Context illuminates the whY
We catalyze insights into strategies that generate clarity, differentiation and growth.
While software and systems operate in an absolute and binary world, business decision dynamics are often presumptive and emotional.
We provide critical human and commercial context to help you understand and impact decisions that matter to your business.
Why ContextualY
Our work is solely focused on the impact of technology.
As AI presents a moment of existential change, we are optimists who believe in the potential of technology to grow and improve our world.
In business, such change creates both commercial opportunity and human anxiety. While there is a belief that data will yield rational and objective choices, our experience is that personal emotions and motivations often dominate decision-making dynamics.
This is where context is critical: In a risk–averse world, no choice is made in isolation of underlying human and organizational factors.
Our skill is to uncover and deconstruct this context, using proven human-centric, disciplined research methods. Together, we will work with you to catalyze these insights into meaningful strategies so that you can confidently and successfully move your business forward.
Approach
We are experts at understanding humans and uncovering the context around their decision-making
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The two foundational elements to this expertise are:
A deep set of technology knowledge
Over 25+ years, with shared experience in product management, platform shifts, IT governance, and systems integration
Grounded in behavioral science and motivational psychology
A qualitative research practice with global reach across every technology-based/decision making role and vertical industry
Experience
We are a team of research professionals, each of us having thrived within the research and technology industry for the last 25+ years. We have worked in-depth with every major technology brand, in the US and around the world.
Our team has conducted 100s of different assignments around the industry and the world.
Our recent experience includes:
01
Brand Positioning
Uncovering which market position CIOs and CTOs find most compelling for a global systems integrator and consultancy.
02
Organizational / Portfolio Alignment
Benchmarking internal stakeholder and customer brand values to create a more coherent brand portfolio for the developer community.
03
Customer Journey
Building out the cloud decision-journey across industries and stakeholders, identifying key inflection points and action areas.
04
Competitive and Needs Analysis
Evaluating the decision dynamics around ERP solutions, discovering white space for a challenger brand in a crowded field.
05
Target Audience Messaging
Tailoring messaging to the unique needs of each executive stakeholder audience (e.g., CEO, CIO, CFO, CHRO, CISO).
Who
ContextualY is a majority woman-owned insights agency operating with emotional intelligence and empathy that is sometimes missing in technology research.
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We strive to bring the broader context and perspective of an increasingly diverse set of decision makers to our engagements so that the solutions our clients create work better for everyone.
