Crudge (pictured) has founded the business after working at Nike for the past three years, where she was director of consumer insights. Prior to Nike, she held insight and strategy roles at agencies Karmarama, Flamingo and BBH London.

Speaking to Research Live, Crudge said it is a ‘huge year’ for women’s football, with the Women’s Euro 2025 and Copa America, and the group stages of the Champions League. “It’s a big year across the world and it’s the first Women’s Club World Cup in 2026 and the Women’s World Cup in 2027 and it feels like this cresting wave.”

Based in London, Lunar Insight will operate as a studio, working with a network of researchers.

Crudge said: “I’ve got a network of people across qual, quant, semiotics and social listening that I’ve built up – people who work in football or who have previously worked in football.”

Lunar’s services will focus on three areas initially, one being immersion and inspiration for new brands and sponsors who want to understand the space and audience.

Another area of focus will be deeper dives into audience connection and understanding, including for “established brands in the men’s football space who want to speak to new fans in the women’s space”, said Crudge.

Lunar will also offer positioning and communication insight for brands that are new to the market or speaking to new audiences, to inform messaging.

Crudge added: “I've worked with brilliant agencies and freelancers in football over the years, but they've mostly been men and focused on men’s football, because that’s where the market has been. The market is there now for the women’s game, and I hope Lunar can bring together lots of brilliantly talented researchers to help grow it.”