Tailoring messaging and optimising product positioning with strat7.ai


Through deep-dive analysis of consumer sentiment and emotional drivers, using strat7.ai, our client reimagined its product positioning and uncovered new market opportunities.

The Challenge

Our client, synonymous with some of the best tech software products in the world, has long adopted a strategy of localisation in its international marketing efforts, taking into account cultural nuances in order to best position and communicate their value propositions.

For this project, they wanted to know how best to advertise their core product offerings to audiences in France, Germany and the UK.

In order to do this, they needed to know how people – specifically small business owners – were using their products. More specifically, what were these individuals able to achieve because of these products and what were the emotional benefits they gained?     

We extracted 1000’s of reviews, social and blog posts, and used topic modelling to uncover new product use cases and identify emotional hooks.

Laddering up

To understand the best levers to pull across their key products, we needed to know what people were saying about them. Fortunately, people had been very vocal online about their experiences using the company’s software. This provided us with a readily available and valuable source of insights that we could tap into across all three markets.

As such, we were able to quickly dive in and extract thousands of reviews, social and blog posts for each product as well as a list of key competitors. Once we had cleaned and organised the data, we ran it through a bespoke topic modelling using strat7.ai to help us uncover organic themes for each product.

These were often related to their specific use cases but we also found a number of emotional benefits. For example, we could see a lot of mentions around the functional uses for one of its products. However, in the same topic, we also saw many mentions of the word ‘time’. Upon further inspection, we could see all the ways in which the tool saved small business owners valuable time, giving them more space to solve complex problems in the business.


Cutting through the category

We were also able to add some supervised analysis for each product as we had a list of all the key use cases. We could then size these according to sentiment and benchmark against competitors, allowing us to see exactly where our client was performing well and where it wasn’t in relation to the category.

Finally, what was particularly powerful about this project was uncovering the consumer language. This really helped us frame our strategic recommendations with the consumer in mind and provide tactful clues on how they should sound.



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.