Welcome to my jungle

I help businesses understand the humans they’re trying to reach

I'm Katie Tucker — customer insight and product strategist, author and founder of Product Jungle.

I work with product, marketing and leadership teams to surface what customers actually want, and help organisations turn that into clearer decisions, stronger products and better commercial outcomes. I also work with founders and small business owners who want to stop guessing and start building things people actually buy.

What I do sits at the intersection of rigorous research, commercial thinking and practical delivery. I'm not interested in insight for its own sake. I care about what happens after the findings land.

How I got here

I started my career as a journalist, which taught me the most important professional skill I have: asking better questions. From business reporter I worked my way up to managing editor, overseeing the daily product and digital delivery of ten B2B publications in the fast-paced world of commodity markets.

I spent over a decade at a FTSE 100 company, leading editorial and product teams, setting product strategies and delivering complex digital transformation programmes at scale. I learned what it takes to build products customers actually want inside large, complicated organisations and how hard it is to keep the customer voice alive when there's so much else competing for attention.

I set up Product Jungle in 2020 with a clear mission: to demystify the tools and practices that help organisations and individuals get genuinely close to their customers. Since then I've worked with businesses ranging from PE-backed B2B SaaS companies and global maritime intelligence organisations to early-stage founders building their first product.

In 2023 I published Do Penguins Eat Peaches? — which went on to be Highly Commended at the Business Book Awards 2024. My second book, How to Get to Know Your Customer, followed shortly after. I also write Jungle Juice, a weekly Substack newsletter for curious businesses building things people want.

How I work

I'm a sparring partner, not a preacher. I'll bring rigour, an outside perspective and a healthy willingness to ask the uncomfortable questions, while staying genuinely collaborative with the people in the room.

I'm direct without being difficult. Practical without being pedestrian. Results-driven, but not at the expense of doing the work properly.

I care about what happens long after I've handed over the deck. Which is why I focus as much on helping teams embed new ways of thinking as I do on delivering the insight itself.

I'm a member of the Market Research Society (MRS) and hold an MA in Information and Communications Sciences, alongside a bilingual postgraduate qualification from the Sorbonne Nouvelle in Paris.

Beyond work

I'm a parent to an neurodivergent child and write openly about navigating systems that aren't designed with all families in mind. I'm an open water swimmer of the leisurely variety, a gym regular and a relatively late coffee convert. I have four pets — somewhat reluctantly — and live in London, though I have a slight addiction to being elsewhere.

Before COVID, I quite my corporate job and spent a year travelling the world with my family. One of the best decisions I've ever made. ‍ ‍