Our Mission
We’re here to make sure companies get it right — because when they do, everyone wins.
We help businesses understand their customers so they can make better decisions — grounded in reality, not guesswork. Whether it's shaping a service, improving a product, or refining a strategy, we make sure the voice of the customer is impossible to ignore.
Our work cuts through assumptions and vague personas to reveal what people actually need and how they actually behave. We don’t do research for research’s sake. Everything we uncover feeds into real-world improvements that make businesses more effective, more efficient, and more valuable to their customers.
Our results speak for themselves.
We’ve helped startups validate ideas, enterprises reduce risk, and teams get unstuck. Our work has driven product-market fit, improved customer retention, and made services measurably better. We focus on the fundamentals — getting the right information, at the right time, in the right way — so our clients can act with confidence.
From fast-moving startups to global organizations, our clients all share one thing: they want to understand their customers better. We’ve worked with FTSE 250 businesses, non-profits, universities, and innovation labs, delivering sharp, actionable research that makes an impact.
Happy Clients
100%
Our focus on client satisfaction ensures a 100% happiness rate with our services.
experience
8 years
We've been uncovering insights and pleasing customers for almost a decade.
Projects
130+
We've successfully completed over 130 projects, delivering outstanding results.
Clients
110+
Over 110 satisfied clients trust our expertise and exceptional services.
Our Team
One team. One goal: To cut through assumptions and help businesses make the right decisions.
James Lubwama
CEO
Nana Parry
DIRECTOR
Josh McGovern
head of research
Dan Parry
TECHNICAL LEAD
