We help organisations focus strategy development on untapped customer needs and segment profitability. Underlying customer needs are very stable, so in our experience are a rock solid anchor when technology is changing rapidly. “People don’t want a quarter inch drill, they want a quarter inch hole”, said Theodore Levitt in 1962.

We work with you to improve your value proposition by uncovering what makes groups of customers truly different. This provides  better, evidence-based choices about what to do, and importantly what not to do. We can also assist in optimising market, product and branding strategies, enhancing pricing and resource allocation, and helping to create more value for customers, employees and shareholders.