We ran competitor and market research for a data consultancy in Oxford, England.

Data Kraken is a business intelligence and data consultancy. It works as a one-stop solution across data collection, data science, data management and delivery, so companies can decide on business insight rather than on instinct. Their own starting point is that accurate data collection is the first step in creating a data-driven business, and that data has to be secure, well structured and cost-effective before anything useful comes out of it.

The company was founded by Gope Walker after years of watching the analytics side of most businesses stand still, and its team works with clients across several continents. Data Kraken Consultancy Limited is registered in Oxford.

The brief was competitor research. We started inside Data Kraken itself: services, pricing, offering and the type of client they serve, because a competitor set is only as good as the reading of the company it is drawn against. From there we identified competitors, the ones Data Kraken already knew and ones it did not, aiming first at companies with the same offering and falling back on close alternatives where none existed.

Once the list was confirmed, we did a deep dive on each company: website, social media profiles, marketing and sales tactics, presence at events and exhibitions, and whether they were growing or shrinking. Six competitor deep-dives were delivered. On top of the desk research we added a mystery shopper layer, approaching competitors as a procurement agency and asking for a quote on a defined project, which is the only reliable way to see real pricing and what sits inside and outside an offer.

The research then widened to the market. We started from the competitors’ own published clients, testimonials and case studies to see whether their audience overlapped with Data Kraken’s or sat in a different segment, and looked for other segments that could use the service.

The 2022 research project turned into a monthly consulting arrangement, and the engagement ran through to March 2024.

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