Meet the minds behind the work

“We have a philosophy that you can pretty much change the world with a team of six. If you’ve got the right people, the authorizing environment, strong leadership, and a clear vision, and you’re set on focusing on the outcome, it’s a good start.”

“Increasingly what we see is: support us, augment our teams, help uplift our capability. We talk about applied capability — doing the work while upskilling people in the organisation with the mindset, the tools, and the doing.”

“The complexity is changing, the layers are conflating and becoming one — and perhaps the expectation customers have is: how do we support and help people in decision-making, with policy, operations and experience all operating as a more dynamic system?”

“Brands with higher levels of loyalty outperform their competitors when it comes to acquiring customers, retaining them and maximizing the share of their spend.”

“I think that’s what modern loyalty looks like. It’s about ecosystems — creating an ecosystem where you’re connecting all of the things that matter when it comes to the customer relationship and you’re putting a moat around your customers.”

“If you can’t articulate the value that it’s generating, if you can’t connect it back to a shift in behaviour or a revenue or margin outcome, then you really need to question, is that a good investment?”

“The biggest misconception, if I look at the enterprise space, is that it is all about the tool and only about the tool.”

“The more you invest into AI, the better ROI you’re going to get. There’s no in between, in a way.”

“When you get it right, you’re talking about multiples of productivity benefits — anywhere from five to ten times faster — which even three to six months ago was impossible for us to think.”

“If you don’t have the right articulation of the problem, the chances of the solution being right decrease quite dramatically.”

“If you brief an ad campaign and expect an ad campaign back, that’s what you’re going to get. Now, that may not be the solution to the problem.”

“We’re not beholden to coming up with a solution that’s going to require large-margin production — because that’s not how we make money, and it’s not how we’re inspired.”

A lot of decisions get made without human insight — or you’re trying to scale your head of insights across a whole business. It’s really hard to scale a person.

The primary research you do — the real human truth — continues to fuel the simulation. It’s a living organism, and it’s scalable across the business.

What value can we create by generating insight where it never existed before? The cost is comparable to in-person focus groups — and often cheaper.