The customer opportunity consultancy

We identify customer opportunities and how to exploit them

  • We use rigorous and creative customer centric research techniques…

  • …that identify opportunities for new products, services and propositions…

  • …which are actionable, de-risk decision making, and allow you to move forward, faster

Featured clients

We collaborate with visionary leaders who want to identify and exploit customer opportunities

  • Amazon
  • Royal Mail
  • Boots
  • ADP
  • Innocent
  • Sainsbury's



Increased propensity to purchase at lower cost

  • Removing ineffective supermarket advertising spend
  • Developing new promotional techniques to drive sales growth
  • Significantly increasing in impulse online supermarket sales

eDreams ODIGEO

Drove strategic decisions for travel products

  • Directly challenging long-held business assumptions
  • Mapping strategic decisions to newly uncovered insights and opportunities
Planning directly against prioritised user needs

RR Donnelly

Future proofed through diversification and customer focus

  • Instilling a ‘customer first’ culture; challenging long-held perceptions of transactional print
  • Engaging a wide number of clients in the new initiatives
  • Providing clear direction for proposition roll-out

Walgreens Boots Alliance

Maintained relevance of local pharmacies in the digital age

  • Understanding drivers for loyalty
  • Uncovering opportunities to uniquely serve customers across all channels
  • Reducing time spent from consultation to medication


We’re a team of passionate consultants, who continually ask questions, try new ideas and use different perspectives.

  • Louise Croft Baker, PhD

    Managing partner

    With a PhD in Psychology, Louise will use her passion to get under the skin of your customers.

    For the last 17 years, Louise has built and led large UX teams for companies including Razorfish, O2, and Betfair. She is a pioneer in her field and frequently speaks at conferences around the world.


  • Christopher McQueen

    Senior partner

    Chris’ innovative and rigorous research approach bring projects to life.

    Chris began his career in 2004 improving the Ergonomics of complex systems and services. His diverse experience ranges from leading the Transactional Banking UX team at Deutsche Bank to consulting for Etsy, Paypal, and Xerox.


  • Edward Croft Baker

    Managing partner

    With a strategic focus and technical expertise, Ed works closely with you to ensure we exceed your expectations.

    Since 1998 Ed has worked both client side and agency side from challenger brands to household names with multi-million pound budgets such as Apple, Innocent and Amazon.



+44 (0)20 7947 4940

  • London office

    12 Melcombe Place
    NW1 1JJ

  • Oxford office

    Chestnut Barns
    OX9 2HU