Jamestown Analytics spotlight
- elliotbdfern
- May 26
- 3 min read
Updated: May 27
Jamestown Analytics, Data, and the Future of Decision-Making – What Football Can Teach Research
There’s something fascinating happening in the background of football – and no, it’s not just tactics or training ground innovation. It’s data.
Jamestown Analytics, a low-profile yet high-impact consultancy, has quietly become one of the most influential players in this space. Their work behind the scenes has helped transform not just Heart of Midlothian FC, but also influenced Brighton & Hove Albion and Como FC in Italy.
“I believe what we have is the best out there, so it's important that the integrity of our data and what we do is upheld,”– Justin Said, Managing Director of Jamestown Analytics
However, they don’t shout about it. According to Como director Mirwan Suwarso, the clubs working with Jamestown aren't even given access to the entire analytical process.
🔍 The Jamestown Model: Quiet, Precise, Powerful
Jamestown doesn’t chase headlines. But the outcomes speak volumes:
⚽ Brighton & Hove Albion
Their data-led scouting led to the recruitment of Kaoru Mitoma, a player overlooked by many traditional systems. Mitoma—who literally wrote his university thesis on dribbling—is now a Premier League star.Jamestown’s insight helped Brighton find value where others saw risk.
Como FC
In Italy, Jamestown have overseen recruitment at Como FC, where results are striking:
“It’s a leap of faith, but, more often than not, whatever they recommend is good. This season, I think we've signed 16 players and we haven't had a dud yet.”– Mirwan Suwarso, Como Director
That’s no coincidence. That’s data-driven precision.
Heart of Midlothian FC (Hearts)
At Hearts, Jamestown didn’t just support recruitment—they helped reshape the club’s footballing strategy. With a long-term vision and data-first decision-making, Hearts climbed to become the third-best run club in the UK (2024, Fair Game Index).
“Jamestown have a massive database which has been built over years and is continually updating itself… It tells us how players rate or how they would rate if they were playing in the Scottish Premiership.”– Hearts official
Their January 2024 window saw Elton Kabangu (who has 6 goals since arriving on loan from USG) and Jamie McCart (signed from Rotherham until 2029) make a good impact—both driven by Jamestown’s predictive models.
📊 The Parallel: What This Means for Research
As someone leading Fern Insight, a company focused on delivering survey-based research, I see a clear parallel.
Jamestown’s model proves that when data sits at the core of decision-making, outcomes improve—on the pitch or in the boardroom. But while their approach is understandably secretive, ours is quite different.
At Fern Insight, we’re committed to:
👂 Collaborative research – Involving our clients at every step
✨ Transparent insight – No black-box models, no gatekeeping
🧠 Strategic value – Research designed to change decisions, not just confirm bias
Surveys, when designed well, are more than tick-box exercises. They’re a mechanism for listening—to fans, customers, employees, and communities. They guide businesses and organisations toward smarter, longer-term decisions.
🎯 Insight With Impact – Without the Shadows
Jamestown’s legacy is one of clarity beneath the surface:
No wasted signings
No short-termism
No reactive scrambling
That’s what research should deliver too. And that’s exactly what we aim for at Fern Insight. We’re not hiding behind proprietary tech or mystique. Our work is:
Visible
Human
Built for partnership
Because the best decisions come not from secrecy—but from understanding.
💬 Final Thought
Jamestown Analytics has shown what’s possible when data shapes strategy. From Mitoma lighting up the Premier League, to Como FC avoiding any “dud” signings, to Hearts rebuilding with precision—this is data in action.
At Fern Insight, our mission is the same: to influence long-term strategy, avoid costly mistakes, and help organisations make better choices. But we’ll do it differently: Openly. Collaboratively. Transparently.
Football’s ahead of the curve. It’s time the rest of us caught up.
💡 Curious how research can move beyond “just a survey”? Let’s talk.
