Customer Research
Capturing the voice of the customer to inform decisions.
Overview
Did you know?
Only 6% of CX leaders are confident that surveys enable tactical and strategic decisions.
Your customers are your best consultants. We capture their stories in their own words and translate them into insights leadership teams can act on. By hearing directly from the people you serve, your teams connect emotionally as well as strategically to what matters most.
"Surveys are no substitute for actually talking to customers."
What To Expect
Customer Interviews
Customers rarely share their true decision-making pressures or frustrations in casual conversations. When the wrong person asks—or asks the wrong way—valuable insights get missed. Structured Customer Interviews led by seasoned professionals uncover what customers really value, helping businesses see themselves from the outside in.
Are you asking the right customers the right questions?
What are customer interviews?
In-depth, one-on-one conversations with key decision-makers and influencers at your customers’ organizations to uncover their needs, pressures, and decision-making drivers.
How do we do it?
Our team—experienced business professionals, not outsourced interviewers—conducts the interviews directly. We know how to build trust, ask the right probing questions, and adapt the conversation to uncover meaningful insights.
Customer Research Plan
Many companies jump into customer research without a clear framework. They default to interviewing whoever is easiest to reach or asking surface-level questions, which leads to weak insights that don’t drive strategy. A Customer Research Plan ensures the right questions are asked to the right people, creating a foundation for meaningful learning.
Do you really know what your customers think -- and why?
What is a customer research plan?
A clear roadmap that defines the right questions, the right people to ask, and the right mix of interviews to ensure meaningful insights.
How do we do it?
We partner with you to design a thoughtful plan that maximizes the value of the limited time customers give us. This includes carefully selecting participants beyond the “most convenient” contacts, so the data is richer and more representative.
Interview Summary
Even when customer interviews are conducted, the findings often remain scattered, anecdotal, or overwhelming. Leaders struggle to see patterns or prioritize next steps. An Interview Summary distills the noise into clear, evidence-backed insights so decision-makers can act with confidence and alignment.
Are you turning fragmented customer voices into actionable insight?
What is an interview summary?
A distilled report of customer interviews highlighting the most important findings, reinforced with direct customer quotes.
How do we do it?
We use rigorous data capture and affinity mapping to identify patterns across interviews. From this, we surface the top 10 insights and provide verbatims to validate each point.
