Helping startups create relevant and impactful innovation
Understand your customers,
demonstrate Product-Market Fit,
and turn insights into user-centred solutions
Your path to insight-driven innovation
For startups, demonstrating Product-Market Fit is critical. No matter how advanced the technology, innovation efforts will fail if the solution lacks the qualities and features the target market truly wants. By identifying and understanding the needs of target customers, businesses can focus their innovation efforts on features customers actually need and want. Without a clear strategy for how, where, and what to develop, later-stage funding is out of reach.
Hi, I’m Martin, an independent consultant with 15+ years designing physical, digital, and service innovations that make real impact. I thrive at bringing together strategy, technology, and creativity to craft solutions that are insightful, human-centred, and ready for tomorrow
Ready to focus innovation to attract investment?
How I can support you…
User Insights Research
Get to the heart of what people really need and want
Discover rich, actionable insights that reveal unmet needs and drive effective innovation
We specialise in running short, focused user insights programmes that unearth genuine, actionable knowledge. With these insights, you can pivot with confidence, knowing that your decisions are based on solid evidence drawn from the real lives of the people you want to help.
Innovation Strategy
Focus development on what truly drives demand
Identify where, why, and how to innovate to create breakthrough products and services
Innovation in the MedTech and Healthtech sectors has never been more crucial. By aligning innovation efforts with business goals and user needs, Innovation Strategy can deliver competitive advantage and long-term growth.
Design Strategy
Turn insights into compelling, user-centred solutions
Align design with business goals to create meaningful, market-ready solutions
Discover how you can shape and refine concepts into tangible, user-centred solutions. Through iterative prototyping, usability testing, and service design we ensure that user needs, experiences, and journeys are meticulously addressed, leading to solutions that people love to use.
Workshop Facilitation
Energising workshops to spark ideas and solve tough challenges
Collaborative problem-solving through workshops and sprints
Discover how your team can use Design Thinking to bring clarity and creativity to solve complex problems. I lead high-impact collaborative workshops to tackle your innovation challenges.
Who I work with
Since 2009, I have been leading innovation and design visioning for top global companies, including Novartis, Medtronic, and Iridium.
“Martin’s ability to cut through the noise and focus on what really matters is what makes him so valuable to startups like ours.”
— Andrew Kadis, Cambridge Vision Technology
The benefits of investing in innovation strategy
Accelerated Innovation & Market Readiness
Reduce time-to-market by streamlining the innovation process and aligning solutions with market needs.
Optimised Product-Market Fit
Increase customer adoption and retention by aligning innovation with real user needs and market demands.
Cost Efficient Innovation & R&D Prioritisation
Maximise investment efficiency by focusing resources on viable, high-impact opportunities.
Clarity in Decision-Making and Strategic Focus
Reduce uncertainty by using structured problem-solving, ecosystem mapping, and business model validation.
Frameshift Strategy 