About InsightLab
Better growth decisions start with better evidence.
InsightLab helps companies reduce the risk of important growth decisions by finding the customer and market evidence they need before they invest, launch, price, or scale.
The idea behind InsightLab
The biggest risk is often not a lack of information. It is committing to a growth decision before the assumptions behind it have been tested.
Why InsightLab Exists
Important growth decisions deserve evidence before the investment.
Companies make decisions every day about new markets, customers, products, pricing, positioning, and where to grow next. Those decisions can require significant time and money, yet they are often made with incomplete information or assumptions that have never really been tested.
InsightLab was created to help close that gap before major resources are committed.
The work starts with the decision leadership is trying to make, identifies what must be true for that decision to work, and then brings together the market, customer, competitive, pricing, and commercial evidence needed to test those assumptions.
The goal isn't to produce more research. It's to reduce uncertainty and give leadership a clearer, more defensible basis for deciding whether to move forward, test further, change direction, or stop.
Our Point of View
Research should reduce the uncertainty behind the decision.
The strongest growth decisions are rarely supported by a single data source or research method. These principles shape how InsightLab builds evidence and turns it into a practical recommendation.
01
Start with the business question
Research should be designed around the decision leadership needs to make — not around a preferred methodology or a standard deliverable.
02
Use more than one source of truth
Market data, customer research, competitive intelligence, pricing evidence, and commercial reality each tell part of the story. The strongest answers come from bringing them together.
03
Make assumptions visible
Every market model and strategic recommendation contains judgment. Those assumptions should be clear enough for leadership to understand, challenge, and update.
04
Make the research useful
A thoughtful analysis that stops at the findings isn't enough. The work should explain what the evidence means and what the business should consider doing next.
Founded by Matt Evans
Built from the client side of the table.
InsightLab grew out of years spent making the same kinds of growth decisions our clients are trying to make now — where the evidence had to lead to a real business decision.
Before starting InsightLab, I worked inside growth-oriented consumer businesses where decisions about pricing, market opportunity, customer needs, product strategy, and competition had direct financial consequences. Research was not an academic exercise. It had to help determine where to invest, what to launch, what to charge, and where the business could realistically grow.
That experience shaped how I think about research. A technically correct analysis is only valuable if it reflects how the business actually operates and helps someone make a better decision.
InsightLab combines the discipline of market research with the practical perspective of someone who has had to use that evidence to make pricing, product, growth, and strategy decisions inside a company. That is the specialty: turning customer and market evidence into greater confidence before a company makes a significant growth commitment.
Experience
Strategy grounded in operating experience.
The perspective behind InsightLab comes from working across pricing, research, analytics, product, and growth inside companies at different stages and in different categories.
Aceable
Pricing, growth & market strategy Worked across a multi-brand online education business, using market-level performance, customer research, and pricing analysis to support growth and revenue decisions.
OtterBox
Consumer insights & category growth Helped translate customer research, category opportunities, and brand understanding into product and growth decisions across consumer technology accessories.
Crocs
Consumer & market insights Built experience understanding customer behavior, market dynamics, brand perception, and the evidence behind product and commercial decisions.
Working with InsightLab
Senior thinking without the layers.
InsightLab is intentionally small. Clients work directly with the person doing the analysis, interpreting the evidence, and making the recommendation.
01
Direct involvement
The person in the client conversation is also the person doing the work. There is no handoff between a senior sales team and a junior delivery team.
02
Transparent thinking
You can see how the analysis was built, where the assumptions sit, and what would need to change for the conclusion to change.
03
A clear point of view
The goal is not to disappear behind the data. InsightLab will explain what we believe the evidence says, where uncertainty remains, and what should happen next.
Clarity for What Comes Next
Have a decision that needs better evidence?
If you're evaluating a market, launching something new, reconsidering pricing, choosing a customer segment, or deciding where to grow next, InsightLab helps you build the evidence before you commit.
Discuss the decision