The 4i Framework
Each case study is structured around our proprietary method
01Interrogate
02Interpret
03Influence
04Implement
Case Studies
Every engagement we take on follows the same 4i Framework — from interrogating the real problem through to implementation that holds under commercial pressure. Here's how it works in practice.
The 4i Framework
Each case study is structured around our proprietary method
A mid-market consumer brand had been growing steadily for three years when growth suddenly plateaued. The internal view was that the category had matured. We weren't so sure the diagnosis was right.
The real problem wasn't category maturity
We mapped every assumption behind the stalled growth thesis. The team had accepted "category maturity" as fact without testing it. When we interrogated the data, a different picture emerged — the category was growing, but with a different consumer than the brand had been targeting.
A generational shift hiding in plain sight
Consumer behaviour data showed a clear generational cohort entering the category with different triggers, different occasions and different expectations. The brand's positioning was speaking past them entirely. The insight wasn't new data — it was a reframing of data they already had.
Reframing the strategic question for the board
The original question to us had been "how do we grow faster?" We helped the leadership team see that the more important question was "who are we growing with?" That reframe changed the investment conversation at board level and redirected budget that had been earmarked for product extensions.
A repositioning strategy built to land
We worked with the internal team to translate the new positioning into a phased communications and channel strategy. We built in clear leading indicators so they could track whether the new direction was working within 90 days — rather than waiting 18 months for sales data to tell the story.
More Case Studies
Each new engagement adds to our body of work. Check back as we publish more case studies structured around the 4i Framework.
Spirits · Market Entry
Entering Africa with confidence, not assumption
A global spirits brand needed to validate its Africa expansion thesis. We interrogated the assumptions, tested the evidence, and delivered a clear go/no-go framework.
Coming SoonDrinks · Brand Strategy
When the brief was wrong
The client came with a packaging brief. We found the real problem was positioning. Reframing the question saved six months and significant investment.
Coming SoonFMCG · Innovation
The innovation that should not have launched
Internal enthusiasm had built momentum behind a new product line. Our insight process revealed the consumer need didn't exist at the scale assumed. A costly launch was avoided.
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