Setting Up a Data Consultancy for International Expansion

Insights

We kicked off our tried-and-tested Insight, Design, Embed process with a Culture Assessment to identify what gave Dufrain its edge. This included a culture audit using surveys and online focus groups.

What we discovered was that people felt the firm had a strong spirit – a mix of decency and commitment to winning – but were struggling to put that into words. There were also some indicators that the very qualities that had made them successful were starting to show signs of strain. Certain things needed rethinking.

Design

One of the challenges we faced was scepticism – especially from those who’d been part of Dufrain’s early, more maverick phase, who saw Mission and Values as ‘corporate fluff’. So we created a Culture Design Group (CDG) made up of representatives from across the business and, as they got involved, contributed, and saw how the work came to life, even the doubters began to see its value.

Once we’d defined the Mission and Values, we worked with the leadership team and the CDG on a Behavioural Competency Framework. This allowed us to get a well-rounded perspective of the behaviours that people at all levels of the business would expect to see if those values were truly being lived.

Where Dufrain is now

This culture project ran in parallel with a rebrand, and we worked closely with creative agency Big Helping to make sure insight and execution were tightly aligned. Today, Dufrain has a fresh sense of who they are and where they’re going, with a new public-facing brand to match, giving them everything they need to embark on their international expansion.