They found that the solutions for consumer insight being provided to Consumer Product Goods companies were frustratingly sub-standard in the data-driven environment we live in today. Consumer insight needed to be centralised, and easily accessible to CPG companies. An industry filled with consultancy and project work needed to be disrupted. Decisions based on assumptions don’t carry across the market, and true, actionable consumer insights are required to have an edge in consumer-facing industries. This led the two scientists to studying the value of the humble receipt. They decided to turn these transactional insights into a comprehensive, real-time, consumer intelligence platform, used to answer pertinent brand questions.