The results are in from the What Car? Awards 2017...

Our congratulations go to BMW for winning Car of the Year and to Renault for winning the electric car category – a market that we've seen grow by 18% in the last 6 months!

Our pioneering segmentation suggests why Renault had the edge over its runner-up rivals - where BMW and Tesla resonate with the technologically-led consumer, Renault has found its unique voice within the environmentally driven audience.

To find out more and to come to our exclusive industry briefing, get in touch.

Bringing customers into the boardroom


Invite Edwina to meet your leadership team

Get in touch to invite customer data pioneer and Starcount CEO Edwina Dunn to meet your board and discuss how our motivational segmentation can transform your company.

Actionable insights that help our clients' business grow

Brands today are navigating a crowded and fragmented market. Changes in consumer attitudes, data regulations and the effects of content overload are making it increasingly difficult for brands to make an impact. In an age of personalised marketing, significant value can be driven by employing predictive insights and real-time updates.

Starcount has developed an agile capability which can add rich and nuanced dimensions to your existing customer data. Using our motivational segmentation, we nurture brand love by understanding the passions, aspirations, inspirations and trends behind real people. These insights can be used to inform a range of marketing decisions; from customer acquisition to content creation and targeting strategies.

What We Deliver


Consumer Insight Series

The definitive motivational segmentation for particular industries and interest groups, revealing the distinct passions, inspirations, and aspirations of consumers.


Starcount Observatory

Our interactive data as a service (DaaS) platform, enabling users to explore our proprietary data to answer their own distinct questions.


Customer Data Consultancy

We collaborate with our clients to tackle their distinct business challenges, using our experience, knowledge and motivational segmentations to help them optimise their data strategies and make their marketing more effective and efficient.

Starcount Brand Rankings

For the first time, we have enabled brands to see the world through the eyes of consumers.

What people say

Digital Transformation

Digital Transformation

Our data platform, 'The Observatory', uses a series of methodologies and techniques to discover consumers' genuine passions, needs and aspirations by studying their social connections. Our social intelligence shows the world through the eyes of consumers by revealing the brands, influencers, media and interests that are most important to them.

Using our technology, we give our clients a competitive advantage by responding quickly to their objectives, informing marketing strategies and identifying consumer trends. If you really want to know how your customers think, bring them into the boardroom.

Our Team

Starcount is led by Edwina Dunn (CEO) and Clive Humby (Chief Data Scientist), the founders of the global data analytics business, dunnhumby. dunnhumby helped transform the retail sector, most notably with Tesco in the UK and Kroger in the USA.

At Starcount, we have brought together a team of first class data scientists and software engineers, led by experienced senior data consultants, to bring our clients the next generation of consumer insights and customer targeting.

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