Independent in attitude, ownership and thinking.

We are a contrarian business, at our best when challenging establishing wisdom and pushing thinking forward.

Quadrangle is 100% owned by the people who work here.

This gives us freedom to think for ourselves, without constraints, and we encourage people to use this.

From time to time we will publish our thinking, if we genuinely believe it deserves a wider audience.

What we won’t do is tie ourselves to a bogus promise of brilliant new thinking once a week, every week.

Opposite is a summary of our thinking currently on the site, or coming shortly.

Post-digital Customers research preview (PDF download)

Presentation given to the 2017 Customer Summit by Quadrangle CEO, Ben Skelton.

‘Post-digital Customers’ Report 

The full report on our ground-breaking ‘Post-digital Customers’ study will be published in late 2018.

To request a copy of the Report, please request it by clicking here.

ArticlesComing shortly

A brief history of digital (PDF download)

The Uses of Insight (PDF download)

The Third Wave of Digital (PDF download)

Two dynamics of customer satisfaction (PDF download)

Customers’ concerns about brands’ use of digital.

We asked post-digital customers what they want to say to brands. What we heard took us aback.

People love all the good things that digital has brought. However, there is growing evidence of concerns around the way brands use digital. This goes beyond generic concerns related to digital around privacy, security, data use, etc., though these are linked.

Customers know that digital gives brands loads of information about them. They are reasonably comfortable with this – so long as brands use their information intelligently and well. (The opposite is also true, and there is an important GDPR implication here.)

What increasingly riles customers, though, is when:

  • their information is not well used, or only as and when it suits the brand;
  • online doesn’t work as well as customers know they can and should;
  • feedback is constantly requested (‘it’s important to us’) and not acted on;
  • digital marketing keeps following them around the internet;
  • when they can’t buy stuff without having to give tons of personal data;
  • when personalisation crosses ‘the creepy line’, as Google describes it;
    and so on.

What we realised is that, once you tune into this low-level, background hum of customer irritation, you hear it everywhere, getting louder.