About Hoog

Hoog exists to help businesses make better decisions through evidence.

Hoog is a market intelligence, customer insights and strategic advisory firm: AI-accelerated, human-validated and decision-focused. We help leaders understand markets, customers and competition — and turn that understanding into confident decisions.

Last reviewed 2 October 2026 by the Hoog research team

Why we exist

Most important decisions are made with incomplete information.

Whether it is entering a new market, launching a product, responding to a competitor or evaluating an investment, leaders rarely have all the facts. Published data is often generic, outdated or built on definitions that do not match the question.

Hoog closes that gap. We design research around the specific decision in front of you, gather evidence from the right sources — including the customers, experts and partners who know the market best — and translate what we find into clear recommendations.

The name Hoog means “high” in Dutch. For us it stands for a high standard of evidence and a higher vantage point on your market.

What we do

Research. Intelligence. Strategy.

Research

Primary and secondary research designed around the decision: who to ask, what to measure and which sources to trust.

Intelligence

Continuous monitoring of markets, competitors and signals, filtered and interpreted so leaders see what matters.

Strategy

Evidence translated into options, trade-offs and recommendations that leadership teams can act on.

How we work

Human expertise, strengthened by technology.

Primary research: Expert interviews, IDIs, focus groups and surveys with customers, channel partners and decision-makers.
Secondary research: Filings, statistics, trade sources and databases — rigorously sourced and cross-checked.
Analytics: Market modelling, segmentation, driver analysis and competitive benchmarking.
AI-enabled research: AI tools that extend coverage and speed across discovery, extraction and analysis.
Human expertise: Researchers who design the work, validate evidence, interpret context and stand behind the advice.

What we value

Principles we work by

Evidence over opinion

We say what the evidence supports — and are clear about what it does not.

Clarity over volume

Fewer, sharper findings that answer the question beat long reports that don't.

Integrity

Ethical research practice, transparent methods and no overstated claims.

Partnership

We work alongside your team, from scoping to the decision itself.

Leadership & management

The people you will work with

Hoog is led by people who have done strategy and client work inside consulting firms, technology services companies and fast-growing product businesses.

Kumar

Founder & Head of Strategy

18+ years in strategy roles
Worked across the United States and India
Consulting, enterprise IT services and SaaS experience
Leads research design and strategic advisory at Hoog

Kumar has spent more than 18 years in strategy roles, working with teams in both the United States and India. His career spans a global professional services firm, enterprise IT services companies and fast-growing SaaS businesses — so he has seen strategy from the advisor's side of the table and from inside companies that have to execute it.

That mix shapes how Hoog works. Kumar's time at EY grounded him in structured, evidence-based problem solving; at L&T Infotech and KaarTech he worked within enterprise technology services, where buying decisions are long, multi-stakeholder and relationship-driven; and at Hubilo and HackerEarth he worked in product-led SaaS companies where product-market fit, pricing and go-to-market choices are made quickly and revisited often.

At Hoog, Kumar leads research design and strategic advisory — framing the business question with clients, choosing the right mix of primary and secondary research, and turning the evidence into clear recommendations on growth, market entry, positioning and go-to-market.

Previously at

EY
L&T Infotech
Hubilo
KaarTech
HackerEarth

Focus areas

Growth strategy
Market and competitive analysis
Go-to-market strategy
Technology, SaaS and IT services
US–India markets

Sushma

Business Development Manager

10 years in business development
Client needs discovery and requirement scoping
Relationship management from first call to delivery

Sushma brings 10 years of business development experience and is often the first person a client speaks to at Hoog. She is at her best in conversation — listening carefully to understand the business situation behind an enquiry, the decision the client needs to make, and what a useful answer would look like for them.

She works with clients from the first call through scoping and delivery: clarifying objectives, making sure proposals address the real question, and keeping communication clear and responsive so that clients always know where their project stands.

Focus areas

Client relationship management
Needs discovery
Proposal scoping
Business development

Start a conversation

Want to talk through a market, customer or competitive question?

Tell us about the decision you are facing. We will come back with a clear view of how research can help — and what it would take.

Talk to an Advisor