We're all about emotion


We believe emotion drives consumer behaviour. We developed NeedScope over 25 years ago to understand and measure emotion. NeedScope is a subsidiary of Kantar Group, the world’s leading data, insights and consulting company. This gives NeedScope global reach – with 15,000+ projects in 100+ markets helping clients build brands with emotion.

You’ll find emotion in everything we do.

From our model of universal human emotions to our specialised NeedScope tools.


Research Association
of New Zealand member

We wear many hats

We’re the global centre of excellence for NeedScope. We continually develop our tools, approaches and resources to meet changing market needs. We work with Kantar offices providing support, training, database set-ups and consultancy. We help them deliver great NeedScope work to their clients.

We also work with local clients such as Fonterra, Tourism New Zealand, NZ Sugar and Co-operative Bank.

The NeedScope team


We work hard, play hard!

We’re a small team with plenty of energy. We love celebrating our successes – with plenty of emotion and a glass of champagne.

Our leadership team

We have all the qualifications and experience to deliver winning strategies to our clients.

We are all about creating irresistible brands for our clients, here in New Zealand
or with Kantar clients all
over the world

Managing Director
Fellow member of RANZ
Maria Tyrrell >
Myles George >

We have the best approach and superb people to help clients maximize opportunities deepest level

Nadine Bower >

The NeedScope software’s interactivity brings results to life as a powerful tool for clients and researchers

Constance Apelt >

The NeedScope AI Decoder is an innovative tool which helps to analyse clients’ visual assets by providing an additional level of insight

Research Director

NeedScope accolades

Effective research

We know NeedScope works. We’ve won 12 Research Association Effectiveness Awards including the Supreme Award three times, more than any other New Zealand company.

Research Association Effectiveness Awards


20/20 'Powered by Pecha Kucha' Style finalist - George Wilks

Young Researcher of the Year finalist - Ishita Mendonsa

20/20 'Powered by Pecha Kucha' Style winner -
Ishita Mendonsa


Young Researcher of the Year - Philippe Boulanger


Consumer Products & Supreme Award – Ziera


Consumer Products Category Gold Award – Methven

FMCG / Retail & Supreme Award – Frucor Beverages


Consumer Services & Supreme Award
FMCG Award – Frucor Beverages


FMCG / Consumer Durables Award – Tip Top Ice Cream

Advertising & Media Award – TVNZ

Retail Award – Whitcoulls

FMCG / Consumer Durable Award – Tip Top Ice Cream

FMCG / Consumer Durables Award – Glaxo Wellcome

Export Award - Creating a stand out export brand