“I have often recommended David's work having engaged him several times at UNILEVER. I continue to do so. The recommendation is based very simply on the level of business insight and adjustment to strategy that follows each piece of his work.

David's USP is the combination of deep marketing analytics and discipline with a thoroughly investigative mind. His approach is refreshingly unique - receiving a brief on a problem, assembling long run data sets on all key business levers (which the company has often failed to retain or 'join up') and doggedly pursuing the signals of the data. His business and marketing background helps him form clear business hypotheses but he then sets out to prove each idea and amends his thinking as he tests the facts.

David ultimately brings clear recommendations backed by sound analysis; in each assignment I have engaged him there are always important strategic insights that were missed or worse still corporate myths existed that were contrary to the evidence.

As well as the final recommendations it is fascinating and informative to look at the range of hypotheses he has explored and ideas he has ruled out. All contribute to a deeper and actionable insight into your business. There is as much value in the discussions management teams have around David's work and hypotheses as in the specific recommendations.

It is essential that David is given the freedom to explore all options and his work is most effective in a longer term partnership where actions can be taken and their effectiveness again reviewed. David is easy to work with, flexible according to available time / data and most importantly is not afraid to challenge entrenched thinking or confront senior management with his findings. I would highly recommend him.”

“I have worked with David for many years on both sides of the fence.  He has an exceptional talent to see the wood for the trees [with]  relentless attention to every detail and data point enabling real fact based marketing.  As the name of his consultancy accurately reflects he will identify what is working and what isn’t, what the root cause of the problem is and how to identify the strategic pillars to build on.  We all seek the holy grail of predicting returns on marketing investment and David can help on the journey.”

“If we are being honest, CEOs, Directors and Marketers don’t ever fully understand what the key drivers of their brand performance and customer behaviour really are.  Even less do we understand how to drive an increase in market share and create new businesses opportunities.  It needs a robust analysis of all the available information and usually an effort to fill in the gaps in our knowledge through targeted research.  It needs exhaustive testing of assumptions and a deep understanding of the relationships between the variables to get to the critical cause and effect drivers.  Such work needs a rigorous analytical mind and a determined forensic brain to find practical answers that can drive business strategy.  David Cowan is one of the few people who is able to achieve this.  Having seen it work at BT I know the results are impressive.”

“I have worked with David in two complex organisations, one in the private sector and one in the public.  At both NatWest and the Inland Revenue he brought a high degree of objectivity to help steer a way forward on specific issues and his sheer professionalism and he ability to present findings in an engaging way was impressive to colleagues.”

“A couple of years ago Volkswagen decided to pursue a more active loyalty strategy.  To do this a thorough investigation of buyer behaviour was required to better understand the drivers of customer loyalty to the industry and specific to Volkswagen.  We enlisted David Cowan’s help for this.

David looked across a very wide range of data, identifying what was most useful in relation to the problem, he analysed it relentless, looking for evidence of cause-and-effect regarding loyal Volkswagen customers.  By doing so, he identified a number of clear conclusions, some which challenged our previous thinking and all of which were robust.  The way David combines a sensitive understanding of human behaviour with a scientist’s analytical and deductive approach is very unusual, and extremely helpful in untangling complex marketing issues.”

“David is gifted with a relentless attention to detail and is able to identify the root cause of a problem and to suggest strategies that need to be implemented to successfully move forward.  As a result of his analysis I took the decision to refresh BT’s advanced call centre strategy and plan and to redesign the unit’s organisation.”

“David Cowan is a star from the days when quantitative data still mattered to marketers: one of the best proponents of what is fast becoming a lost art.  If there is a more assiduous seeker after truth and insight, then I’ve yet to meet him.”

“Business leaders often have nagging unanswered questions about growth, resource allocation or whether their marketing is as effective as it could be. The necessary raw data is usually there and the questions could be answered.  But the time or expertise may not be available internally or addressable by existing suppliers.  So who to turn to?   David Cowan has the rare combination of skills and experience needed.  I have successfully used him at Birds Eye where good analysis simply delivered helped clear our thinking on a particular product.”