Founding directors Greg Taylor and Joan Nelson, were general managers of national research companies prior to forming the NTF Group, previously Nelson Taylor Fox.

While working in these roles, they recognised a need for a company to occupy the space between market research outputs and the management consulting function. They also recognised the need for more precise methods of measuring customer behaviour.

Nelson Taylor Fox's key purpose was to fill the gap in high calibre management support to improve the productivity of marketing and customer management activities.

With the addition of key analytics staff, the NTF Group has fulfilled its objective in developing and applying prediction and discovery methods from mathematics and artificial intelligence to facilitate improved commercial outcomes for its client base.