Alpha Grey combines data with consulting. With an innate understanding of business, Alpha Grey helps clients use data-driven insights in decision making. Alpha Grey's work is grounded in reality, and avoids relying on assumptions.

As business owners, and managers, we want to make the best decisions for our companies. To make decisions we rely on our capabilities such as intuition, and sense of direction. However, there are pitfalls (cognitive biases), too, that can affect decision making.
Data can help avoid these pitfalls, and complement the capabilities. Data, especially transaction data, if managed well, can reflect reality, and support effective decision making. However, transaction data in its raw form is incomprehensible. Alpha Grey takes the data converts it into easily understandable insights.

Alpha Grey in a modern consulting firm challenging the conventional ways of consulting. A typical consulting firm's work is built on assumptions made by the consultants. The problem is that these assumptions do not necessarily reflect reality. As a result, the entire work of the consultant falls apart when these assumptions are misaligned with reality. An extension of this problem is that, often, consultants’ work is aimed at telling what the client wants to hear.

Furthermore, typical consultants seem to be actively involved in board meetings, but are rarely involved in the implementation process. Alpha Grey gets invloved in the implementation process as well, on site, may it be factory floor, sales offices or out in the field.