About

Genesis: Founder's Thoughts

Consumer Optimisation was born out of frustration. Over two decades of client work revealed a consistent pattern: the tools we had simply couldn’t answer the most important questions.

One moment stands out. In 2010, a CX lead at a major client asked me, “Phil, thanks for the recommendations – but what happens to CSAT if we implement them?” I had to reply, “It’s impossible to say.” After millions in fees, we couldn’t answer the most basic ‘what-if’ question.

That experience triggered a deeper inquiry into cause and effect, perceptions, and the blind spots of conventional analytics. But the problem wasn’t just technical – it was cultural. The insight industry, whether in market research or big data, was more interested in selling than solving. Lazy thinking, shallow analytics, and a reluctance to challenge the status quo made it clear: I wasn’t helping clients anymore. I was helping agencies bill them.

In 2017 I resigned from a London agency and finally found the time to pursue a better way. Building a solution to the ‘what-if’ question took far longer than expected – and still does. It’s been years of unpaid nights, trial and error, and relentless iteration.

I’ve pitched this to global research agencies. Responses ranged from outright refusal to engage, to tepid interest, to open resistance: “This is clever, but our clients aren’t asking for it – and if they did, we’d lose fee income.” That told me everything. If I wanted to make a difference, I’d have to do it alone.

That's when Consumer Optimisation was born.

Values

We believe that meaningful progress starts with shared values across our partners and clients:

• Honesty: We don’t pretend to have all the answers. Not every model fits. Not every challenge is solvable. And not every business problem lends itself to this kind of approach. We tell our clients the truth – even when it’s uncomfortable – because they deserve honesty and clarity, not spin.
• Humility: Much of what we do is built on solid, proven foundations. But we’re not here to stand still. Our R&D projects push boundaries, prototype new tools, and challenge convention – knowing full well that not everything will work. We approach these projects with curiosity, not certainty. We invite critique, embrace complexity, and stay open to being wrong – because that’s how breakthroughs happen.
• Hunger: We’re driven by a relentless desire to discover, refine, and evolve. Whether it’s rethinking a solution, exploring a new sector, or challenging industry norms, we intentionally push boundaries. Our hunger for innovation isn’t for its own sake – it’s about developing and extending what’s possible through Consumer Optimisation.

These values aren’t just internal – they’re central to how we work with others. We seek partners and clients who share this ethos: transparent, open-minded, and committed to progress over posturing.