A research method
built for product and
service decisions.
We don’t deliver insight decks that sit on a shelf. Every engagement is structured around the decisions your team will make next about the customer experience - and the evidence those decisions need to be defensible in the room where they’re made.
Sit with your product team to understand the decisions you are facing - roadmap, retention, expansion, new market entry - and the assumptions behind them. We define research questions that will actually move those decisions.
A research plan with crisp, decision-linked questions; a hypothesis log; a target sample and recruitment plan.
Conduct in-depth qualitative interviews with current customers, churned customers, and where useful, prospects. We deliberately invest more time than most agencies in reaching former customers - they are the most revealing voice in any research program and the hardest to access cold. Where useful, we complement qualitative work with quantitative data you already have: usage analytics, NPS verbatims, support tickets, prior survey data.
A complete corpus of evidence - transcribed, indexed and ready for analysis.
We’ve developed our own method for analysing customer sentiment and pinpointing pain points. Human craft does the framing and the synthesis; AI tooling we’ve built in-house handles the cross-cutting work - extracting themes, surfacing patterns across the full evidence base (interviews, support tickets, NPS verbatims, prior research) and grouping evidence at a scale a human reader couldn’t sustain alone. The result is then translated into a prioritised view: what to do next, what’s blocked by capability gaps, and what changes are needed inside the business to deliver.
A thematically structured analysis with evidence chains back to source, plus a prioritised opportunity backlog and capability-gap view.
We stay involved beyond the report. Where the findings call for internal process change, we lead that redesign. Where they call for changes to your existing stack - or out to market - we write the prioritised requirements your engineering team or vendors will need, define the scope, and set an evaluation baseline you can apply consistently. We don’t run the RFP itself; we make sure you walk into it ready. And where you’re shipping product changes off the back of our recommendations, we agree benefits measures up front and come back to assess them at 3 and 6 months. For retainer clients, this measurement is built into every quarterly cycle.
Process redesigns, requirements documentation, or RFP-readiness support (scope, requirements, evaluation framework) - whichever the research points to - plus a benefits realisation view that tells you whether what we recommended actually delivered.
Your customer conversations stay inside our walls.
Customer interviews contain sensitive commercial information - pricing reactions, competitor mentions, internal workflows, named individuals. The AI tooling we use to analyse transcripts runs on our own infrastructure, not on a third-party API. Your customer data is never sent to a public model and never appears in someone else’s training corpus. This matters for any client, and especially for clients in regulated industries.
What we ask of you.
- 01Access to 15-25 customers (current, churned, prospects) over the engagement window
- 02A product or research sponsor with decision authority
- 03Access to existing data we should triangulate against - NPS, usage, support tickets, prior research
- 04Willingness to act on findings that may challenge current direction
- 05Agreement up front on the benefits we’ll measure
See the method applied.
Read our case studies, or book a scoping conversation to map the method to your situation.