Category, Shopper & Commercial Leaders:
Know where to invest, what to say and what to test next.
I help you make confident brand, category and shopper decisions backed by what customers care about now, not outdated assumptions, old research or internal opinions.
“These are the nuggets we're after, helps lead us to a decision and adds meat to the bones.”
Kundasi Chieza
Senior Category Manager • Pilgrim’s Europe
“They have the unique ability to bridge specific sales data, with deep culturally relevant consumer insights.”
Dominic Shaw
Head of Sales • Trangs
“Cost-effective and helped confirm our thinking while uncovering new opportunities for our range.”
Jo Long
Head of Category • Ichiban
Build a retailer-facing category story
Understand why demand is shifting
Identify shopper missions and barriers
Validate messaging and activation territories
Support NPD or range expansion
Turn insight into reusable AI workflows
IF YOU'RE THINKING...
Where should we invest next?
How do we build a stronger retailer facing category story?
What is really driving shopper behaviour now?
How do we validate NPD, range expansion or activation before committing spend?
How do we turn insight into something the team can keep using?
I can help.
ALSO TRUSTED BY
When shopper behaviour moves faster than your insight, expensive decisions get made on old assumptions.
...because old insight creates expensive decisions in fast-moving categories. Let’s replace that with real cultural capital and shopper signals from real-time social listening, AI queries and search behaviours that explain what is changing, why it matters and where to focus next.
Why make it a live strategy system?
Because even brilliant insight will not move the needle if it sits in a shared drive gathering digital dust.
Sweet Spot turns the “why” behind consumer behaviour into a clear commercial strategy, then builds it into AI workflows inside Claude or your chosen AI chatbot, so your team can keep using the same framework to create, test, measure and improve.
No more fragmented thinking
Just a clear planning system based on what your customers want now.
“It was superb, plenty of new insights we are already working with, and using for commercial & brand planning.”
Alex Price, Head of Category and Insights
VCT Europe
WHY CULTURAL CAPITAL?
Kantar identifies that brands with 'Cultural Capital' achieve +6x growth.
Cultural relevance is not about chasing trends. It is about understanding how people live, choose, talk, shop and signal identity now, then using that understanding to make sharper brand, category and activation decisions.
When your brand earns cultural relevance, financial performance follows.
Source: Kantar Cultural Vibrancy Report 2025
+40% ROI
EFFICIENCY GAIN
+6x Growth
MARKET OUTPERFORMANCE
+200%
SALES UPLIFT
YOUR LIVE STRATEGY SYSTEM
Transforming Customer Signals into Consistent Growth
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Tactical Playbook
Turns the cultural insights into a clear strategic framework for action, which shopper jobs need solving, what jobs to prioritise first, and what success looks like.
Tactical Toolkit
How you can bring the strategy to life with examples across messaging, fixture/pos, pack/shelf comms, occasions/pairings and activation.
Searchable Insight System
The insights are turned into a tool that the team can interrogate beyond the original brief.
Future Updates
We can update your context folder with monthly insight updates for your category so you're never in the dark with future shifts.
Deliverable: a live strategy system built from real shopper and cultural signals, shaped by human strategy, and designed to help your team keep making better decisions.
WHO YOU ARE WORKING WITH
Best practices from over 15 years of helping CPG brands navigate some of the most volatile market cycles.
At Sweet Spot we bridge the gap between abstract market data and concrete business growth. My approach is rooted in cultural auditing - identifying the subtle shifts in customer behaviour before they become mainstream trends.
Also I don’t believe in static reports; I believe in live systems that evolve as your customers do.
Join the growing list of Category, Shopper and Commercial leaders in FMCG & CPG who have stopped guessing and started investing their budget with confidence.
Tina Thompson
Founder
WHO YOU ARE WORKING WITH
TINA'S WORK HAS BEEN FEATURED IN & QUOTED ON
I can support with...
Category Demand Review
A focused review of what is really driving demand in your category now, where behaviour is shifting, and where the clearest growth opportunities sit.
Retailer Sell-In Story
A sharper retailer-facing narrative built around cultural, shopper and commercial signals, so your team has a stronger story for buyer conversations.
NPD & Range Validation Sprint
A fast way to pressure-test whether a new product, range expansion or activation territory is backed by real consumer demand before more budget is committed.
Insight-to-Activation Sprint
A practical sprint that turns live cultural and shopper insight into messaging, occasions, activation ideas and content territories your team can use.
AI Strategy Workflow Build
A reusable strategy system built into Claude or your chosen AI chatbot, so your team can keep using the thinking to guide decisions, test ideas and measure what works.