WHAT I DO

Human-centred innovation, strategy and research. I work mainly with innovation consultancies on client challenges across categories, with particular expertise in consumer technology brands.

 

INSIGHT

Qualitative research


Mixed methods research


Expert interviewing


Ethnographic studies


Future trends


Behavioural research

GROWTH STRATEGY

Brand strategy


Business model design


Portfolio strategy


Competitor research


Segmentation & personas


New market entries

PRODUCT INNOVATION

Ideation


Concept development


Business case development


Concept testing & validation


Design sprint facilitation


Product copywriting

 

Portfolio

 
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INNOVATION & PORTFOLIO STRATEGY FOR BANG & OLUFSEN

I led an innovation research project for Bang & Olufsen, seeking to validate product concepts and inform three-year portfolio strategy.

This included a large-scale contextual concept research study testing on prototypes. The findings influenced growth strategy for several major products.

#Prototype #Portfolio #DesignSprint

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DISCOVERING THE CENTRAL INSIGHT FOR "SOUND AS INTERIOR” at B&O

I managed a strategic project to identify brand’s position in interior design and to create a platform for product development.

This involved leading an ethnographic study into couples’ technology and interior design purchasing patterns.

#Ethnography #Innovation #Insight

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DEFINING SEGMENTS AND PERSONAS FOR INSURANCE TECH STARTUP CUVVA

Strategy and research for successful digital insurance start-up Cuvva, during early-stage funding round.

The resulting segmentation model and personas were used for product development and launch marketing.

Cuvva is now one of UK’s most awarded and fastest growing fintech start-ups.

#Personas #FinTech #Segmentation #MarketResearch

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CREATING A BREAKTHROUGH NEW CIDER FLAVOUR

I ran an end-to-end innovation project for a major cider brand.


This included facilitating ideation workshops, concept development and focus groups.

The result was a validated concept of a new cider flavour which resonated with the brand’s target audience.

#ConceptDevelopment #Consumer #FocusGroups #WorkshopFacilitation

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HELPING B2B AUDIO TECH BRAND GREEN HIPPO ENTER A NEW MARKET

Business strategy for global acoustic technology company Green Hippo.

I performed expert interviews and customer interviews as well as re-mixing existing research.

The result was a mapping of the company’s market structure and recommendation on category focus for the USA.

#Strategy #B2B #Interviews #NewMarket

Testimonials

James has championed insights within product management, leading several studies into new products and informing portfolio strategy.
— Petros Belimpasakis, Director Product Management, Bang & Olufsen
James and I worked together at Bang & Olufsen, where we collaborated frequently. During this period, James managed and participated in all phases of early-stage human-centred product development: gathering qualitative and quantitative consumer data, synthesising this into actionable insight, and crafting innovative design directions firmly based on these insights.
— Lara Casciola, Service Designer
James performed a freelance market segmentation exercise for Cuvva in Jan 2015. He delivered the project with a detail oriented, analytical methodology that gave a huge amount of structure and weight to the research, over and above the commissioned outcome. I wouldn’t hesitate to recommend him.
— Freddy Macnamara, Founder, Cuvva
We engaged James on a recommendation for a US market research study. He understood our vague requirements and turned them into a clear and accurate proposal, which he delivered on time and over expectation on.
He had a clear strategic approach and thinking that brought the answers (and questions) into sharp relief.
— Emma Marlow, CEO, Green Hippo