About NSI

We're all about emotion

We believe emotion drives consumer behaviour. We developed NeedScope over 25 years ago to understand and measure emotion.

NeedScope is licensed to Kantar, the world’s leading data, insights and consulting company. This gives NeedScope global reach – with 15,000+ projects in 100+ markets helping clients build brands with emotion.

You’ll find emotion in everything we do. From our model of universal human emotions to our specialised NeedScope tools.

Member of RANZ 
(Research Association of New Zealand) logo

Member of RANZ
(Research Association of New Zealand)

What NSI does


We wear many hats

We’re the global centre of excellence for NeedScope. We continually develop our tools, approaches and resources to meet changing market needs.

We work with Kantar offices providing support, training, database set-ups and consultancy. We help them deliver great NeedScope work to their clients.

We also work with local clients such as Fonterra, Tourism New Zealand, NZ Sugar and Co-operative Bank.

Picture depicting the six NeedScope colours

NSI team

We work hard, play hard

We’re a small team with plenty of energy. We love celebrating our successes – with plenty of emotion and a glass of champagne.


Our leadership team

We stopped counting the leadership team’s years of NeedScope experience at 100 because we started to feel old. We have all the qualifications and experience to deliver winning strategies to our clients.

Michael Cook
Co-founder of NeedScope International
Life member of RANZ


Maria Tyrrell
Managing Director
Fellow member of RANZ

Co-founder of NeedScope International “The globalisation of NeedScope has been hugely rewarding, led from New Zealand” “We are all about creating irresistible brands for our clients, here in New Zealand or with Kantar clients all over the world”

Colin Ingram
Fellow member of RANZ


Anne John-Francke

Director of NeedScope International “NeedScope gives companies competitive advantage across all marketing touchpoints" Director of NeedScope International “The NeedScope tools allow us to understand consumers at the deepest level”

Myles George


Nadine Bower

Director of NeedScope International “We have the best approach and superb people to help clients maximize opportunities” Director of NeedScope International "The NeedScope software’s interactivity brings results to life as a powerful tool for clients and researchers"

Constance Apelt
Research Director

"The NeedScope AI Decoder is an innovative tool which helps to analyse clients’ visual assets by providing an additional level of insight"

NSI accolades

Effective research

We know NeedScope works. We’ve won 12 Research Association Effectiveness Awards including
the Supreme Award three times, more than any other New Zealand company.

Research Association Effectiveness Awards

Young Researcher of the Year finalist
Ishita Mendonsa

20/20 'Pecha Kucha' Style winner
Ishita Mendonsa

Young Researcher of the Year
Philippe Boulanger

Consumer Products & Supreme Award – Ziera

Consumer Products Category
Gold Award – Methven

FMCG / Retail & Supreme Award – Frucor Beverages 

Consumer Services & Supreme Award – BNZ
FMCG Award – Frucor Beverages


FMCG/Consumer Durables
Award – Tip Top Ice Cream Company

Advertising & Media Award – TVNZ

Retail Award – Whitcoulls

FMCG/Consumer Durable Award
– Tip Top Ice Cream

FMCG / Consumer Durables Award
– Glaxo Wellcome

Export Award: creating a stand out export brand

2014 Research Association Effectiveness Awards won by NeedScope International
Research Association Effectiveness Awards

Experience NeedScope
RANZ conference paper
Social development conference paper