Human-centred research + insight

Turn complex human experiences into clearer decisions.

Stream of Insights helps organisations understand customers, users, services and programmes. We turn human experience and evidence into clearer decisions, stronger services and more meaningful outcomes.

Discuss a project See selected work

Selected clients

X-Bigly Labs / Dischem Old Mutual Capitec Fedgroup MasterStart Allan Gray Orbis Foundation Sea Monster

What we do

Research that gets beneath the surface.

Flexible research support across UX research, customer experience, service journeys and programme evaluation, from focused discovery sprints to end-to-end engagements.

01

UX & Customer Experience Research

Understand what people need, where journeys break down and what should change.

  • Customer & user interviews
  • Contextual and field research
  • Concept & usability testing
  • Journey research & synthesis
02

Research, Evaluation & Insight

Move beyond surface metrics to understand why patterns exist and what they mean.

  • Mixed-methods research
  • Survey & impact evaluation
  • Qualitative & quantitative analysis
  • Stakeholder-ready reporting
03

Service & Journey Research

Understand how experiences unfold across digital, human and operational touchpoints and where they break down.

  • End-to-end journey research
  • Frontline & operational research
  • Service concept testing
  • Journey mapping & opportunity areas

Selected work

From evidence to practical change.

A few examples of how research has shaped service concepts, digital experiences and business decisions.

Pharmacy environment observed during customer and service research
Healthcare retail · Customer & service research

Understanding the pharmacy experience to inform Dischem's Store of the Future

Working with X-Bigly Labs, I conducted customer and pharmacy research across the prescription journey using interviews, in-store observation, staff research and concept testing.

The work surfaced pain points and opportunities across dispensing, collections, communication and delivery. The findings informed future-state service journeys and Dischem's Store of the Future, initially launched at Melrose Arch.

InterviewsField researchConcept testingJourney research
Payments UX competitor analysis comparing app and web experience patterns
Business banking · Competitor & UX analysis

Benchmarking business banking experiences to identify opportunities

Conducted an extensive competitor analysis for a large South African bank, comparing business banking features, functionality, UX patterns and key customer flows across local and international competitors.

The research highlighted gaps, standout experiences and practical opportunities for improvement. It informed executive decisions and changes to the bank's business banking proposition, UX and digital journeys.

Competitor analysisUX benchmarkingFeature analysisExecutive insight
Research workshop and persona development artefacts
Financial services · Customer research & information architecture

Designing a website around how customers understand and look for information

Research to inform the development of a new website and information architecture for a South African financial services provider. We began with stakeholder workshops to map the customer journey and surface existing assumptions, followed by customer interviews and card sorting to understand how customers navigated the journey, the language they used and how they expected information to be organised.

The research helped identify where internal terminology and assumptions did not align with customers’ mental models, informing a clearer website structure, navigation and overall customer experience.

Stakeholder workshopsJourney mappingCustomer interviewsCard sortingInformation architecture

Why Stream of Insights

Human understanding first. Tools second.

Good research starts before the analysis. It starts with the questions we ask, the people we include and the assumptions we are willing to challenge.

Founded by Camilla Cicatello, Stream of Insights brings together psychology, UX and customer research, service research and programme evaluation. The approach is practical and human-centred, connecting lived experience with evidence to help organisations understand what is happening, why it matters and what to do next.

AI is used where it adds value to speed up organisation and synthesis, while research design, methodology, interpretation and judgement remain human-led.

Connect with Camilla on LinkedIn
Camilla Cicatello, founder of Stream of Insights
Mixed-methodsqualitative + quantitative
Cross-sectorhealthcare, financial services, education & social impact
Flexibleproject-based, contract and embedded support

Client testimonials

Trusted to get to the insight and deliver.

“Stream of Insights did an outstanding job on MasterStart’s UX. The team’s expertise significantly improved our ability to engage with customers more effectively. Thanks to their insightful analysis and research, we gained a much deeper understanding of our customers’ needs, leading to better decision-making and enhanced business insights. Their contributions were invaluable, and their attention to detail and strategic thinking truly stood out. Highly recommended!”
Faryn DavidsonCOO, MasterStart
“It was incredibly helpful to bring in Stream of Insights for our educational game project. Timelines were tight, but they were able to make a plan to get our accelerated research phase completed in time for our client presentation. I would gladly work with them again.”
Jade DuckittCreative Director, Sea Monster Digital

Have a complex question?

Let’s find the human insight behind it.

Available for project-based, contract and embedded research and evaluation work.

hello@streamofinsights.com