Buyer insights from real conversations.
Hundreds of interviews. Market intelligence for marketing, product, and sales teams.
Hundreds of interviews. Market intelligence for marketing, product, and sales teams.
Among 353 startups,
42%
of product failures traced to "no market need"
CB Insights
Among 1,600 companies,
80%
did not have pricing discussions with customers early in product development
Simon-Kucher & Partners
Companies without strong insights capabilities are
88%
less likely to achieve strong revenue growth
Forrester
AI-moderated interviews run hundreds of structured conversations with buyers, switchers, and non-customers in your category. Each one follows a research-grade guide. Each one probes on follow-ups a survey never could.
Every study centers on the buyer's last real decision in the category. What they considered, what they picked, what they regret. Switching analysis reveals the actual decision logic of your market, not a hypothetical ranking of features.
Transcripts are coded and analyzed using established frameworks: category entry points, jobs-to-be-done, perceived differentiation, switching cost models. The output is a structured finding, not a stack of highlighted quotes.
Every engagement produces deliverables designed to move directly into your marketing, product, and sales workflows. No dashboards. No raw transcripts dropped over the wall.
A structured account of how your market perceives your category, grounded in hundreds of real conversations. Written for executives, not academics.
A visual model of how buyers move between solutions in your category. What triggers consideration, what closes the deal, what causes regret.
The actual words your buyers use to describe their problems, evaluate alternatives, and justify decisions. Organized by persona and buying stage.
Concrete actions for marketing, product, and sales, each tied to a finding in the data. Not "consider repositioning." Instead: here is the positioning, here is the evidence, here is who it resonates with.
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