Who are we?

We’re a customer understanding and analytics agency built to serve Venture Capital and Private Growth Capital.

We enhance your due diligence and deal structuring, support you in evaluating founder business potential, and identify new growth opportunities for you.

We provide tailored leading indicators of growth based on consumer behaviour data not available in the public domain, across geographic markets.

Our proprietary suite of metrics add robustness and power to publicly available solutions used during pre-investment stages of commercial analysis (e.g. TAM, SAM and SOM) and assist you in evaluating the market landscape for existing and prospective portfolio companies.

Simply put, we help our clients by adding rigour to due diligence you perform around the potential market uptake and we take the guesswork out of market viability.

How does it work?

We collect and derive bespoke commercial opportunity metrics, which are better correlated with sales success than publicly available measures.

Our proprietary testing program – Just Forecast – is driven by consumer behaviour data and evaluates specific founder products and services in-market to measure likely consumer demand, and to provide robust forecasts of the opportunity and growth potential they represent. These measures of potential uptake alongside diagnostic assessments are vital in optimising new products and services and informing their market entry for maximum sales and success.

Just Forecast is validated and based on current thinking in cognitive and social psychology, marketing science and behavioural economics. It uses digital testing to assess new product and business concepts amongst their actual target audiences, eliciting responses to the product and its features which are used to model likelihood of trial.

Case Studies

Click on an image below to read about one of our case studies

FINTECH. In the days when people travelled around the world for fun and work, we tested an online FX ‘crowdsourcing’ platform designed to allow travelers to trade their currencies between each other for better prices. The eBay of foreign exchange, so to speak. It showed great promise, until sadly, COVID-19. (We’re keeping our eye on this one though: it’s still full of potential.)

HEALTH & WELLNESS. Our femtech exploration of 2020 mapped a busy and cluttered market of applications for women. We forecast the sector will continue to grow, alongside diagonal categories such as sleep, mental wellness and wellbeing apps. The challenge, however, will be in delivering uniqueness and diversity: current offerings are homogenous and ‘one size fits all’, and there is substantial demand and unmet needs amongst many women, such as those who are perimenopausal or transitioning.
RETAIL. Online subscription services have multiplied in recent years: we tested a fashion subscription service but found that in Germany, Spain and the UK, demand for such services was limited. Though online shopping and interest in sustainable fashion is escalating, the solution may not lie in curated borrowing.
CONSUMER GOODS. In 2016 we tested and forecasted a sharp decline in the sales potential of memory foam mattresses in the UK: driven not by a lack of demand or market fit, but by the combination of market saturation and long product repurchasing cycles
TECHNOLOGY. In a longitudinal test in the US, we established that an innovative domestic air ioniser needed to be offered at a lower price point to attract sufficient market share in 2017. Re-testing in March 2022 identified significant uplift in demand for the product, but not surprisingly, even greater price pressures.
PACKAGED GOODS. Even prior to the pandemic-driven pet ownership boom of 2020, we tested market demand for vegan pet food supplements amongst dog owners and found a clear and sizeable opportunity in the market for vegan brands to leverage, well before vegan became ‘a thing’. (Dogs have always been a thing, and so they should be.) Furthermore, price point sales modelling identified scope in the market and a product positioning that justified a higher price entry point, paving the way for increased profitability without sacrificing growth in market share.

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