Drawing market maps

The market maps we create with each client expose new opportunities for growth. We apply business strategy, market analysis, human behavior understanding and cultural insight, to examine our clients’ market territories in new ways.

Below are examples of approaches we have applied when working with our clients.

Lead practitioners

Instead of traditional segmentations, we identify future customers by combining hard market data with explorative market research.

We talk about lead practitioners, because your future customers are not necessarily the ones that are the most engaged with your products but the ones that will lead the way in the behaviors related to your product and brand.


Whatever your brand or product is, it will be used in the context of a practice. We take a broader view to all your brand’s capabilities. Interrogating current or specific behavioral practices that you believe could open up future markets. To identify actionable and commercially viable practices, we combine existing data assets and explorative research with traditional market intelligence.


We seek to understand how products and technologies add value to the context in which people will use them. We find new avenues within pre-existing, well established contexts, or identify entirely new situations or contexts.


Markets are often described as groups of individuals. We challenge our clients to look at consumers from a fundamentally different perspective. We believe that brands and products find their meaning when they help to create connections between people. We look into connections within families, friends, loose networks, localities and in interest based communities to define meaning.


Brands typically have an idea of which phenomena – such as wellbeing, education or health they want to enable. We help you turn strategic direction into actionable market maps. We dig deep into these phenomena to understand what they mean at the practical level in people’s everyday lives, and what kinds opportunities they enable in relation to and for your business.