How we work
A rigorous process with practical outcomes.
Our process is structured but not rigid, and is proven across hundreds of different projects, for different problems, in a wide variety of industries. We adapt the depth and emphasis of each phase to the specific context of every engagement. Our goal is always to ground strategy in business relevance and customer evidence, producing work your organisation can act on to achieve their goals.
Define
Scoping and aligning on what success looks like
We start by deeply understanding your needs and organisation. This gives us a clear picture of your project goals and your business objectives, sets the right foundation for the project and ensures everyone is working towards the same outcomes.
Scoping & project planning
Defining the boundaries of the engagement, timelines, deliverables and success criteria.
Business requirements gathering
Structured workshops and interviews to surface organisational goals, KPIs, and key constraints.
Stakeholder identification & mapping
Identifying who needs to be involved – and who will be impacted – by the strategy.
Audience definitions
An initial framing of who the key customer and user groups are, ready to be validated through research.
Existing data and research
Ascertaining what data, systems and research already exists in the organisation.
Discover
Gathering internal knowledge, needs and assumptions
Discovery is about gathering the information we need before making strategic recommendations. We review what exists, map assumptions, and identify the gaps our research needs to fill.
Requirements gathering
Detailed collection of functional, technical, and content requirements from across the business.
Assumptive journey maps
We build hypothesis-based customer journey maps using internal knowledge – a starting point to stress-test against real audience research.
Digital asset review
An audit of your existing digital presence: website, email, social, CRM, analytics and technology stack.
Validate
Testing assumptions with real evidence
Strategy built on assumption alone is fragile. We validate our hypotheses through primary and secondary research – ensuring the strategy is grounded in how customers and markets actually behave.
Audience research
Qualitative and quantitative research with your customers and users – interviews, surveys, usability testing, and journey validation.
Market research
Analysis of trends, category dynamics, and the broader market context your organisation operates in.
Competitor research
Reviewing competitor digital strategies, channels, content, and positioning to identify opportunities and white space.
Strategise
Where business objectives and customer needs converge
The strategy is the intersection of what your business needs to achieve and what your customers and users need from you. Zuni holds both in tension – neither subordinate to the other – to produce strategies that are commercially viable and genuinely customer-centred.
Business
Goals · KPIs · Capabilities · Commercial objectives
Customer
Needs · Behaviours · Pain points · Motivations
Output
Digital Strategy
Evidence-based, commercially grounded, customer-centred
Strategy Outputs
Tangible deliverables your organisation can act on
A strategy is only as good as what it produces. Zuni's outputs are practical, specific, and designed to be used – not filed. The mix of deliverables depends on your context and brief.
Audience profiles & personas
Research-backed portraits of your key customer segments, their needs, motivations and behaviours.
Customer journey maps
Detailed maps of how customers move through their relationship with your organisation – including pain points and opportunities.
Content & channel plans
What to say, where to say it, and when – aligned to customer needs and business objectives.
CRM strategies
Customer identification, segmentation, lifecycle communication and engagement strategies.
Segmentation frameworks
Data-driven or needs-based segmentation models to personalise communication and improve conversion.
Technology ecosystem recommendations
Advice on the right platforms and tools – selected to fit your needs, not a vendor's agenda.
Business cases
Structured justification for investment – linking strategy to commercial outcomes.
AI strategy
Practical frameworks for integrating AI into your digital and marketing operations responsibly and effectively.
Implementation Support
Ensuring strategy translates into action
A strategy without implementation is just a document. Zuni works alongside teams to turn recommendations into reality – building capability, managing change, and keeping momentum.
Implementation plans
Phased roadmaps that sequence activity logically, with clear ownership and milestones.
Ongoing strategic support
Retainer and project-based support to guide teams through delivery – answering questions, solving problems, and keeping focus.
Operational requirements
Defining what the organisation needs in terms of people, process and technology to deliver on the strategy.
Change management & process flows
Documenting new ways of working and supporting teams through the transition from old operating models to new ones.