“Your work was instrumental not only in understanding investors in our key markets, but also developing more effective strategy, communications and products to address their needs. Outstanding, business related solutions that people believed in. Better than McKinsey. More practical. More engaging. More real.” 

Kimberly Hurd, World Gold Council

GAMEMASTER© is a customised insight and capability development programme that helps commercial teams to identify what needs to be done to increase consumer pull and build a Brand-of-Choice.

This programme is typically used when commercial teams are looking to develop more effective growth strategies to improve brand performance, but don't know what consumers want and how best to leverage brand activities to impact market demand.


Through this programme, people will gain:

  • More clarity about how their category works in terms of what consumers value and what competes with what so they can determine what it takes to draw business from the competition.

  • A deeper understanding of the strengths and weaknesses of their brands in delivering what consumers value.

  • An assessment of the role and effectiveness of marketing tools so they will be able to prioritise and focus activities that most impact consumer behaviour and drive better market results.

  • The market-based facts and evidence so they can be more confident to recommend and justify necessary improvements and changes.

  • An objective assessment of market realities, acquire common purpose and internal language so you will be able to align fragmented teams and disjointed actions and agree the best way forward.


The GAMEMASTER© programme works as follows:

  1. We work with our clients typically from three to six months.

  2. You will have access to the partners throughout the programme, we don't delegate to juniors.

  3. We make sure that the right questions are being answered to address commercial challenges through a combination of a) our own investigations, b) in depth conversations and questioning of stakeholders about the issues and their own beliefs, c) review of information and data you share with us.

  4. We agree with you a project identity, including name, so it can be communicated effectively within the business.

  5. We design and execute new consumer research that is needed, typically by blending together best research methods to effectively address the commercial questions and goals. In the research design process, we propose and agree with you, any very specific sampling requirements. And we pilot-test the methodology and measurement instruments.

  6. Before the work is shared with a wider audience, we include an explicit and collaborative step to drill into data, make sure it covers everything that’s needed and together build the story for communication with other stakeholders.

  7. We synthesise the research into decision-making tools, thinking models, maps and frameworks so as to create order, embed the understanding and simplify communication and sharing of information around the business.

  8. We produce principles and know-how for guiding implementation and best execution.

  9. We create films and personal experiences so people get to walk in the customers shoes, can see for themselves the consumer realities.

  10. We design and facilitate engagement and decision-making workshops.

  11. Behind the scenes we bring together trusted associates to create teams of additional expertise, as needed - most frequently in the areas of graphic design, advertising & communications, survey fieldwork, statistical modelling & advanced data analytics.

  12. And we agree in advance how best to guarantee your satisfaction on critical aspects of the project.


Get in touch for a DISCOVERY Session!

If you would like to find out more about GAMEMASTER© and how it can help you raise the game, we would be delighted to arrange a Discovery Session with you. Where you get the opportunity to find out more about us, our programmes and tools, and how we can help you drive better results.