Portland Design is launching its standalone Strategic Insights Unit (SIU), offering tailored consumer insights and trends research for the retail, travel and leisure industries. The new unit is led by Head of Strategic Insights, consumer trends expert Terna Jibo, who joined Portland in January from Somo to put insights at the centre of the company’s commercial strategies.


Retail safaris, trend reports, ethnographic film and thought leadership conferences are part of the SIU offer aimed at providing businesses with an intimate understanding of consumer behaviour, interactions and expectations, and preparing them for the future in an increasingly diverse and disruptive marketplace. 


The Strategic Insights Unit use an innovative methodological approach that focuses on the interplay between people, places, products and platforms, uncovering the multiple factors that influence our purchase decisions. By giving its clients an all-round understanding of current trends that drive consumer choices, the SIU will help brands become predictive businesses. 



“I’m delighted and honoured to be launching Portland’s Strategic Insights Unit” said Terna Jibo, Head of Strategic Insights. “At Portland, we believe that research should uncover human truths and combine them with strategy, creativity and a practical grasp of commercial reality. The launch of the SIU will only help to cement and reinforce our global design expertise and passion for identifying insights and trends that we use for designing brands and places for people.” 


Ibrahim Ibrahim, MD at Portland, said: “We deploy a ‘people-centric’ approach to future-proof our clients’ businesses. With his wide ranging experience, Terna boosts our ability to help our clients gain competitive advantage through actionable intelligence into consumer trends.”