About Us

The Directors; Graham and Ian have known each other since their Business School days and have over the years, been involved in a number of joint initiatives mostly within the analytical software and consulting industries.

Content strategy and narrative analysis rests on two pillars:

Sourcing and collating and analysing data; which is houses in our partners’ companies:
The expertise in developing web and digital algorithms.
The wherewithal to assemble the big data sets and undertake the linguistic and network analysis.
Wide ranging expertise in multiple environments.

Interpreting narratives and developing strategy, where:
Our Internal staff and resources fuse the analytical findings into practical strategic application.
In this regard, we have core expertise in Journalism and creative interpretation.



  • ian

  • Ian Macfarlane

    A strong advocate for understanding consumer behaviour in the context of the societal condition, Ian arrived at narrative analysis from the marketing discipline.

    Ian has been a marketer for over 30 years and has been responsible for developing and executing the strategy for the marketing of New Zealand (100% Pure New Zealand) and the introduction of convenience stores (Quick shops) throughout the Engen Petroleum service station network in South Africa.

    Ian has B.Com., MBA and M.Phil degrees.

  • graham

  • Graham Jacobs

    Has dedicated the last 15 years to developing and implementing successful human resource structures and optimisation plans for a variety of blue chip clients.

    He, developed a strong interest in content as a way to understand internal organisation narratives as a pathway to comprehending actual behaviour, actions and intent.

    Studies and assessments of documents and interviews were extremely time consuming with little or no method for collating common behavioural themes; a problem solved by digital linguistic analysis.

    Commensurate with his analytical acumen, Graham has B.Sc (Hons) and MBA degrees.