Market understanding
Early intelligence on market disruption – so you can adapt strategy before change becomes obvious
The world doesn’t stand still. Neither should your strategy.
Unexpected disruptors. Shifting consumer needs. Changing habits. New markets. It’s harder than ever to keep up. Without deep understanding of your category, your customers and your competitors, you risk losing market share or stifling growth.
We help you cut through the noise, so you can confidently grow your share and tap into new markets, backed by insight.
Why it matters
“In increasingly competitive markets, good insight isn’t just helpful – it’s a catalyst for success. We’re here to turn knowledge into action, helping you make better decisions. Whether it’s shaping strategy, spotting untapped opportunities or influencing senior stakeholders, we’ll support you to transform insight into tangible market leadership.”
Alicia Myers, Market Solutions Lead
Alicia Myers,
Market Solutions Lead
How we help you spot opportunities
Mapping your market
Disruption is the new normal. Market trends shift fast, and consumer needs evolve in real time. We help you map out your competitive landscape and overlay it with rich consumer insight to identify the gaps, spot new opportunities and guide smarter decisions.
- Immersive stakeholder workshops: Get immersed in market data and define where and how to play.
- Social listening: Uncover emerging trends and anticipate shifts before they hit mainstream.
- U&A research: Understand usage and attitudes, and tailor your strategy to real behaviours and needs.
Understanding category consumption
Why do people buy? It’s rarely a simple decision. We help you get closer to real purchase behaviours – how, where, when and why consumers choose what they choose – so you can tailor your offer to better meet their needs.
- Consumption diaries: Understand how products are used and consumer, informing NPD.
- Accompanied shopping trips (in-person or virtual): Capture real-time decision-making, choices and barriers.
- Key drivers analysis: Pinpoint the factors that most influence buying decisions.
Uncovering hidden needs
Sometimes consumers can’t tell you what they really want or don’t even know it themselves. We bring together advanced techniques to get beneath the surface and identify unmet needs that create space for new innovation.
- Ethnography: Observe customer behaviour and environments, in-person or using user-generated content.
- Semiotics: Decode the cultural signals shaping perceptions and brand choices.
- Implicit response testing: Measure subconscious reactions and associations, with brands, products and categories.
- Trends research: Identify future opportunities and threats to stay ahead of the curve.
Market Map
Our Market Map solution is designed to help you uncover new opportunities by combining rich data with actionable insights. Whether you’re exploring new markets, expanding your product range, or understanding your competitive landscape, Market Map equips you to make confident, data-driven decisions.
Market Map offers clear commercial advantages, whether you’re expanding into completely new markets or seeking growth within existing ones, allowing you to:
- Pinpoint growth opportunities
- Outsmart the competition
- Maximise market potential
- Boost ROI on NPD efforts
Case study
Unlocking success in the veterinary supplements market in Italy and France
Real-world expertise, no guesswork.
Our expert team blends proven research methods with innovative approaches to help you see beyond what’s obvious. With our market intelligence services and years of experience working across categories, we help you uncover the opportunities that others miss, giving you a clear roadmap for growth.
Other solutions
We give you the clarity to act with confidence – whether it’s optimising digital experiences, understanding customers and markets, validating new products, refining brand strategy or maximising campaign performance. We turn complex insights into practical actions that drive growth and impact.
Product innovation
Evidence-based validation of concepts and pricing, eliminating guesswork before launch.
Comms & campaigns
Performance insight that predicts responses – driving conversion as well as engagement.
Customer understanding
Strategic insight into customer motivations – helping you influence decisions, not just track demographics.
Brand strategy
Strategic insight into brand perception gaps – so you can strengthen advantages and eliminate weaknesses.
UX & online optimisation
Actionable insight into user behaviour, ensuring every click and interaction is optimised.
Meet some of our clients
