We quantify human needs to unlock growth opportunities
We partner with B2C companies, non-profits, and public institutions to design offerings that meet human needs.
Uncover the social and psychological drivers of desired customer behaviour. Carve out high-impact market segments. Design products, services, and communications to serve unmet needs.
Ever been in a boardroom where everyone trusts their own gut feeling about what your target audience needs? We bring the numbers.
Discover human-centred solutions to your toughest business challenges
We bring experience from more than 50 distinct markets and at least 15 different industries.
“I want to extend a big thanks to It depends for our recent collaborations. It has been a great experience, with solid learnings gathered from the insights. I have been grateful for their guidance and look forward to working with them again in the future.”
Business strategy
Guiding brand positioning, mapping stakeholder landscapes, assessing market potential, informing customer acquisition strategy, identifying expansion opportunities.
Product innovation
Identifying consumer pain points, building needs-based customer segments, assessing product-market fit, uncovering feature preferences, refining value propositions.
GTM & marketing
Guiding market entry, targeting psychographic consumer segments, informing pricing strategy, A/B testing messaging and campaign assets, tracking brand reputation.
Customer success
Designing bespoke evaluation frameworks, improving customer retention through behavioural insights, locating efficiency gains in current service delivery and customer support.
Advocacy & mobilisation
Professionalising non-profits’ donor acquisition, community-building, and membership growth, demonstrating social impact to stakeholders, powering advocacy and fundraising efforts.
In-house insights capacity
Establishing learning agendas and data strategy, building research repositories and customer insights engines, upskilling and supporting in-house insights teams.
Your boutique consumer insights partner
We left traditional consulting to found the human-centric insights consultancy that nobody else was going to.
Based in a former butcher’s shop in Copenhagen, we help businesses make sense of the human needs that drive consumer behaviour.
Partnering with us means dealing exclusively with trusted senior experts. We plug directly into your team, we move fast, and we execute projects from end to end.
“I’m so relieved to have you here. It’s like having somebody come round to do work on your house, and you just have this feeling that they know what they’re doing.”
Project Lead, multinational manufacturing company
Pick the brains of consumer insights experts, no strings attached
It depends ApS
VAT: DK44107244
Guldbergsgade 57
2200 Copenhagen
Denmark