25 September 2026 · 5 min read
Positioning is a bet. Here is how to make a better one
Positioning is a choice about which customers to win and why they should choose you. Treat it as a bet: define the options, test with evidence, commit.
Insights
Notes from client work on better bets and fewer costly mistakes.
4 September 2026 · 5 min read
Marketing due diligence: a practical checklist for investors and boards
Financial due diligence checks the numbers. Marketing due diligence checks whether the customers, market and proposition behind them will actually hold.
14 August 2026 · 4 min read
How to cut your insight budget by a third without losing decisions
Most insight budgets carry spend that supports no decision. Six practical ways to cut research, subscription and agency costs while keeping what matters.
24 July 2026 · 4 min read
Customer Value Audit: MaxDiff vs conjoint, and when to use A/B tests
When to use MaxDiff, conjoint analysis and A/B testing to decide which features to strengthen, simplify or remove, and what each method can actually prove.
3 July 2026 · 4 min read
Win/loss interviews: what prospects won't tell your sales reps
Lost-deal reviews run by sales hear a polite version of the truth. Independent, paid win/loss interviews with decision-makers reveal the real patterns.
12 June 2026 · 7 min read
Churn rate analysis: why customers leave, and the three data sources you already have
A practical guide to churn rate analysis: how to calculate churn, worked examples, and the three data sources you already own that explain why customers leave.
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