Bringing customers into the boardroom
scroll down

Invite Edwina to meet your leadership team

Our vision and mission at Starcount is “to bring the voice of the customer into the boardroom”. We believe that knowing the customer better than anyone else helps to create sales growth and competitive advantage – a focus on relevant and timely customer service and engagement. By empowering your leadership with insight that shows not just what customers did – what they bought, when and where – but also what matters most to them in their everyday lives, we can identify motivations, mindsets and future intent.

Get in touch…

Re-discover your customers

Starcount has a very distinct skill. It is able to combine best practice strategic insight from customer transaction systems with new era digital and social data.

Few agencies or consultancies are trusted with this combination of data; few know how to tell a story that moves insight to action to commercial gain.

We have that skill.

We have learned to combine the best of what people bought historically with what they are interested in or motivated to buy in the future.

Over the last 15 years, we pioneered functional loyalty with the biggest retailers and consumer goods organisations across the world. Now this new science allows us to explore and engage emotional loyalty. By knowing what customers will want or how their motivations change over time, Starcount can spot emerging trends – We can find the winners and losers in the race for customer loyalty and engagement.

What We Deliver



Starcount was born out of the transformational big data pioneers; Clive Humby and Edwina Dunn. They have created a new science business, a team that continues to champion the customer. Their skills guide brands which are striving to aggregate disparate customer and product data, set up compliance, permissions and privacy settings, create best practice customer charters and organise themselves for the digital customisation and personalisation world of the future.



In a world where the data scientist is now celebrated, it is still hard to find storytellers that can move customers towards “one more visit” and “one more item”. But it is this step change that creates millions in extra sales. This science demands that you know not only what customers bought but what they are going to buy. Unless you are selling food, which is highly repetitive and frequent, this is hard to do – that is, unless you have data on people’s motivations, mindsets and passions.

When Humby and Dunn used Tesco Clubcard to model demand across the UK, users were originally concerned about it being “only 16 million people” and not any Sainsbury’s or Asda shoppers. Today, as we use social media data, those same dissenting voices may claim that it’s only on 1 billion data points. Does that reflect the consumer across the world? We think its second to none for showing us what matters most to people today.



Our global consumer insights platform, the Observatory, harnesses all of this rich and fast moving data. It helps us to visualise instantly and at scale how consumers are motivated, their interests, their passions and where their emotional loyalty really lies, across brands, generations and cultures.

What our clients say about us

“What Humby and Dunn are now doing to understand Customers Motivations, Mindsets and Passions is likely to be as revolutionary for the wider marketing community as their previous innovation based on Grocery loyalty Cards”
Don Edward Schultz
Professor Emeritus of Service – Northwestern University’s Medill School
“Twitter advertising was brought back into consideration for our marketing budget after Starcount successfully proved with their insight and targeting through Twitter that they could match or beat our CPAs in our previously best performing channels.”
Stuart Brann
Performance Marketing Director – Barclaycard
“Investec offers an exclusive, highly targeted service in personal banking. Starcount is providing us a huge amount of valuable insight into what makes our customers and prospects tick, in and outside of the bank, which in turn helps us design better creative and relevant offers to shape and drive our new campaign.”
Iain Clark
Head of Retail Marketing – Investec
“Starcount is now expanding its understanding of consumers by applying proven approaches – not just to customer data or the rich social network data revealing consumer passions and behaviours – but also to powerful third party financial data. By exploring these rare and complementary data sets, they are able to help companies understand where consumers choose to spend their two most valuable resources – their time and their money.”
Sir Terry Leahy
Director and Investor in Starcount
“Keeping our finger on the pulse of what our audiences love is crucial to Fremantle’s content strategy. We know the audience profile most desirable to our advertisers and Starcount is able to offer granular insight into what they’re passionate about. Starcount has impacted our long term digital content strategy and changed some of our pre-perceptions of our audiences.”
Katharine Lewis
SVP Strategy & operations – Fremantle Media
“For years now content owners and brands have sought to learn more about their audiences with data, but have seldom turned this to their advantage. But with Starcount’s revolutionary ability to provide insight into not just the ‘active audience’ but the passive ‘watching audience,’ producers can now create content tailor made to any audience. It makes the well-documented efforts of Netflix to use data in their acquisition and commissioning strategy look tiny by comparison.”
Jon Davenport
Director – Fable Media
“The future of competitive advantage hinges on our ability to process and act upon the constant flow of information available to deliver value to people beyond our products – to create affinity for our brands by not only what they do, but what they mean to the individual and/or world at large. This is the unprecedented opportunity that Social and data about people’s lives offers us.”
Shawn O’Neal
VP Global of Marketing Data & Analytics – Unilever
“Starcount offers our clients a new way of tracking their customer behaviour, and understanding peoples real passions based on their social connections. The robust data provides live insights which can change the way we approach communications.”
Lucas Brown
Chief Strategy Officer – Total Media
“Jack Wills is always looking at new ways to understand what our customers love and how they live their life so that we can bring the best of our creativity to the fore. Starcount is helping us to better understand who our loyal and passionate advocates are, what they like most and, to find more like them, all over the world.”
Peter Williams
CEO – Jack Wills

Find out more about how we’ve helped our clients…

Our Team

Starcount has a first rate team of intellectually diverse experts, who are willing to be judged on financial outcomes. We are problem solvers, not just data scientists and software engineers but experienced customer storytellers. We can build intelligent customer journeys and we can embed knowledge and decision tools into transactions systems (even those behind firewalls). We can help you find a true and sustainable competitive edge.

Our business has been built on the integrity and reputation of its leaders over the last 25 years with our client list and business impact being testament to this. Although we focus on continuous improvement and investment in innovation, we are pragmatic and always mindful of the urgencies and priorities of the day job – and the team on the day job.

Our data stories


Latest blog posts


In the press

Stay in touch