Nature

What Nature does

Nature Pty Ltd is an Australian strategic advisory firm founded in 2006 by Chris Crook that provides evidence-based market research and consulting services to enterprise and public-sector clients. Headquartered in Cremorne, Melbourne, the firm operates from offices in Melbourne, Sydney, and Brisbane, with team members working flexibly across Australia and New Zealand; the team comprises approximately 50 staff. Its service portfolio spans four pillars: brand strategy and development, communications evaluation, propositions/products/services development, and customer experience research, supported by dedicated quantitative research, qualitative research, and advanced analytics methodologies. The firm works across verticals including FMCG, financial services and insurance, education, government, retail, technology, sports, and nonprofit, with named clients such as Microsoft, Mondelez (80+ projects over two years), Coles, CUB, Bega, Bulla, Fonterra, Simplot, Reece, Tennis Australia, and the Federal Government of Australia.

Underlying the consulting practice is Aurora, a proprietary AI platform used across qualitative research, quantitative research, brand strategy, cultural intelligence, and marketing science to accelerate delivery and quality. Distinct technical capabilities include choice modelling, Volumetric Choice Modelling, discrete choice experiments, and a Monte Carlo simulation overlay that projects pricing strategy impact over time horizons rather than only individual price elasticities. Supporting methodologies span regression analysis, cluster analysis, and prescriptive modelling including sales forecasting, alongside qualitative approaches such as ethnography, customer diaries, and behavioural-science applications via the COM-B framework. Aurora is also exposed externally through Nature: Next, a syndicated research program publishing State of the Nation and Health & Wellness reports.

Nature operates a project-based B2B professional services revenue model with custom-quoted, multi-year enterprise and government engagements. The firm is privately held by founder and management, with a wholly owned subsidiary Nature Sydney Pty Ltd; no external institutional or PE/VC backing is evidenced. It holds ISO 27001 and ISO 20252 certifications, became Australia's first market research firm to achieve B Corp certification in 2022, and has won consecutive B&T Research Agency of the Year and The Research Society Research Organisation of the Year awards in 2023, 2024, and 2025.

Name

Nature

Legal name

Nature Pty Ltd

Website

https://nature.com.au

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Nature is an Australian strategic advisory firm providing evidence-based market research to enterprise and public-sector clients across FMCG, financial services, government, education, retail, and technology. Its 50-person team applies behavioural science, advanced analytics, and the proprietary Aurora AI platform for brand strategy, communications evaluation, and CX research.

Ownership category

akta.pro rank

Headquarters

HQ city

Cremorne

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Strategic Consulting and Research Services: Nature generates revenue through providing strategic insights and market research services to commercial and public sector organisations. The firm charges for consulting engagements involving brand strategy, communications evaluation, product and service development, and customer experience optimisation. Revenue is project-based and relationship-driven with enterprise clients.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Nature is a strategic advisory and insights firm that delivers project-based research, analytics, and consulting engagements for commercial and public sector clients. Core work covers brand strategy and development, communications evaluation, propositions/products/services development, and customer experience research, supported by quantitative, qualitative, advanced analytics, and AI-enabled platforms such as Aurora.

Product overview

Nature is a strategic advisory firm offering a unified consulting and market research platform built around their proprietary Aurora AI platform. The portfolio consists of strategic consulting services encompassing brand strategy and development, communications evaluation, product and proposition development, and customer experience research. Supporting these are specialized methodology services in quantitative research (segmentation, pricing research, choice modelling, market sizing), qualitative research (ethnography, focus groups, interviews), and advanced analytics (regression, cluster analysis, Monte Carlo simulation). Nature: Next provides regular syndicated research publications on national trends. All capabilities are supercharged by Aurora, the firm's AI platform that accelerates delivery and quality across engagements.

Differentiator

Problem solved

Functional benefit

Brands

• Aurora: AI platform used at every stage of research to accelerate delivery and quality, reduce process friction, broaden the evidence base, and strengthen the quality of work.
• Nature: Next

Products and services

• Strategic Consulting Services Project-based strategic consulting spanning brand, communications, customer experience, and proposition decisions for Australian/NZ enterprises and government clients.
• Brand Strategy and Development Evidence-based brand strategy and development engagements covering positioning, identity and brand performance measurement for large commercial clients.
• Communications Strategy and Evaluation Pre-launch communications strategy and post-launch evaluation work for advertising, marketing campaigns and public sector communications programs.
• Propositions, Products and Services Development Research-driven support for developing new propositions, products and services, including concept testing, pricing and choice modelling work.
• Customer Experience Research Customer experience research programs measuring satisfaction, drivers and journey performance across commercial and public sector clients.
• Nature: Next Nature: Next research program delivering ongoing syndicated insights, with consumer culture insights referenced as a sub-service line.
• Quantitative Research Solutions Quantitative research solutions including survey design, sampling, analysis and reporting to support decisions across client engagements.
• Qualitative Research Methods Qualitative research methods including interviews, focus groups and ethnographic approaches to surface context-rich customer and stakeholder insight.
• Advanced Analytics Advanced analytics including Monte Carlo simulation, regression, cluster and prescriptive modelling to support decision-grade evidence for clients.
• Aurora AI Platform Proprietary Aurora AI Platform used by Nature to accelerate research synthesis and insight generation, underpinning its evidence-based consulting work.
• Researcher to Consultant Capability Framework Nature Researcher to Consultant Capability Framework documented as a downloadable PDF capability framework supporting the firm's consulting approach.

Quantifiable outcome

• Simplot segmentation delivered over $30M per annum from $200K investment, with 5+ years of business usage
• +3 more outcomes

Named customers23 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• The LabcoreStrategic or Co-development PartnerNature collaborates with The Lab on qualitative research projects. The Lab provides exploratory qualitative research capabilities that complement Nature's quantitative and strategic expertise. Joint projects include GE Capital segmentation work and university student precinct design research.
• Inclusive ChangecoreStrategic or Co-development PartnerNature partnered with Inclusive Change to conduct research on neurodivergent shopping experiences in Australian retail environments. Joint research published in 2026 titled 'The sensory gap in Australian stores' reveals how store environments affect neurodivergent shoppers.
• thrillsminorImplementation/ SI/ Consulting PartnerNature engaged thrills to develop visual identity following the RSPCA Certified brand refresh project. thrills implemented the brand architecture and design system developed by Nature.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Hall & Partners: Boutique-to-mid-sized brand and communications research consultancy; competes in the same brand strategy and communications evaluation space Nature serves.
• Fiftyfive5: ANZ insights and research consultancy with comparable size (~50-100 staff), boutique-to-enterprise positioning, and similar vertical emphasis on FMCG, retail and financial services.
• The Research Agency: Australian marketing and brand research consultancy of similar scale, also award-recognized within the Research Society ecosystem, competing on the same brand strategy and communications evaluation mandates.
• Blue Moon Research: Australian strategic insights boutique; Nature's founder previously ran its Melbourne office. Directly comparable boutique research firm competing for the same enterprise FMCG/finance clients in ANZ.

Broad incumbents

• Ipsos (Australia): Global market research and consulting firm with ANZ presence; competes across brand tracking, communications evaluation, customer experience and segmentation — directly adjacent to Nature's core capabilities.
• Kantar (Australia): Global insights and consulting giant operating in Australia; competes for the same enterprise FMCG, retail and government engagements but offers far broader geographic and methodological scale than Nature.
• Roy Morgan Research: Long-established ANZ market research incumbent with syndicated and custom research capability; competes on the same enterprise and government RFPs as Nature and offers broader scale but less boutique specialization.
• GfK (Australia): Global consumer insights firm with ANZ office; competes in consumer goods research, brand tracking, and pricing studies — direct overlap with Nature's quantitative practice.
• Nielsen (Australia): Global measurement and analytics firm with ANZ operations; key competitor for FMCG and retail customers (Coles, Mondelez, Bega) where Nature also operates.

Others

• Nature Research Council: Note: not included as a peer — no comparable company with this name.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/nature-pty-ltd
• Instagraminstagram.com/natureptyltd

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

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