If it’s guesswork, it’s rework.
If it’s guesswork, it’s rework.
Consumer Psychology for Customer-Centric Product Decisions
"We think the customer wants..." - the most expensive sentence in your organisation.
If it's guesswork, it's rework
Your team isn't the problem. They're sharp, they care about customers, and they work hard. But are the tools they've been given actually to understand consumer behaviour? So, they fill the gap with instinct, debate what the customer "might" want, and build on assumptions. You pay for it twice, in rework, misaligned launches, and sprints that miss the mark.
Trusted by teams in
The KTC Programme
(Know-The-Customer)
Embedding consumer psychology, advanced interviewing techniques and insights decoding skills throughout your next sprint or project, so your team produces decision-grade customer evidence leaders can align around.
Our edge: 28 years of consumer psychology and customer discovery, plus agile innovation strategy for some of the largest brands out there.
Worst case, you get clarity.
Best case, you save a sprint.
The GRAMS framework is gold. It strips out the noise and focuses on what really matters in user interviews. Gary doesn’t just teach; he translates complexity into action. Super sharp, super helpful.
Never going back! Gary ran a workshop at our EO retreat and his GRAMS framework was extremely insightful to decode the customer experience for the Startups. Multiple founders are now using his GRAMS framework and are seeing impressive results!
Not only the content was very interesting and applicable, but the session itself had a super clear and engaging structure. In fact, it is so applicable that I have already absorbed the content and used it in a Design Sprint with the team.
The real problem is not effort. It is evidence.
You want to be customer-centric and move fast.
But when a decision matters, customer evidence is not strong enough.
So teams default to:
opinions
hierarchy
“Let’s revisit this in the next sprint”
Result: guesswork becomes rework.
What this looks like
decisions loop
roadmaps shift weekly
random features get built
adoption disappoints
wasted sprints and budget overruns
team burnout, and talent leaves
If evidence cannot win the room, the room wins the roadmap.
Worst case, you get clarity.
Best case, you save a sprint.
Who benefits from the KtC Programme?
Built for B2C organisations where decision speed matters and alignment is hard.
C-suite and Heads
Faster alignment. Fewer decision battles. Clearer priorities.
Product, Growth, Innovation, CX
Stronger evidence. Fewer late pivots. Better adoption confidence.
Research, Design, Data
Better questions. Cleaner signals. Insight that gets used.
Sales and Account Managers
Stronger discovery calls. Clearer customer drivers. Better proposals and handovers.
If your work depends on understanding customers and making decisions that stick, this is for you.
Do you need this?
Tick 2 or more, and you should book the call:
Stakeholders disagree
Key decisions keep looping
The roadmap changes too often
Adoption is uncertain
Research happens, but decisions do not change
Sales calls sound good, but the real drivers and blockers stay unclear
Why now: Every sprint without the customer WHY increases the probability and cost of getting it wrong.
What you get by the end of the sprint or project
This is not another PowerPoint workshop.
This is timely coaching in consumer psychology embedded inside your current work.
You’ll have:
Drivers and barriers to adoption (yes, no, not now)
Advanced interviewing techniques for users, prospects, and internal stakeholders
A repeatable and reliable interview structure and question set
An AI-assisted decoding framework (human reviewed) to group customers by behaviour, not demographics
Clear opportunity areas and target behaviours are mapped out
A behavioural persona map to improve internal alignment and customer language
A decision-ready evidence pack that leaders can finally align around
Compounding value: your team learns an evidence standard they can reuse every sprint or project.
How it works across your next sprint or project
Fits your sprint cadence. No process overhaul.
Step 1. Real conversations
your team runs interviews, we guide
We coach your team to ask questions that uncover real drivers.
Outputs: interview structure, question techniques, evidence capture format
Step 2. Behavioural decoding
AI-assisted, human reviewed
We show you how to decode behaviour into drivers, barriers, and opportunity areas.
Outputs: behavioural groups, adoption triggers, decision signals
Step 3. Clear decision
stakeholder understanding and alignment
We QA the evidence and sharpen the recommendation.
Outputs: sponsor-ready pack and clear recommendation based on consumer psychology.
Why this is different
Most training gives people ideas. Then they go back to work, and nothing changes.
The KTC Programme is different because it is applied to your work and built on:
28 years of consumer psychology and customer discovery
An agile innovation strategy that fits sprint reality
So your team does not just learn concepts. They produce evidence that makes decisions move.
Not sure you need this?
Why not book the call and find out.
You are not committing to anything on the call. You are gaining clarity.
On the assessment call, we will:
identify what is causing the decision loops
pinpoint what evidence is missing
recommend the simplest next step
Worst case: you confirm you do not need us.
Best case: you save a sprint and avoid a costly pivot.
Worst case, you get clarity.
Best case, you save a sprint.
“Do we want to make people want things, or do we want to make things people want?”
Paul Graham - co-founder of Y Combinator
Are you in Offence or Defence mode?
Download the PDF Offense vs Defence Framework and see where your efforts sit:
FAQ
We already do discovery.
Great! This upgrades consistency and decision quality, so discovery actually changes decisions.
Is this training or delivery?
A bit of both (on-project coaching). It’s best done with you on your initiative, so you benefit immediately. You leave with the capability, plus a sponsor-ready evidence pack you can reuse.
What if we can’t secure interviews?
Then it’s not the right time. Interview access is non-negotiable. (We can guide you on how to secure access if needed).
How much time will my team need?
It’s designed to fit within existing sprints. On the call we’ll confirm what’s realistic based on your cadence and constraints.
“It’s not what they drive that counts but what drives them.”
Gary van Broekhoven
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