Customer insight

Find out what your buyers actually think.

Qualitative and quantitative buyer and market research from a senior team with C-suite access. We ask the questions that move your business forward.

Book a 30-min call → Replies in under 24 hours.

Clients

BT Cisco Microsoft IBM Google Cognizant Capgemini LinkedIn Siemens HCL Sage SEB Rabobank Toshiba Kyocera LG Equinix BBVA Virgin Money Nordea
If this sounds like you

The data is fine. The truth is missing.

Your last survey told you nothing.

A bar chart of agreement scores. No story. No new line.

Sales and marketing disagree about buyers.

Each team has a theory. Neither has the call recording.

The board wants to know why churn is up.

You have the number. You don't have the why. Not the real one.

You're launching a category.

Maybe it exists in the buyer's head. Maybe it doesn't. You need to know before you spend.

You have never met your real buyer.

You speak to users. You speak to champions. The actual signer has been a name on a contract.

A new product is about to launch.

Engineering is ready. The market is a guess. Eight interviews would change the brief.

What changes

You see what you couldn't see.

The data your dashboards cannot show you. The opportunities your team has missed. The red flags before the board sees them. The actual words your buyers use. The patterns under them. Ammunition for the next two years of positioning, messaging, product and pitch decisions.

What sets us apart

We do both qualitative and quantitative research. Buyer access is what sets us apart. We deliver the actual sentences your buyers used, the patterns under them and the implications for your positioning, messaging and product. Written like an FT feature, not like a research deck.

  • 1
    C-suite buyer accessSenior B2B buyer network across banking, tech and professional services. Or we work from your customer list
  • 2
    Senior journalist interviewersForty-five-minute interviews by senior journalists, not researchers. We follow the contradictions to where the truth lives
  • 3
    Insights, opportunities and red flagsData your dashboards cannot show you. Opportunities your team has missed. Red flags before the board sees them
How we work

The Mirror. The Message. The Plan.

Three phases. Four to eight weeks. End to end.

01

The Mirror

Design the interview mix with you. Eight to fifteen real buyers. The right titles. The right markets. Then the interviews. by a senior journalist, not a researcher. We follow the contradictions to where the truth lives.

02

The Message

What they said. What they meant. What is common across the room. What contradicts your assumptions. The five themes the data supports, written like an FT feature.

03

The Plan

Translation. Into positioning. Into messaging. Into product. A buyer truth deck for the board. A readout your team will reference for two years.

“

My sales and client relationship teams were underperforming. Dan and the team used simple techniques focused on the client first to hold the mirror up to us about how bad our interactions were. Has it worked? You bet. win rates are up.

IBM
Christine Wyatt
General Manager, GBS, IBM
Case · Enterprise services
12 buyers
Reframed a $1bn category
A research-led positioning shift

Twelve buyer interviews changed the line at the top of the website.

An enterprise services company thought they competed on capability. Their buyers thought they competed on something else entirely. We ran twelve interviews. Two themes recurred in nine of them. Neither was on any of the company's slides.

The new line came directly from a buyer's quote. It now leads the homepage, the sales deck and every CEO speech that goes out.

12

BUYER INTERVIEWS

2

THEMES THAT MATTERED

1

NEW HOMEPAGE LINE

Explain

Tell us what you need to know.

What the question is. Who you need to hear from. When you need answers. We will tell you in 30 minutes whether we can help.

Do you recruit the interviewees?
Yes. We have a network of B2B buyers across banking, tech and professional services. We can also use your customer list, your churn list, or your prospect list. Often we use a mix.
Do you run surveys or qualitative interviews?
Both. Surveys when scale matters. Qualitative when truth matters. We get the answer direct and fast. It may not always be pretty, or what you want to hear. That is the point.
How many interviews is enough?
Eight is the floor. Twelve to fifteen is the comfortable range. Once you hear the same thing in three or four interviews unprompted, you know the pattern is real. We tell you when we have enough.
Can we observe the calls?
No. You can watch the recordings. Independent research gives you a truthful response. The buyer says different things when your team is in the room.
What if the truth is hard to hear?
It usually is. That is the value. We tell you the truth on the readout. We also tell you what to do about it.
How do you use AI?
We use AI in our research and data modelling. To reach more buyers. To find patterns hiding in your data. To model outcomes from different positions. We use it less in the work itself. AI is often off-target on the language and context the C-suite needs. We tell clients how we use it and always work inside their security and privacy policies.
Ready when you are

Tell us about the moment.

One 30-minute call. We listen. If we can help, we tell you how. If we cannot, we tell you who can.

Replies in under 24 hours.