About NSI

We're all about emotion

We believe emotion drives consumer behaviour. We developed NeedScope over 20 years ago to understand and measure emotion.

NeedScope is licensed to Kantar TNS, the world’s second largest research company. This gives NeedScope global reach – with 10,000+ projects in 90+ 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 and even our office design.

Member of RANZ 
(Research Association of New Zealand) logo


Member of RANZ
(Research Association of New Zealand)

NSI office

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 TNS offices providing support, training, database set-ups and consultancy. We help them deliver great NeedScope work to their clients.   We also work directly with international clients such as Diageo and Unilever and local clients such as Fonterra.

Picture depicting the six NeedScope colours

NSI team

We work hard, play hard

We’re a small team with plenty of energy. Here we’re celebrating our 20th birthday in Queenstown – with plenty of emotion and a glass of champagne.

NSI team - Queenstown


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


Roz Calder
Co-founder of NeedScope International
Fellow member of RANZ

Co-founder of NeedScope International “The globalisation of NeedScope has been hugely rewarding, led from New Zealand” Co-founder of NeedScope International "Working internationally with global brands gives us invaluable experience with some of the world’s leading marketers"

Maria Tyrrell
Managing Director
Fellow member of RANZ


Colin Ingram
Fellow member of RANZ

Managing Director of NeedScope International “We are all about creating irresistible brands for our clients, here in New Zealand or with TNS’ clients all over the world” Director of NeedScope International “NeedScope gives companies competitive advantage across all marketing touchpoints"

Anne John-Francke


Myles George

Director of NeedScope International “The NeedScope tools allow us to understand consumers at the deepest level” Director of NeedScope International “We have the best approach and superb people to help clients maximize opportunities”

Nadine Bower

Director of NeedScope International "The NeedScope software’s interactivity brings results to life as a powerful tool for clients and researchers"


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

20/20 'Pecha Kucha' Style winner
Ishita Mendosa

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
2014 Research Association Effectiveness Awards

Experience NeedScope
RANZ conference paper
NeedScope Clients
NeedScope news