STRAT7 launches Customer Centricity Assessment Tool, Path

STRAT7, the global strategic insight and customer analytics group, has today announced the launch of a dedicated customer centricity assessment tool, Path. 

It allows STRAT7 Advisory, the group’s consulting practice, to evaluate the capability of a business to anticipate the changing needs of its customer base, rather than just reacting to change. 

As the latest addition to STRAT7’s expanding suite of tools, Path builds on the group’s extensive experience in advising clients on how to become more customer-centric. From operating model to growth strategy through to customer analysis and understanding.

Path can be used with both existing and prospective clients. It gives STRAT7 a framework to help clients align their near-term reality to the longer-term ambition. The tool charts out the journey to a more customer-centric future, drawing on the unique capabilities offered by each agency within the group.

Barrie Brien, chief executive at STRAT7, says: “While both market research agencies and management consultancies compete on digital transformation briefs, our position as a tech-enabled data and insight led advisory business offers something genuinely different.

“The management consultancies can advise clients on the what but are less provisioned to address the why. By comparison, the MR firms excel at human insight and offer benchmarking, but aren’t set up to follow through with real-world consultancy or delivery. Within this fractured landscape, Path gives us a clear and joined-up proposition for clients, which encompasses both strategy and delivery.”

Path is most typically used by STRAT7 Advisory to give new clients a clear structure for customer-centric business transformation. However, it is equally deployed by STRAT7 expert agencies to provide structure, benchmarking and identification of issues for remedial action within established accounts.

The Path tool assesses businesses on their customer centricity maturity factoring in 50+ dimensions across four areas:


  1. Customer visibility – who they are, where they are etc.

  2. Customer outreach – marketing, sales activity, product innovation etc.

  3. Customer service and retention – customer experience, loyalty programmes etc.

  4. Operating model and execution – inc. culture and aligning vision to external and internal customer needs.
STRAT7 Path Customer-Centricity Majority


Depending on the maturity score across each area, STRAT7 develops tangible transformation plans outlining priority areas to address and in what order. 

Björn Dufwenberg, managing director at STRAT7 Advisory, explains: “Customer centricity isn’t just the responsibility of the insights or the marketing team, so we look at a business holistically. We build strategies to align people, processes and tech through operating model design that will enable and drive behavioural change.

“In our experience working with global businesses, putting insight at the heart of growth thinking can be a real eye-opener. Path can reveal what companies actually need isn’t always what they think they need. As such, it’s a powerful tool for reframing thinking and opening up new conversations around where the opportunities lie.”     

For more information on STRAT7 Advisory click here.


Joe Lockey

Senior Analyst

Joe joined us after completing rotations across our consumer, services and health sectors, whilst gaining exposure to both qualitative and quantitative research techniques.


Alice Hedlund


Alice has experience in customer-centric growth, brand strategy and innovation at global scale. She specialises in brand transformation journeys, bridging the gap between business and brand strategy to create holistic and actionable plans for impactful growth.

Helen Donald


Job Title

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis irure dolor in reprehenderit in voluptate velit esse cilum dolore eu fugiat nulla pariatur. 

Tom Carvell


Tom has a science background with a PhD in Materials Chemistry. He has spent most of his career working on in-house front-end innovation where he delivered mid/long term strategic projects for brands such as Durex, Scholl, Veet and KY. He is focussed on delivering pragmatic but provocative innovation strategy for CPG categories.

Manick Pratheeban

Senior Principal

Manick is a brand strategy and consumer insight specialist with 15+ years’ experience helping to grow some of the world’s biggest brands. He has a proven track record of translating trends, consumer, and market data into actionable insights to formulate growth strategies.

Kate Jones

Senior Principal

Kate has over a decade of experience in creating transformative strategies for customer-focused businesses. With a background in consumer insight and behaviour change across consumer health, packaged goods, leisure, banking and other sectors she focuses on elevating the customer experience to create human-centric innovations and foster impactful growth.

Jacob Gascoine-Becker


Jacob specialises in leveraging consumer research to inform investment strategy and business case development. A management consultant since 2014, he previously spent eight years working in ecommerce and digital marketing.

Ines Achabal

Senior Analyst

Ines is inately curious and creative. She is known for her expansive thinking when exploring client challenges and elevating the visual quality of outputs to maximise their impact.

Helene Mills


Helene has 20+ years’ experience advising business leaders and investors on growth strategy based upon consumer and market intelligence. Her particular specialism lies in leisure, retail, food and beverage sectors.

Helen Donald

Helen Donald


Helen has consulted businesses at different stages of growth across a variety of sectors, specialising in consumer packaged goods and consumer healthcare. She is an adept strategist, bringing clarity to the most complex of situations and connecting dots to create rich, future-proofed platforms for innovation, brand positioning and growth.

Allan Chen STRAT7 Advisory

Allan Chen

Senior Principal

Allan’s core skillset provides an analytical and commercial lens to address client challenges. He started his career as an actuary, and since then has held a broad range of strategic roles, improving performance across the private and public sector.


Björn Dufwenberg

Managing Director​

Björn has 15+ years’ experience in insight-driven transformation, across management consulting, as well as brand and innovation agency roles. Most recently he headed up the Customer-Led Transformation practice at PwC Sweden, until joining STRAT7 in 2021. He’s worked on global projects covering consumer goods, durables, spirits and beverages, retail, banking, and private equity.

Kamilla Dala

Senior Principal

Kamilla has 10+ years’ experience leading and implementing insight-driven transformation within global matrix organisations in durable and consumable goods. Areas of expertise cover segmentation, uncovering and translating actionable consumer insights within innovation, product development, brand positioning, strategy and marketing.