Let's talk to your customers

Product and service ideas are more likely to succeed if they areinformed by customer needs. Muir Wood & Co is a research consultancythat helps you to ask the right questions.

Discovery research

We embed in your team to lead discovery research projects early in the product development process. Understand the tasks and goals of your customers and uncover the pain points that your product should address first.

Capability building

We help you to grow a sustainable product research practice in your business. Through workshops, research planning and mentoring of team members, we'll help make the customer central to your company.


We have worked with enterprise and SME clients across a deliberately broad variety of sectors and problems. We are skilled at rapidly immersing ourselves in new topics and clients value the fresh perspective we can bring. We also regularly partner up with digital agencies to boost their product research capacity.


Our team is a lean but dynamic duo of cousin-colleagues (or "cuzleagues" as Andrew likes to say, Maia is not convinced).

Thanks to some prolonged schmoozing, we also have a network of freelancers and agencies around the world, so can scale things up when needed.

Andrew Muir Wood


Design Strategy

Andrew is a research craftsman, honing his approach for over 12 years. He started with a PhD on the evolution of consumer products, but then the alluring scent of post-it notes and sharpies lured him into the world of commercial product strategy. He believes that research can unlock innovation across teams and disciplines. And he thinks the best projects are fast, affordable, collaborative and fun.

He has a gift for quickly grasping new topics and sectors and seeing connections between them. His passion for making, and training in design allow him to translate research into action. As a 4-time best man and 1-time wedding celebrant, he loves a story, and searches for new immersive ways to explain customer needs and behaviours.

Maia Muir Wood

BA (Oxon), MSc

Design Research

Maia is in her element in the field, whether she’s nosing in fridges in the name of ethnography, or putting people at ease to open up about their fears. Degrees in Human Sciences and International Development mean she is endlessly thoughtful about what makes people tick and how to design a world that works better for them.

When Maia isn’t exploring new topics for clients, she still looks for ways to expand her understanding of the world. She recently cycled from the UK to Turkey, with the greatest joy coming from meeting people in the most in-between places. That ability to plan out several months in the saddle comes in handy when she diligently ensures that our research operations run smoothly.


News and musings from the team.

Research Trail Guide: Dealing with Lemons

What to do when life gives you unsatisfactory participants. Maia explains in the third article of our Research Trail Guide series.

NEW SERVICE: Startup Research Package

We’ve packaged up some golden nuggets from our extensive product research consulting experience into a collection of workshops to help startups succeed with their own research projects.

Research Trail Guide: Putting participants at ease

For the second instalment of our Research Trail Guide, here’s an overview of the techniques and principles we use to make sure our participants feel able to open up.

Research Trail Guide: The perfect interview intro

For the first instalment of our Research Trail Guide articles, here’s a quick run-through of the interview-opening principles we use ourselves and teach to clients to get conversations off to the best possible start.

Muir Wood & Co: How did we get here?

The origin story of Muir Wood & Co: how two cousins came to be running a research consultancy together.

Get in touch: hello@muirwood.co.uk

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