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Actionable, usable insights to drive your business forward


  • International
  • Qualitative
  • Quantitative
  • Face to face
  • Client workshops
  • Concept development
  • Brand Positioning


Insight projects I run for clients include:

  • Innovation – Idea generation, Idea/concept screening, Concept development, Claims testing, Concept testing, Range development.
  • Brand – Market landscaping, U&A, Segmentation, Brand development.
  • Communications – Creative / Content testing and optimisation prior to production
  • Menu and food development – from concept evaluation to menu building and pricing
  • Leaky bucket analysis – identifying where clients are losing customers and how to stop the leakage


George Davidson has over 25 years of experience working in and leading some great clientside Insight teams from first direct, Netflix, McDonald’s Burger King, Costa Coffee, InterContinental Hotels Group and Greene King.  George can help other ICG members really deliver high impact proposals and debriefs to clients that help win and retain business.