Your audience told you exactly what they want

And yet, they were completely wrong.

But not because they lied. The thing is desire doesn't live in the part of the brain that answers honestly. Every focus group, every survey, every carefully moderated session yields the sanitised version of what people want. Not the raw, fundamental want that actually drives what they reach for.

Pleasure Codes Plus is built on one single premise: the brands that win know which itch they're actually scratching.

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The Minds Behind the Method

Pleasure Codes Plus is a product of The Mighty Shed , the brand innovation agency behind breakthrough strategies for Fortune 500 and FTSE 100 brands across the food, beverage, and wellbeing categories.

After decades inside the briefs of Starbucks, Coca-Cola, Formula 1, The Macallan, and McDonald's one pattern became impossible to ignore: winning brands aren't the ones with the best product, the biggest budget, or the most rigorous research approach.

They're the ones that understood which specific desires they are actually selling.

We built Pleasure Codes Plus to make that intelligence available beyond one boardroom, one brief, one brand. Every signal in our database is mapped to one of eight territories of human desire, updated weekly, and decoded through the same lens we use with Fortune 500 and FTSE 100 clients. The same method. On your own timeline.

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“The problem with all the trend databases and reports I get is that I can't get my stakeholders across R&D, Marketing and the Board to relate. The examples you share and the way you share them with storytelling makes them sticky.”

Global Head of Innovation Insights, BAT

What's Inside

Pleasure Codes Compass. The field guide trend reports will never be.

Territories of desire. Your brand is already inside one. The question is which ones you haven't claimed yet.

Years of pattern recognition across the world's biggest briefs, housed in one intelligence platform.

Pleasure Code Currents. Where desire is heading inside each territory, before everyone else works it out.

Field guides into human desire. Tuesday maps the thinking. Thursday raises questions you'll still be wrestling with on Friday.

Brand and culture moves, and counting, each one mapped to the desire driving it. New moves arrive every week.

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How it Works

1
Sign Up:

Get instant access for £95/year.

2
Explore:

The Pleasure Codes Compass maps the eight territories of desire. The brand and culture moves show you what's happening inside each one. Start there and see where it takes you.

3
Make it Yours

Find the territory your brand truly owns. Then find at least two more that would stretch your ambition. Take all of it into your next brief, the boardroom, or the blank page.

4
Go All In

Ready to take the intelligence off the platform and build something with it? The Mighty Shed works with brands that are ready to make the kind of moves their audience will feel before they can explain why.

Future Possible