Teesside University and Jepson & Co Limited KTP 24_25 R1

A small business is building a digital marketing toolkit based on consumer psychology to help it break into new markets. The project addresses a common gap: many small companies have strong products but lack the strategic know-how to reach the right customers online. Jepson & Co Limited, working with Teesside University, will embed academic insights about how people make purchasing decisions into a practical, repeatable marketing system. This toolkit will be tailored to the company’s existing products and designed to scale into entirely new customer segments. If successful, the toolkit could transform how this single business grows—reducing reliance on trial-and-error advertising and replacing it with a psychology-driven approach. The immediate impact is commercial: faster market entry, better return on marketing spend, and more confident targeting. Beyond one firm, the Knowledge Transfer Partnership model itself demonstrates how fundamental consumer psychology can be translated into a concrete digital tool that other small businesses could eventually adopt. The project is applied and commercially focused, not fundamental science, but its value lies in turning academic theory into a working system that quietly improves how a company competes.