Insight and strategy business EmpatiX Consulting launches

Based in Boston, the consultancy offers insight, strategy and activation.

Cruikshank was previously managing director at ORC, acquired by Engine, then became president for North America at Engine. He later joined Marketing Architects as senior vice-president of business development.

Horkan was managing director at Engine’s Boston office until March 2020, before joining Rêve Consulting as executive vice-president.

The company’s services include customer experience and journey mapping, segmentation, new product and service insights and user experience.

In addition to managing partners Cruikshank and Horkan, EmpatiX employs a team of five consultants covering strategy, research, marketing, design and technology.

Horkan said: “It is really inspiring to see how clients are looking to strengthen their own business impact by combining strategy, design, and insights in ways that have been very fragmented in the past. Research alone is no longer enough.”

Cruikshank added: “There is an opportunity to bring new service models to clients as they bring research technology into their businesses – providing strategic managed services to optimise the value clients get from their research technology. This is a transformative time in the insights space and we couldn’t be more excited about supporting clients in new ways.”