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What the evidence changes.

Investigations into the questions, assumptions and evidence behind consequential decisions.

HUBL / RESEARCHCurrent HUBL View

HUBL frames the question, works out what matters, investigates evidence, tests assumptions, challenges the case, exposes uncertainty and forms a view.

Featured investigation

01
PUBLISHED
Business DecisionsMarkets

Where Should a UK B2B Software Company Test Its First European Market in 2026?

A comparative investigation of Ireland, the Netherlands, Germany, France and Spain for a bounded first demand test.

Current HUBL ViewFor the representative company profile, test the Netherlands first unless stronger company-specific evidence points elsewhere. Ireland is the strongest alternative when English-language access and digital readiness matter more than scale and labour cost.Open investigation

Published investigations

01
PUBLISHED
Business DecisionsMarkets

A European SaaS Company Has US Interest. What Should It Test Before It Invests?

Early interest can create pressure to hire, partner, or build infrastructure. This investigation separates what public research can clarify from the company evidence needed before a larger commitment is justified.

Current HUBL ViewPublic evidence does not justify selecting a US operating model or making a material US investment for the representative company. The lowest-regret next step is to run a bounded validation programme that tests independent buyer demand and execution conditions before hiring, committing to a partner model, or building US infrastructure.Open investigation

Representative investigation

Illustrative
Representative investigation
Business DecisionsMarkets

Should a growing business enter a new market now?

A representative investigation into whether market attractiveness is enough to justify an immediate expansion commitment.

Current HUBL ViewDo not commit to full market entry yet. Test demand quality, acquisition economics and execution capacity before making the larger commitment.Open investigation

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How HUBL investigates

HUBL frames the question, works out what matters, investigates evidence, tests assumptions, challenges the case, exposes uncertainty and forms a view.

  1. Frame the question
  2. Investigate what matters
  3. Challenge the case
  4. Expose uncertainty
  5. Form a view

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