Juice is an independent, strategic insights consultancy based in Auckland, with clients on both sides of the Tasman

Jude Rutherford set up Juice in 2015. In essence, Juice is Jude. Jude is passionate about helping her clients make better decisions by applying consumer insights. She is easy to work with, slotting in like one of your team. While supportive, she is straight forward and honest; the voice you can rely on to stand up for the consumer.


Jude is strategic and commercially savvy. She built and sold a successful research agency in Sydney. She is hands-on, tackling large and small problems/opportunities for her clients. Her design solutions are innovative and creative, always pushing to get the best outcome.


She believes in partnerships and continuous learning. Insights are not static.

We are problem solvers and opportunity-openers, always up for a chat. How you work with us is flexible.

Strategic Research. Those big brand positioning projects. Market Segmentation. Communication. Innovation.

Problem solving. Quick, affordable answers to nagging questions.


Insights Consultancy. There is a huge array of DIY insights tools and platforms available. What is right for your organisation? We will work with you to optimise your consumer insight processes and tools: audits; workshops; databases; coaching; your part-time Insights Manager.


Agency Support. Working with your team to improve performance in terms of winning new business and delivery . Coaching; pitches; analysis; storytelling.

We are not beholden to any specific tool or approach

Jude is a very experienced qualitative researcher, who is also numerate. Often solutions are a blend of qual and quant methodologies. The research world has embraced tech and AI. We use a mix of these platforms, sourced from all over the globe. We partner with a few very clever specialists; think behavioral science experts, segmentation modelers, platform providers.


How we put the methodology is together tailor-made for the client and what we are going after. Solutions are agile and we understand the need for return on any research investment.


Central to our approach is client partnership and collaboration. When our clients own the insights; the magic happens. We are easy to work with, supportive and honest. We stand up for the consumer.


“I’ve worked on a number of projects with Jude and Juice Research over the last five years. The projects have ranged from small, quick-turnaround barometer tests, to major consumer perception studies to help redefine brand positioning. Juice quickly became our preferred research and insights partner. I love Jude’s approach. She throws herself in 110% and as a consequence, delivers well beyond what’s expected. She’s able to quickly distil and summarise learnings and insights in a way that contributes more than just a research response; instead, it’s a broad and considered strategic response to the problem at hand. There’s also a willingness to pivot and adjust through the project in response to what we’re learning - and this results in deeper learning and more robust outcomes.

If you want a true business partner, who takes the time to understand the business as if it were her own, then you won’t do better than Jude and Juice Research.”

General Manager
Brand Strategy & Product Marketing

“Jude approaches briefs with a fresh and curious mindset – despite her many years of fantastic experience, she never assumes. She tackles both big and small briefs with genuine passion, keen to understand more and help me uncover those golden insights that help steer my marketing plans.

Innovative in her approach, bringing ideas to tackle each brief the right way. Jude is a delight to work with.”

Senior Brand Manager

Consumer Packaged Goods

“We appointed Jude Rutherford of Juice Research in May 2020. Jude quickly immersed herself into our business, seamlessly becoming an extended member of our Leadership team.  With her extensive experience, strategic ability and curiosity to deep dive into critical insights, we could generate a deep understanding of our resident’s needs across all areas of our business.

She kept us honest and on task, with our resident’s voices always at the forefront. We quickly identified focus areas for our business and implemented clear, actionable management plans with a flow-on effect, benefiting our residents almost immediately. Jude is professional at all times and passionate about what she does. The team and I continue to look forward to working with her in our future.”


Retirement Industry


What clients say about Jude and Juice



For more information please
get in touch:

+64 224 257 606


10 Waitoa Street

Parnell, Auckland

New Zealand 1052

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