Decisions
Strategy and market research
Research that ends in a decision rather than a deck. Markets, industries and operating environments treated as systems with structure, constraints and dynamics — not as a list of trends.
You are considering a new market and the available research is all vendor marketing.
Pricing was set once and has been defended ever since.
The strategy exists as a slide and not as a set of choices anyone has ruled out.
Two board members hold incompatible views of the same market and both have evidence.
- 01
Structural analysis
Who actually holds power in the value chain, where margin accumulates, what the regulator constrains, and which of those are stable enough to build on.
- 02
Demand segmentation by behaviour
Segments defined by what people do and what they are willing to pay for, not by demographics that happen to be measurable.
- 03
Pricing and risk dynamics
How price moves through the chain, where elasticity actually sits, and what happens to the model under stress rather than under plan.
- 04
Multi-scenario forecasting
Several futures with the assumptions that distinguish them made explicit, so you can watch for the ones that turn out to be wrong instead of discovering it in the quarter's numbers.
- 01
A structural map of the market: actors, constraints, margin and leverage
- 02
Behavioural segmentation with the evidence behind each segment
- 03
A pricing model with its assumptions stated and testable
- 04
Scenarios with named indicators, so the plan can be falsified early
Invariant
State the assumption that would change the answer, then go and test that.
- How is this different from a research house?
- A research house sells the report. We are accountable for the decision it supports, which is why the deliverable includes what would have to be true for the recommendation to be wrong.
- Which markets do you cover?
- UAE and the wider GCC, the CIS, and cross-border cases between them. We work in English, Russian, Spanish and Arabic, which is the practical constraint on where research is worth commissioning from us.
- Can you do this before we commit to a build?
- That is the preferred order. The cheapest architecture decision is the feature you establish nobody wants.
Each one carries what it is good for, what it is proven on here, and the point at which it stops working. We take no vendor commissions on any of them.
- Playwright
- A Node library that launches and drives Chromium, Firefox and WebKit through one API — written for end-to-end tests, equally usable as a scriptable browser.
- Meta Ads
- Meta's auction-based advertising system across Facebook and Instagram, where a campaign buys impressions against an optimisation event and a targeting hypothesis.
Whether to enter, whether to build, whether to keep spending. We would rather hear the decision you are facing and work backwards to what would actually change your mind — because most commissioned research answers a question nobody was going to act on. If the answer is that you already know enough, we will tell you that in the first call.