Our focus is simple: to understand what makes consumers tick and then use these insights to help our clients drive growth and profitability. We focus on the three questions central to business success:

  • Where to play
  • How to win
  • How to keep winning
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What’s In A Name: How defining ‘craft beer’ is a tricky business

Defining ‘craft’ in a way that is relevant and meaningful is a challenge and, if Nick Miller is to be believed, a potential waste of time. Corporate giants were caught off-guard by the growing popularity of craft beer in recent years and are scrambling to catch-up – usually by buying small independents.

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Segmentation – part art, part science

Since its development in consumer goods in the 1960s, segmentation has become a core tool in the marketer’s toolbox and the cornerstone of good marketing strategy – and at the heart of what we have done for clients since the business was founded.

We know there is nothing to be gained by making segmentation too complex to be actionable. Analytical rigour must be balanced by good judgement and a healthy dose of pragmatism to determine the framework that make sense for an organisation.

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Our Consumer clients represent major global and UK Corporates.






SAB Miller

Molson Coors


Decision Architects has been a key partner for us in unlocking the power of our U&A study. The excellence in analytical skill and the pragmatic approach to the speed at which we have needed to answer key business questions has been exceptional. Their ‘real’ passion for our brands has made it a pleasure to work with the Decision Architects team.
Head of Brands Marketing – Consumer Goods Manufacturer

Our working relationship with Decision Architects is long standing and value adding; their consulting practice has worked alongside us to develop impactful content that has been used to inform Senior Stakeholders in the business, whilst their training practice has helped us to develop engaging programmes for all levels of the organisation.
Marketing Capability Manager, – Multinational Brewer

Decision Architects has brought incredible depth and clarity around actionable segmentation that enables action to drive our business results
Director Marketing and R&D – Consumer Goods Manufacturer


Our focus is simple: to understand what makes consumers tick and then use these insights to help our client’s drive growth and profitability.


We have developed a way of viewing the world, an over-arching approach which we call the Consumer Pathway and we have invested in the skills toolset to manage this pathway from idea creation to strategy implementation.


Decision Architects focuses on what matters most to our clients. We apply intelligent research, consultancy and data science skills to address your key business questions.



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