Build your agile process around the true behaviour, attitudes and needs of customers. Access quick-fire online surveys, individual customer interviews and agile coach support.

Square pegs and round holes

To be competitive in the digital age, more businesses are turning to agile at scale, to respond better and faster to changing customer requirements. Large-scale agile transformation isn’t just about technology. It’s about a new way of thinking - it's more collaborative, more open, more creative, and much more efficient than other business models.

However, a big stumbling block can be trying to fit existing capabilities (square peg) into agile processes (round hole). Insight is a great example.

Can you truly identify the Customer Problem? Or are you making assumptions?

How much time and money do you waste on incorrect assumptions?

Agile requires customers and their needs to be at the heart of everything, from defining the mission to iterative design. The reality is that most insight departments and agencies aren’t set up for agile. We are....

We can support a squad on a specific sprint, or we can be  your in-house Insights Chapter.


We’ve delivered over 50 SME agile innovation projects with real customer insight and testing. 

And we’re nimble...talking days, not months.

It’s not just questions and answers - we do insight through the lens of our proposition development expertise, so we get what you're trying to achieve.


Helping you deliver real customer value through agile


Is your version of agile customer-less?

Put customers at the heart of your agile process

The temptation is to start an agile sprint with desk research and existing data.

But do you really understand the needs of your customers? Or are you making educated assumptions? 

We can help you define your mission with true customer insight, not guesswork.


Our insight methodology has been built for agile


Customer needs.jpg

Day 1 - Initial Workshop

  • With the squad, agree the target audience at a segmented level
  • Explore internal assumptions about the needs and challenges of these customers
  • Plan the insight phase, including key objectives

Insight gathering

  • Co-create key questions
  • Develop the survey structure
  • Identify the best way to reach the target audience
  • Conduct online survey or in-depth interviews...or both
  • Collate and analyse the results



Day 2 - Debrief Workshop

  • Present the results and analysis to the squad
  • Agree problem statements
  • Allocate ownership to actions and confirm next steps


A typical project can be completed within 2 weeks (or days if urgently required), providing you with a clear understanding of.......



Your customers' Needs, Challenges, Behaviours & Attitudes

A set of assumptions that have been validated by customers



In terms of tangible outcomes......

  • Insight pack including detailed results, analysis and recommendations
  • Plan of action for the squad
  • Cross-team engagement and buy-in
  • Confidence that you're focussed on the right problem statements