Helping retail brands understand & act on
ever-changing consumer behaviour.

At True North we help impact decision making on multiple levels, from marketing, sales to organisational. Our solutions are focused on understanding actual behaviour - both on- and offline - and how it changes over time. Using our proprietary process methodology 5/15/150 we translate understanding to relevant actions.

Success is about understanding your consumers
and the possibility to translate those findings into actions.

Over 50 brands trust their consumer behaviour insight needs to True North. Retailers and retail brands, both on- and offline, in very different sub-industries rely on our behaviour insights and our sound advice to act accordingly.


Multiple retail sub-industries are constantly being monitored and researched. Insights are tailored to a brand: market, brand and customer as well as non-customer insights are translated to actionable recommendations.

Discover some of our recent insights:


It is only when the rubber meets the road that actual impact can be realised. Translating insights to a strategy that meets your brand, is provided by our process methodology in which we guide you from insights to actions.

Our approach differs in multiple ways:

  • Stakeholder-focused
  • Evidence based
  • Customer & non-customer focused
  • Action-oriented
  • We work until it works

Meet your customers’ shopping assistant, Butikk

With Butikk we continuously track the behaviour of shoppers, collecting data about 35.000+ outlets for 532 brands delivering invaluable insights for your brand, your competitors and industry; the missing link for your business analytics.

Discover the easiest way towards actionable shopper insights on our Butikk for brands website.

Customer and prospect focused

With Butikk we track both your clients and those who choose your competitors over your brand. Start understanding why you convince - and equally important - why you don’t.


As boundaries are blending, different atypical players might convince your customers to switch. Benchmark with brands that offer similar products and categories.

Location based

Shoppers are rewarded with coupons and benefits at the shops of their preference. Reach loyal customers, convince prospects via the app. As a reward or when they are near.


Instead of looking the required information to support decision making in tens of different places, one dashboard delivers all insights. Including your own integrated data sets.

Collaborative minds

Our team includes cross-disciplinary business designers, who work in collaboration with your team & our expert partners.


+10 years in marketing & business support for Fortune 100 co’s.


Open minded collaborator, political scientist & economist.

Van Laer

Combining her marketing intelligence with her passion for fashion & beauty


Economist with a user experience & digital background.


Up for a challenge? Let us know and we'll grab a coffee together.

How can we help you?

Request more info via the form below or get in contact with Bart via +32 486 139 162.

What's on our mind?

Read about our opinions, research or insights here first.

Is your webshop too functional? JTBD* as the key to omnichannel success.

Bargain hunting or shopping online to reach that ‘I-desperately-need-a-cocktail-dress’-deadline are all different jobs-to-be-done requiring different efforts from brands.

Do you already use your lover/hater ratio to define your acquisition potential?

All brands are blessed with a share of brand lovers, ambassadors that consider their beloved brand to be special. Your acquisition potential is directly related to the numbers of lovers

If promotions are killing the (consumption) experience, why are they so omni-present?

Promotion strategies shows negative effects on both the buying and the consumption experience. Time for a change?