If they don't get it.
They don't buy it.
When it’s not clear what people actually care about, it’s hard to know what to focus on next.
Do you want to understand what’s changing in your category or just looking to increase awareness or sales for your brand?
I’ll help you stay connected to potential customers so they always look for your brand first.
I'm passionate about finding the 'why?'.
I discovered a lot of insights are built on research done in the past, not what’s changing now, and I questioned how that can be used for a campaign next summer? This was the start of a decade-long journey working with hundreds of brands to uncover real-time consumer behaviours using social listening, to find not just the what, but why something is happening now.
From working with hundreds of brands and building many frameworks I realised the key to the WHY is finding the right moment. Brands describe the product. Shoppers describe the moment. I cover that gap to make sure you don’t end up fighting on price, feed or shelf position.
Understanding why your product or category is being chosen today, across different moments, audiences and competitors, helps reveal the behaviours, occasions and cultural cues shaping relevance, consideration and choice. From there, you can see where your product is strong, where it’s under pressure, and what that means for your brand.
We gave Tina a challenging brief to explore the ‘why’ behind shifts we were observing in consumer behaviour that traditional research techniques struggled to explain.
She uncovered insights that both clarified the changes we were seeing and challenged some of our existing assumptions about the category.
Helen Priestly, Marketing Director
Feedback from today's session from JS "these are the nuggets we were after, helps paint the picture and lead us to a decision and adds meat to the bones."
Kundai Chieza, Senior Category Manager, Chilled Meal Solutions
Tina decoded shopper behaviours around key trends, highlighting exactly why certain SKUs performed and where opportunities existed.
She delivered a cohesive, presentation ready playbook that combined social listening, market context and practical recommendations. Not just a report, but a toolkit we could use immediately with our buyers.
Dominic Shaw, Head of Sales
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Tina translated complex research into a clear commercial platform we can confidently build our brand around.
The process was thoughtful, structured and highly collaborative, and we are genuinely excited about applying the insights to our operations and decision making going forward.
We are looking forward to working with Sweet Spot again and see them as a trusted strategic partner.
Janice Lo, Founder
The work not only increased sales by 128% year on year, but also helped bring new customers into the brand through a narrative that felt meaningful and commercially strong.
Tina translated audience understanding into campaign messaging that worked across the customer journey, helping us connect our brand story to sales in a much clearer way.
Michelle Butler, Managing Director
I highly recommend Tina and her Sweet Spot process. She has been incredibly supportive, flexible and solutions-focused while working with us as a growing startup.
Tina genuinely understands early-stage business realities and delivers practical, high-quality guidance when it matters most. A trusted professional to have in your corner.
David Penfold, Founder & CEO