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Your messaging reflects what you think makes your product valuable. Buyers often care about something else: a problem they can't ignore, a risk they want to avoid, or a habit that keeps them where they are.
Real conversations show what drives their decisions. And the prospects you haven't won yet often have the most to teach you.
We recruit the buyers you want to understand through targeted outreach, then feed what we learn straight back into your messaging.
Reach the buyers you actually want. Prospects, lost deals and users of alternatives, not just the customers you already have.
Conversations that can go further. The interview is research, never a pitch. Sometimes a buyer raises a need of their own, and the conversation continues with your team.
Make every conversation smarter. What we learn in interview three shapes the message that books interview four.
Charlie Cook, CEO, Rightcharge
1 in 3
Where the fit is real, conversations continue. For Rightcharge, 1 in 3 interviews went on to a commercial discussion.
Read the case studyFive steps from first hypothesis to commercial assets. A typical mission runs six to eight weeks.
Align on the questions, assumptions and buying behaviours you need to understand.
Identify priority segments and the decision makers who influence the purchase.
Reach your target audience through personalised LinkedIn and email outreach.
Structured 30 to 60 minute conversations led by a two person team: one asks, one listens for emerging needs. Recorded and transcribed in French and/or English, with each participant's consent.
Turn recurring patterns into an ICP, a messaging framework and sales assets, then feed them back into your outreach.
Optional extension: team training, so you can keep running interviews yourselves.
People don't change because a product or service is better. They change when the reasons to switch outweigh the reasons to stay. The 4 Forces show what pushes buyers towards a new solution, what draws them to it, and what holds them back.
Towards change
What makes today painful enough to change?
Gives your team: Your opening message
Towards change
What does the ideal future look like?
Gives your team: Your value proposition
Holding back
What makes switching feel risky?
Gives your team: Your objection handling
Holding back
Why is staying put easier?
Gives your team: Your answer to doing nothing
Not yet another customer research report that will sleep in your inbox. A practical framework your sales and marketing teams can put to work straight away.
Strategic deliverables that belong to you following the Customer Intelligence mission.
Validate demand, understand local buying behaviour and find potential customers before investing in a local team.
Discover what buyers value, what makes them hesitate and what would convince them to act.
Understand why your messaging isn't landing and what stops prospects moving forward.
Give both teams a shared view of the customer, built on real conversations rather than assumptions.
Works best when you sell to a clearly defined target market.
Six to eight weeks, from scoping to insights and commercial assets. The exact timeline depends on your segments, your audience and how many interviews you need.
Yes. People like being asked about their work, especially when the outreach is personal and the request is clear. For our client Rightcharge, one message in five led to an accepted interview, booked within seven days on average.
No. The interview is research and we run it that way: it has to be worth the interviewee's time. When a buyer raises a need themselves, we ask whether they'd like to continue the conversation with your team, then pass it on with full context.
At least 15 to see solid patterns. For a new market we usually run between 20 to 40, until the same patterns keep coming back.
Ideally a mix: customers, prospects, lost deals and users of alternative solutions.
We handle recruitment, interviews and analysis. We need one person from sales, one from marketing and a senior sponsor to set priorities and review findings. We share progress at a weekly check in, and your team is welcome to listen in.
Interviews are recorded and transcribed with each participant's consent. You receive the agreed research outputs: transcripts, summaries and verbatim buyer language.
No. We run recruitment and outreach on our own tools, including Clay and HeyReach, at no extra cost to you.
Yes. We interview in your buyers' language, with transcripts in French and/or English to suit your team.
The insights feed straight into your outbound, inbound, paid media, SEO and sales execution. If you want to build on that momentum, our signal-based outbound service turns those insights into ongoing commercial conversations.
Let's explore what your customers and prospects really value, where your messaging falls short and how buyer conversations could open new opportunities.
We'll discuss your market, your challenges and where interviews could make the biggest difference.
