About Klein

During every moment of our 30-plus years, we’ve been refining our understanding of B2B and consumer markets, challenges and opportunities. We’ve helped a lot of businesses make better decisions. Chances are, we’ve seen issues similar to yours, so we’ll know how to help.

Our research philosophy is refreshingly practical. No one-size-fits-all approach here. From designing research to delivery of findings, we work with you, and for you (and clients tell us we’re pretty great to work with too.)

You’ll always feel like you have a trusted partner to talk to. We speak business language. Your language. We’re straight shooters and clear communicators.

And it’s your business that reaps the rewards. By asking the right questions and uncovering the most relevant insights, we deliver outputs that can guide change, drive understanding and help your business thrive.

After all, our success relies on yours.

Our people

Simon Edwards

Managing Partner

Engineers love identifying and solving problems which might explain why this qualified engineer has embraced market research. Simon loves the diversity of organisations he deals with, getting to know them intimately, and seeing them embrace research insights. When Simon isn’t working you’ll find him working the controls on his guitar amp. Simon has a passion for music, which he makes, listens to and obsesses over. His neighbours will tell you he’s a much better market researcher than he is a musician.

Richard Birks


Combining his history selling chocolate and his love of puzzles, Richard finds nothing sweeter than helping clients solve their problems to make the right decisions for their business. Famous in the office for wanting to buy the product the client sells for every job he does, riding bikes slowly and cooking pizza quickly.

"Klein are a true brand custodian for our business; having guided our brand & business development decision making since 2014. They are down to earth, honest and trustworthy; working alongside the team at Klein is a rewarding experience."


Head of Marketing, Forty Winks

"For more than two decades Klein has worked closely with the Bunnings business to provide exceptional customer research and insights which has helped shape the Bunnings offer as it is today."


Director – Merchandising & Marketing, Bunnings

"Their combination of grey hair and rocket science is perfectly attuned to our needs. A true Strategic Partner, the team at Klein understand us well beyond the brief."


General Manager – Marketing, Harris Scarfe

"Klein has the experience and confidence to tell you what you need to hear; not just what you want to hear."


Co-founder & CEO, Spinach

"Klein gain deep insight into what is truly important to our customers and how they rate our performance. Their model is extremely powerful, easily understood and actionable."


Managing Director and CEO, GPC Asia Pacific

"Since 2014 Capricorn have engaged Klein to undertake numerous research projects on its behalf, including focus groups as well as qualitative and quantitative research. The Klein team have always delivered, with their reports containing valuable insights used to guide our strategy development."


CEO, Automotive, Capricorn

"Klein have provided Liberty OneSteel with a unique model and service we could not find in the market, and we remain one of their most satisfied customers."


BDM, GFG Alliance Australia

"Klein’s work has been invaluable – an enormous assistance to effective decision making processes, planning and commercial outcomes."


COO, Bapcor New Zealand

"We learn what we need to know, not just what we want to hear. They are a true partner of our business."


Group Managing Director, Gale Pacific Limited