Berlin | London | Lisbon
Real-world
to drive
new growth
research strategy action
Net new growth strategy is our specialty –
Our impact is a measurable uplift in ROI across reach, conversion, retention.
We speak business, yet our anthropological starting point is that customers are humans, and humans have souls – this ultimate reality shapes any truly valuable customer relationship beyond day-to-day transactions.
Core services
We love what we do.
Where to Play
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Our specialties
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Customer segmentations
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Product roadmaps
How to Win
02
Our specialities​
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Go-to-market strategy
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Value proposition design
What to Execute
03
Our specialties
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Marketing activations
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CX activations
Real-world research
We employ an unconventional blend of conventional methods.
Any good research starts with wonder.
Deeply human
Ethnographies
Semiotics​
When researching why target customers XYZ choose A over B we go beyond psychology into culture and nature. It's basics done well.
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Our qualitative methods (ethnographies x semiotics) are ‘old-school’ but still immensely powerful if done well. The issue is that they’re often done poorly.
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We also wonder what it means for customer understanding if “only God reveals Man to himself”. Even if you take God out of the equation, you’re still left with a restlessness, and a “desire for more”, which drives much of human decision making. Any strong brand and value proposition goes beyond the merely functional, into the emotional, the social, the cultural, and the spiritual. That’s what we mean by deeply human.
Truly integrated
Large-scale quant
Statistical analysis
Qual x quant simply integrated: It’s still (!) the number one blocker to good insight. We love deeply qualified insight quantified.
Good quantitative research starts with a qualitative understanding of what it is worth testing & scaling in a survey. A survey – by definition – is based on a qualitative set of questions. Don’t you want to make sure they’re the right ones? On the flipside, any good qualitative research has to be vetted in bigger sample sizes, else we lack sense for scale & relevance of the insight. ​
Entrepreneurial insight
Foresight
Creative/design
‘Entrepreneurial’ is our gold standard for insight: It provides the level of conviction & direction that the best entrepreneurs have in relation to their markets.
Hence, our criteria for 'good insight':
It explains vs just describes market choices
It enables decisions vs just possibilities
It directs clear actions vs just information
About
Our Story
We are a global network of about 50 independent, world-class senior strategists – blending deep expertise across research, strategy, and creative.
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Founded in 2025 we move away from the legacy models of agency & consulting pyramids by re-connecting with the true craftsmanship that is at the heart of any good strategy work.
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The highest form of consulting in the age of AI becomes like custom carpentry. Hence, we decided to make St Joseph – the world’s most well-known carpenter and role model of workers - LILYLIGHTS’ patron saint. The ‘LILY’ is a reference to his purity and honest approach to work, which we want to model ourselves after. When the work is done with such purity, it can bring to ‘LIGHT’ the most impactful directions to grow a business.