The Thinking

Quadrangle's thinking on customer strategy, brand, and what it means to genuinely understand your customers.

The premium is the proof: why B2B buying was never purely rational
Customer UnderstandingOctober 2026

The premium is the proof: why B2B buying was never purely rational

B2B buyers pay a premium for partners they believe are worth more. Ben Skelton on what that premium buys and why it is the best evidence of value.

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Every B2B buyer has at least four different audiences they need to please
Customer UnderstandingOctober 2026

Every B2B buyer has at least four different audiences they need to please

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Customer Understanding

Why Having a Terabyte of Customer Data Simply Helps You Be Spectacularly Wrong, Faster

August 2026
From data delivery to decision
Customer UnderstandingAugust 2026

From data delivery to decision

You can have all the data in the world and still misread what customers value
Customer UnderstandingAugust 2026

You can have all the data in the world and still misread what customers value

The empathy gap: when you have the data, but not the understanding
Customer UnderstandingJuly 2026

The empathy gap: when you have the data, but not the understanding

Why understanding what customers value is the new game in town
Customer UnderstandingJune 2026

Why understanding what customers value is the new game in town

When AI owns the discovery, the relationship is all you have left
Customer UnderstandingMay 2026

When AI owns the discovery, the relationship is all you have left

You've optimised for efficiency. But now, your customers feel like numbers.
Customer ExperienceMay 2026

You've optimised for efficiency. But now, your customers feel like numbers.

Intentional loyalty: your best defence in an AI-driven marketplace
Customer ExperienceMay 2026

Intentional loyalty: your best defence in an AI-driven marketplace

Brands have known what customers want from loyalty for a decade. Acting on it is the hard part.
Customer ExperienceApril 2026

Brands have known what customers want from loyalty for a decade. Acting on it is the hard part.

More than marketing: where nostalgia creates real value for brands
Brand & PropositionApril 2026

More than marketing: where nostalgia creates real value for brands

It's ok to talk about women
Customer UnderstandingMarch 2026

It's ok to talk about women

Safety, value and instinct: what's really driving the UK car market?
Customer UnderstandingJanuary 2026

Safety, value and instinct: what's really driving the UK car market?

A new era for brand strategy and planning
Brand & PropositionSeptember 2025

A new era for brand strategy and planning

Meet the new masters: the changing face of digital engagement in the UK
Customer UnderstandingAugust 2024

Meet the new masters: the changing face of digital engagement in the UK

Framework

7 Sources of Customer Value

Our proprietary framework for identifying and activating the drivers of customer value. Built from decades of work across sectors.

Customer value

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