Structured interviews with verified paying buyers. Switch triggers, pricing intelligence, battle cards. Optionally test your prototype with those same users. Standard delivery in 2 months; urgent in 2 weeks.
"We've been looking for a reason to leave for 18 months. The annual renewal is the only thing keeping us."
Verified paying users. Ranked switch triggers & verbatim quotes.
Churn risk, pricing power, and switching friction. Validated by the target's own customers.
Retained panel of verified buyers. Track sentiment shifts month over month.
Message variants tested against real buyer objections before you launch.
You specify the rival and the customer segment. We scope the study within one business day.
Panel recruitment and proprietary outbound. Every respondent is a confirmed paying customer.
20-minute calls using our validated framework. Switch triggers, stay reasons, verbatim quotes captured.
Full 5-component brief with raw transcripts. PDF download and client portal access.
We're the only firm that interviews your competitor's customers and puts your prototype in front of them in the same engagement. No cold recruiting for round two - these users already live in the category.
Entering a market an incumbent owns. Know which segments are underserved before you commit the roadmap.
Independent validation from the competitor's own customers. Not the founder's deck.
Primary research your team can't run cost-effectively. Delivered in days, not months.
"We'd move the day someone gave us relational power without the training overhead."
We never disclose client identities to respondents, compete with our clients, or share intelligence across engagements.
We use a combination of panel recruitment, proprietary outbound, and professional network sourcing. Every respondent is verified as a confirmed paying customer of the named competitor before being included. We typically achieve 20 verified respondents within 7–10 days.
No. Respondents sign NDAs and are never told who commissioned the study or why. We operate blind - your company name is never shared. Competitors have no visibility into engagements involving their customers.
Surveys capture opinions; structured interviews capture reasoning. Our trained interviewers probe beyond surface answers to understand why switch triggers exist, how severe they are, and what would actually need to change. The result is ranked, actionable intelligence - not summary statistics.
Yes - this is our differentiator. After round-one discovery interviews, we can run a second round showing respondents your mockup and capturing reactions. Because these users already live in the category, their feedback is far more signal-dense than standard usability testing. Prototype testing is available as an add-on to any Standard or Programme engagement.
We confirm feasibility before you pay. If we cannot reach the agreed respondent count for your target competitor and segment, we will tell you upfront during scoping - not after recruitment begins. In rare cases where recruitment falls short mid-study, we pro-rate the fee.
Every Standard and Programme brief includes five components: Switch Trigger Map (ranked reasons customers would leave), Stay Reasons (what's keeping them), Unmet Needs (gaps in the competitor's product), Pricing Intelligence (what they actually pay and discount patterns), and a Battle Card (sales-ready talk tracks and objection handling). Raw transcripts and a client portal are included. See the interactive preview above.
Urgent engagements prioritise your recruitment queue and run parallel interview tracks. The 2-week option is commonly used for pre-close M&A diligence and live deal cycles. Medium (4 weeks) and Standard (2 months) windows are also available. Urgent and Medium carry a surcharge — reflected in pricing when you select the urgency option.
Tell us the competitor and segment. We confirm scope within one business day. Recruitment begins on pre-payment.