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Human Insight. Future Intelligence.

Human understanding
for commercial
confidence.

“This is the strongest research we've seen since I've been here. For the first time we understand why customers arrive and what will bring them back.”

Head of Marketing, Chorus

“Having both the numbers and the voice of the customer behind us meant we could present a robust proposal - one that was approved without any modifications.”

GM Customer Experience, Bay Venues

The best commercial ideas come from understanding the people you serve - customers, stakeholders, digital users, internal users, or future audiences.

We bring customer, category and commercial data together with intelligent empathy, so you get absolute clarity on where you are today and the practical imagination for where you're going.

Data-driven decisions Customer-led growth Insight-driven strategy Human-centred design
Start a conversation See the work

Listening is our love language. Share your customer curiosity and we'll help you imagine what comes next.

7 questions, 2 minutes →
Who we've worked with Chorus Ministry of Justice Bay Venues Tourism Bay of Plenty Te Uru Rakau pam Ballance Kept Whakatane District Council
About

Hi, I'm
Nic.

Nic Winslade

Nic Winslade · NEWHMN · Aotearoa NZ

I'm a global award-winning strategist bridging human insight, business intelligence, and customer strategy.

I have a fascination with how people behave, what they need, and how those needs change over time.

I help organisations understand the gap between what they think is happening and what's actually going on. Then I help them define and close in on the future worth building.

Business Intelligence & Data VisualisationUniversity of Auckland
AI Fluency & FrameworksAnthropic

Commercial imagination.

The ability to see the bigger, deeper truths, and connect seemingly unrelated signals and cultural shifts to imagine new possibilities that stay grounded in what you measure and value.

Intelligent empathy.

I also help you build the infrastructure for listening itself - the systems, tools and practices that keep you close to what your customers actually need, in real time, not just at research intervals. Because insight should not be a project. It should be a capability.

The problem

See what is happening.

Understand why.

Know what to do next.

You have more data than ever before. Customer research. Analytics. NPS scores. Reporting. There's no shortage of data, and no shortage of strategy built on top of it.

But insight is different - it's deep human understanding of users paired with asking the right questions of your data and your customers. The kind that actually makes decisions easy.

Answers rarely come from more data. They come from better understanding of the customer, the category, the culture and the commercial context - and the practical imagination to act on it.

Our line of questioning
What are customers really trying to achieve? What's actually changing - and what isn't? Why do customers leave - really? What do customers need in five years? What opportunities are we missing? How do we stay close to what people need at scale? What do you know for sure about your customers? If this was solved - what would be different?

Every engagement is built around the outcomes that matter most to you:

01

Understand

What people need.

The needs, motivations and behaviours that actually drive decisions - heard first-hand, checked against what people really do.

Qualitative user researchStakeholder synthesisUser journey auditing
02

Anticipate

What's changing.

The shifts in technology, culture and expectation that matter to your customers - separated from the noise that doesn't.

Commercial and customer data analysisMarket and demand testing
03

Imagine

What comes next.

Future possibilities you can realistically deliver and grow - with the evidence and momentum to act on them.

Intelligent empathy innovationFull funnel service strategy and lifetime value roadmaps
Work we're proud of
Chorus
Broadband infrastructure
The question

“Who is visiting our website and what do they really want from us?”

The ah-ha moment

Deep research and behavioural data revealed why customers arrive, what keeps them, and where the experience breaks - surfacing key churn signals and segmentation and automation opportunities.

Outcome

A simple user brief turned into personalised automation. A customer-centric commercial strategy - segmentation, automation and data-led performance - now guiding the transformation.

Bay Venues
Community venues
The question

“How do we revitalise a service offering that is underperforming?”

The ah-ha moment

Customer research paired with financial modelling made the voice of the customer and the numbers into an obvious solution worth investing in.

Outcome

Immediate board sign-off with confidence in customer satisfaction lifts and sustainable purchase intent.

Ministry for Primary Industries
Government
The question

“How do we move away from policy-centric to a customer-centric information experience?”

The ah-ha moment

Research and validation with real users exposed where policy assumptions and lived behaviour pulled apart.

Outcome

Wide and immediate workflow adoption.

I listen to customers all day. So I'd like to listen to you.

Seven quick questions about what you wish you understood better about your customers.

7 questions, 2 minutes →

Fair warning - I put my favourite playlist on it.  x Nic

What would you pay good money to know about your customer?
An invitation

Customer Intelligence Exchange

Insights become more valuable when they're shared.

A curated peer group of leaders, researchers, strategists and innovators exploring emerging customer needs, changing behaviours and future opportunities.

By invitation · curated membership

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Work with NEWHMN

Let's build the future
people need.

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