ENفا
Contact me

ServicesResearch & Direction

Research & Insights

I research how people choose between the options available to them. You get a brief that brings the evidence together and shows what it means for a decision you need to make.

Tell me about your project
When this helps

If this sounds familiar

  • You are considering a new offer or market.

  • You need to understand why customers choose — or overlook — you.

  • You have information, but need a clear direction.

Below the surface

What it can include

  • Market and category research
  • Customer and audience understanding
  • Competitor analysis
  • Review and feedback analysis
  • Insight synthesis and decision briefs
The route

How it usually works

  1. Name the decision the research should inform.

  2. Gather and compare the evidence that bears on it.

  3. Separate what is observed from what is inferred.

  4. Deliver a brief you can act on and revisit.

Related work

Seen in practice

In more detail

When you have a decision to make

You might be assessing a new offer, trying to understand why customers choose a competitor, or deciding which market to explore. If people say your product is expensive, I want to know what they compared it with, what they expected to get, and what they chose instead. The answers can point to a change in the price, the offer, or how you explain it.

In more detail, continued

What I look at

We start with the decision. I look at the sources that can help answer it, such as competitor offers, market data, customer feedback, and the words people use to describe the problem. If we need to hear from customers directly, we can discuss which conversations would help and whether to include interviews in the project.

In more detail, continued

What you get

The brief explains what I found, where the evidence came from, and which questions are still open. Depending on the decision, it can include a competitor comparison, observations about how customers choose, or a shortlist of opportunities to investigate. Your team can use it to make a decision, brief a website or campaign, or choose an assumption to test before committing more money.

Does this sound like the situation you are in?

Tell me what you need to decide

See the work

Services

Other ways forward