Greg Mitchell

I help organizations understand why their customers stay, leave, and buy — then turn that understanding into strategy that actually moves.

I'm the founder of Sharpen Consulting, a Brussels-based research consultancy specializing in qualitative research and audience strategy. The question I'm usually hired to answer isn't "what are our users doing?" — it's "why, and what should we do about it?”

The methodology I use is Jobs-to-be-Done. JTBD reframes the research question: instead of mapping behavior, you map intent. What is the customer actually trying to accomplish? What does your product need to do — and stop doing — to fit that picture? The answers tend to be more specific, more actionable, and more durable than what traditional research produces.

I work with product, strategy, and leadership teams facing real decisions: launching or repositioning a product, diagnosing retention problems, making the case for where to invest next. The core offer is the JTBD Sprint — a structured research and facilitation process that moves from strategic question to actionable insight in weeks, not quarters.

I've worked with demanding clients across media, publishing, and digital platforms — including the New York Times — and I bring that same rigor to a broader range of organizations that want research built for real decisions, not reports that live in a drawer.

Based in Brussels. Working across Europe and internationally.

If you're trying to understand your customers well enough to make better bets — that's the work I do.