01 / New offer
“We’re launching. Who should we reach first?”
Find the people with a reason to try it, the alternative they use today and a sensible route to early demand.
Strategy starts
with a choice.
- 01Who should you reach?
- 02Why would they choose you?
- 03Where should you focus?
We bring research on human behaviour together with customer and market evidence to turn those questions into a practical marketing plan.
The useful question
What should we do first — and what can wait?
Who this is for
For founders and marketing teams shaping a new offer, entering a market or rethinking where to invest.
When strategy helps
When the options multiply,
but clarity doesn’t.
You do not need a perfect brief. These are the kinds of decisions we can help you work through.
02 / Scattered effort
“We’re doing a lot. What’s actually worth doing?”
Connect activity to the audience, the commercial goal and the capacity the team really has.
03 / Changing market
“Our old message no longer fits.”
Revisit what people need to understand and where the offer is genuinely different.
What we can work on
The choices behind
your marketing.
We agree which of these questions your project needs to answer. You can start with one decision or build a connected strategy.
-
01Audience & market
Who has a reason to choose you?
Understand buying situations, unmet needs and the alternatives people use today. Choose which customers and markets to prioritise.
-
02Positioning & value
Why you, in their situation?
Define the value of your offer, its place among alternatives and the evidence that makes the promise credible.
-
03Brand & communication
What should people understand?
Set the direction for your brand and messages: what to say, which arguments matter and how to keep the story consistent.
-
04Channels, content & SEO
Where can you earn their attention?
Choose the role of search, content and other channels along the buying journey, based on customer behaviour and your resources.
-
05Launch & customer journey
What helps people take the next step?
Plan the route from first interest to purchase and early use, including the questions and uncertainties at each stage.
-
06Priorities & measurement
What happens first — and how will we judge it?
Turn the direction into an action plan with owners, resource needs, measures and decisions to revisit.
What you leave with
Clarity you can
put to work.
You receive a strategy document and an action plan your team can use: the evidence behind the choices, what to do next and how to review progress.
- A shared diagnosis
- What is happening, what may explain it and which assumptions still need checking.
- An audience and situation map
- Who has a reason to choose you, in what moment and against which alternatives.
- Decisions with trade-offs
- Your positioning, message and channel choices, with the alternatives considered and the reasons for each priority.
- An actionable roadmap
- Actions, owners, resource needs and review points, with measures connected to your business goal.
A look at the output
A recommendation should
show its working.
The useful part is more than a line saying “target this audience”. It shows the alternative, the uncertainty and the evidence that could change the call.
Illustrative decision · fictional product
A compact coffee grinder is ready to launch.
The team needs to choose who the first campaign should speak to. “People who love coffee” is too broad to guide the message or the media plan.
This is a demonstration of a possible decision note. It is not a Cognitigence client project, completed research or a performance claim.
Decision note · example01 · First audience
The product: a compact home coffee grinder, ready to launch.The question: who should the first campaign speak to?
People replacing pod coffee at home.
A working direction, not a conclusion — it holds only if talking to buyers confirms the need and the price.
- Left out, for nowEnthusiasts who compare grind settings and burr sizes. They buy on detail the product cannot yet prove, and each sale costs more to win.
- What would change our mindInterviews showing pod drinkers do not miss fresh grinding — or a cost per sale that only adds up with the more expert audience.
- What we would do nextPut one concrete promise in front of this audience, run an alternative beside it, and judge both on qualified enquiries rather than on how many people saw them.
How we work
From evidence
to a plan of action.
Psychology and sociology help us explain attention, trust and choice. We assess how the research fits your situation, then use customer and business evidence to decide what to do.
What we look at
- Research
- Published work in psychology, sociology and marketing
- Customers
- Conversations, interviews and watching people choose
- The market
- Competitors, alternatives and what people search for
- Your data
- Your business, website and product numbers
-
01Frame
Frame the decision
Agree what must be decided, who will use the answer and which constraints matter.
-
02Examine
Examine what we know
Review relevant studies alongside customer conversations, market signals and your data. Separate what we know from what we need to check.
-
03Choose
Choose, and explain why
Develop explanations, compare realistic routes and agree the choices with the people responsible for putting them into practice.
-
04Plan
Plan what to test next
Set actions, owners and review points. Choose a test or observation that can help assess the direction and decide what to adjust.
Before we talk
A few useful answers.
01 We already have a strategy. Can you work with it?
Yes. We can start with the decision it is no longer helping you make, then review the relevant assumptions and evidence. The existing work remains an input, not something to discard by default.
02 Can this focus on one problem?
Yes. A product launch or one difficult audience choice can be a defined piece of work. We will agree the question, inputs and output before starting.
03 What will you need from us?
Your goals, existing plans, offer, relevant data and access to someone who can agree the direction. Together we identify what is already known and whether customer interviews or other research are needed.
04 Will you also implement the strategy?
Yes. Depending on the plan, we can develop your messaging and content, build a website in Webflow or Astro, shape SEO priorities, work on measurement or improve SaaS onboarding. We agree the deliverables and responsibilities for implementation separately.
05 Does strategy include new customer research?
We start by reviewing the evidence you already have. If a decision needs new research, we agree the question, method, participants, timing and cost before proceeding.
06 How long will it take, and what will it cost?
That depends on the decision, what is already known and the evidence still needed. After an initial conversation, we can define the work, outputs, timing and fee.
From the Cognitigence blog
Explore the thinking
behind the work.
AI image 
AI image 
AI image A good next step starts here
What needs a decision?
Tell us what your team is trying to choose. We can work out whether strategy is the right next step.