What we do

We help brands understand and, play into what matters to customers.

Our role is to ensure a deep, honest understanding of what matters drives strategy, brand and measures. 

We are experts in customers.

We help decision makers in brand, marketing, insight, customer and strategy functions improve customer and commercial performance.  Our role is to ensure what happens in the business is rooted in what matters to customers.

Our approach: Customer Consultancy
Customer Consultancy is based on a simple, powerful truth: brands achieve their ambitions by successfully delivering what matters to their customers.  This is the basis of our approach, which we summarise as:

Understand what matters. 
Align what happens.
Improve what results.

Our work, whilst varied, centres around enabling decision makers to:

1. Cut through to, prioritise and track performance against what matters.

2. Align strategy, brand delivery and measures with what matters.

We do this for a brand as a whole, or in a specific area, e.g. CEX, drawing on all sources of insight and infilling any gaps.  We have a particular interest in ensuring customer metrics, feedback systems, and tracking programmes are aligned – we know that what gets measured gets managed.

What we do


The five main Services we offer are shown below, along with our Advisory Services.  For each, we provide a brief description and listing of specific areas of expertise.

New Masters designed to complement and enhance our five main Services.

© Quadrangle 2017

We help brands find ways to engage customers, online & offline, in a world where digital has reduced loyalty and driven brand promiscuity


Brand definition



Marketing effectiveness

© Quadrangle 2017

We help brands map £-value, segment customers/ markets, & create insight into what matters that can be deployed to attract & develop profitable customers

Usage & attitudes

Segmentation &   £-value mapping


Loyalty & retention

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We help brands to innovate & develop brand, strategy, product & service propositions around what matters; and to deliver this in the real & digital worlds

Market strategy


Proposition work

Piloting & prototyping

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We help brands scope what matters across customer journeys & touch points; and to design practical solutions that optimise the customer experience

Journey mapping

VoC & customer feedback systems

CEX tracking & consultancy

Investment prioritisation

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We help brands build and run state-of-the-art customer tracking programmes that link  to customer data and are used to improve performance against what matters

Customer tracking*

Brand tracking

Customer value analytics

£-opportunity modelling

*  Including CEX, CSat/ CSI, CVIs and NPS.

© Quadrangle 2017

We offer a range of consulting services to help decision makers capture, deploy and embed an understanding of what matters across the brand

Customer metrics

Customer insight frameworks

Strategy: insight & feedback systems

Capturing tacit knowledge

What we do


Our work leverages Quadrangle’s award-winning insight and research expertise.  It also draws on our 20 years’ experience as a consulting business, helping clients create and implement customer-led strategy.

We have all the core capabilities for Customer Consultancy in-house:

  • Insight, ethnography & cultural
  • Research, tracking & survey work
  • Behavioural sciences
  • Films, photography & customer-curated content
  • Data analytics & small data work
  • Data collection & intelligence gathering
  • Project management
  • Advisory & consulting

We use a range of digital platforms, both qual and quant.  We also partner with a small number of hand-picked partners for more specialist work, including semiotics, BE, neuro and some social media work.


Our clients tend to be ambitious brands in B2C and B2B markets, and the public sector.  We work in the UK, internationally and, increasingly, globally across a wide range of sectors and markets.

Pushed, we would point to the following as our key sectors:

  • Financial services
  • Retail
  • Telecoms & Tech
  • Automotive
  • Travel & Leisure
  • Media
  • Utilities
  • Public Sector

One of the things we have realised over the years is that good ideas transcend market differences.  For that reason, whilst having Sector Leads for each of our key sectors, we encourage our people to work across sectors, so their learnings and thinking are transferred.

Our 7 customer consultancy principles


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