Find more customers like your best ones.
The customers who chose you have a story worth hearing. We study ten of them to uncover what sparked their search, why they picked you, and where to look for more people like them.
with existing customers
human interpretation
You know what customers bought. Do you know why?
Dashboards can tell you which campaign converted. Reviews can tell you whether people are happy. But neither always reveals the story behind the decision to buy.
Watch a customer story become a growth hypothesis.
Explore a fictional example of our thinking. This is how we move from what someone said to what might be worth testing.
What set the buying journey in motion?
“When our team doubled, handoffs started falling apart. That's when we looked for help.”
The trigger may not be a missing feature. It may be a process that stopped working as the company grew.
Test messaging about reliable handoffs for growing teams, rather than leading with a feature list.
Not just interviews. A better basis for growth decisions.
The output is designed to help your team move from customer anecdotes to defensible hypotheses about positioning, messaging, and acquisition.
A synthesis of buying triggers, desired progress, alternatives, and the criteria behind their decisions.
A clearer view of discovery journeys, influential touchpoints, and the moments that built trust.
Evidence-linked hypotheses for attracting similar customers, with open questions and recommended next tests.
Ten conversations. Four focused steps.
A small, deliberately selected study. Enough depth to explore buying decisions without turning research into a months-long abstraction.
Select
Identify ten existing customers whose experience is relevant to the kind of growth you want.
Interview
Reconstruct their buying journey: the trigger, struggle, alternatives, decision, and desired progress.
Interpret
Look for recurring themes using JTBD/DTBD and semantic analysis, with human review and source context.
Recommend
Translate findings into positioning, messaging, and customer-acquisition hypotheses to validate.
Human depth. Analytical discipline.
We explore decisions, not opinions.
JTBD and DTBD interviewing starts with what people actually experienced before they bought, not just what they say they prefer.
We listen beyond the obvious answer.
Semantic analysis adds another lens to recurring themes and language. Researchers examine the context rather than treating an algorithm's interpretation as fact.
We keep the evidence visible.
What customers said, what we infer, and what should be tested remain distinct. You can challenge the reasoning before acting on it.
Designed for businesses that already have something working.
The best starting point isn't a blank market. It's a group of customers who have already chosen you—and whose decisions could teach you something useful.
↗ This could be for you
- ✓You have happy existing customers you can interview.
- ✓You want more customers like them, but aren't sure what really drives the purchase.
- ✓You need sharper evidence for positioning, messaging, or acquisition decisions.
↘ Probably not the right fit
- –You have no customers yet to study.
- –You need a statistically representative market-size estimate.
- –You want a guaranteed revenue result or immediate campaign execution.
What you'd probably ask us.
A few details worth clarifying before starting a qualitative research project.
Ten well-selected, in-depth conversations can reveal useful qualitative patterns and generate focused hypotheses. They do not give statistically representative percentages or guarantee that every buyer behaves the same way.
We would start with the current customers you most want more of. Selection criteria should reflect your commercial goals—not just who is easiest to reach.
Not within this fixed research scope. The study produces findings and hypotheses for your team to validate. Implementation support can be discussed separately.
The starting offer covers a study of ten existing customers and synthesis into research findings and growth hypotheses. We would confirm recruitment responsibilities, report format, and access to source materials before kickoff.
Your next move deserves better evidence.
Let's find out what your best customers were really buying—and what their stories suggest you should explore next.