Analysis and commentary on the gap between discovery and validation — in consumer goods, product strategy, and the organisations that build things for people.
256 simulated coffee buyers. One behavioural dimension predicted Amazon's best sellers. It pointed to a product that exists but isn't selling at volume. A testable hypothesis — not a confirmed gap.
Amazon UK's top 16 ground coffees, decomposed into their DNA. The market data, the method, the instrument, and the results — as they arrive. This is how we work, in the open.
256 simulated respondent profiles mapped to Meta Ads Manager targeting parameters. Can synthetic data predict real purchase intent — and make every insight immediately actionable?
Controller = improvement. View = innovation. Model = transformation. A pattern from software engineering that explains how categories evolve — and where most companies get stuck.
How deodorant survived a pandemic, took double-digit price for eight straight quarters, and is now expanding its addressable body surface area to the entire human body.
A $44.8 billion food deal with McCormick. The real story isn't the transaction — it's what happened to the brands over the decades that made it inevitable.
Two scientists. Two philosophies. One corporation that picked the wrong one — and spent decades making products nobody craves. This is the problem we exist to solve.