Juice is an independent, strategic research consultancy based in Auckland, New Zealand. We unlock data to uncover meaningful insights and clearly articulate activation strategies for our clients.

Juice was founded by Jude Rutherford, a Kiwi, with over twenty years experience in research and marketing strategy. Jude has spent much of her career overseas. She set up Jigsaw Strategic Research in Sydney in 1994 and grew the company to be one of Australia’s most respected agencies.

Now living back in New Zealand, Jude’s ambition is work directly with clients
to help them derive greater value from the research process. Jude’s experience and skills will help set Juice apart as a strategic consultancy that clients can trust to deliver innovative research solutions and commercial recommendations.

We work collaboratively with our
clients to embed consumer insight within their businesses.

Research is a core tool, but it is not the deliverable. We take seemingly disconnected information, observations and ideas through our process
 of investigation and analysis and connect the dots in new and compelling ways. The deliverable is clear strategic direction borne out of consumer insight.

We are comfortable with all manner of audiences and categories. We have
 a particular passion for understanding and influencing human behaviour around money and finances, health, and food and drinks.

We don’t use a juicer.

Our experience, expertise, process and creativity combine to extract the Juice. We have a qualitative heart. We build our qualitative database through listening, observing, conversing and playing. We are likely to employ mix of approaches to stir our thinking: facilitating groups, one on one chats, workshops, communities, customer experience journeys, ethnography, or some creative blend of these connection methods.


The database is the beginning. Our analysis process is rigorous and challenging. It is discovering connections and unconventional thinking that delivers true insight and value to our clients. Our skill set extends to numbers. We are good
at the design and interpretation of quantitative surveys and, in particular, combining qualitative and quantitative learnings to deliver
new perspective.


“I have had the pleasure of working with Jude for a few years during her time at Jigsaw Research. Under her leadership, Jigsaw consistently amazed me with their ability to innovate in their research to get the very best output possible.

In my opinion, Jude’s individual creativity, combined with an infectious curiosity and professionalism sees her as an invaluable partner for any business looking to generate a deep understanding of customers and prospects and actionable insight to tackle any business problem or opportunity.”

Edward Rutherfordᅠ
Head of Customer Strategy (Consumer)
National Bank Australia

“I have worked with Jude in my capacity as Head of Insights at Nestlé Oceania for the last 5 years. I have always found Jude to
be an excellent strategic and commercially savvy thinker. She is very passionate about what she does and ensuring that her clients get the best. Whilst I was disappointed that she left the shores of Australia, I was very happy to hear that she is setting up shop
in New Zealand… those lucky Kiwi’s.

I would have no hesitation in recommending Jude unless your business competes against mine… in that case stay away!”

Joanna Derry

Head of Insights and Planning
Nestle Australia

“It was an absolute pleasure working for Jude at Jigsaw. What sets her apart is her genuine passion for what she does and her naturally caring nature in everything she does. Even though I no longer work directly with Jude, she still looks out for me in my development (both personal and professional).

This care is also evident in her work. She takes time to truly understand her clients’ business, form deep collaborative partnerships with them and deliver work which is head and shoulders above her competitors.”

Karen Sheppard

ANZ Insights Manager


Words from people we’ve
worked with.



For more information please
get in touch:

+64 224 257 606


10 Waitoa Street

Parnell, Auckland

New Zealand 1052

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