Kristian Williams

Clarity for succeeding in an onchain world. Protocol Theory is the world's leading consumer research, strategic insight, and behavioral science company dedicated to Web3 and emerging tech. We help forward-thinking brands, platforms, and protocols understand the people shaping the future of the internet—through rigorous, human-centered insights and behavior-led strategy. Whether you’re a crypto exchange, wallet provider, or consumer brand entering Web3, we help you uncover what users want, what builds trust, and what drives adoption. Our proprietary research panel—ProtocolPanel—is the largest and only human-verified insights community purpose-built for Web3. With over 250,000 real, verified participants across the globe—including crypto investors, Web3 users, and crypto-curious consumers—we deliver data rooted in real behavior—not bots, bias, or hype. From segmentation and UX optimization to product innovation, go-to-market strategy, and strategic brand positioning—we give you the clarity to move fast, act boldly, and build what users actually want. Trusted by leaders like MoonPay, CoinDesk, Bitget, and Tangem, our team brings decades of expertise from Google, Nielsen, Kantar, INSEAD, and Columbia Business School to every engagement. We don’t do hype. We do human insight—at scale. Explore our work: www.protocoltheory.com