about it. Or eating it. Every day, all the time. I didn’t understand. I couldn’t comprehend. But it made me think. How could something, so weird, so different, so polarizing, be so loved? So, I asked some of them? Why? And they all said, “because it tastes good”. There had to be something deeper, I thought...Because…let’s be real, Licorice just isn’t that good. So the deeper I dug in, the more I realized, it wasn't the licorice at all. Licorice reminded them of their past. Licorice reminded them of home.Bright summer days as a kid in the country, dark winters huddled around the fire. It reminded them of their grandparents. Or that time at the movies with their first love. Eating licorice was reminding them to hold on to the memories & experiences that matter. And that's why the people who like licorice, really like licorice.