Customer research that starts
with what people actually did, not what they say
What a customer says in an interview and what the same customer did on your site often disagree. The disagreement is usually where the real insight lives. We run structured interviews alongside session recordings, support logs and CRM notes, so a finding is backed by behavior, not a quote that sounded convincing in the room.
What people say, and what the recording shows
Customer interviews are useful and routinely misleading in the same breath, because people are honest about their intentions and unreliable narrators of their own behavior. A customer confidently explains why they almost did not buy. The real reason, visible in a session recording, is often smaller and more fixable than the story they tell afterward. A form that silently rejected their input. A step that took three tries. A sign-in flow that failed without a clear error.
A common pattern across app audits: a sign-in step silently fails for a steady share of users every month. No interview alone would surface this fixable number, because the people who hit that wall mostly just leave rather than calling to complain. A day-7 retention curve sitting far below day-1 is a typical early warning sign. It gives later interview findings about onboarding confusion real weight, instead of leaving them as anecdotes.
Research that only interviews people, without checking what they actually did, risks confidently acting on the wrong story.
How we run the research
We build an interview guide around the specific open questions your business actually has, not a generic discovery template. We run 5 to 10 structured interviews with real customers, or, often more revealing, people who considered buying and did not. Every interview gets cross-checked against whatever behavioral data exists: session recordings, support tickets, CRM notes. A theme that comes up in conversation can be weighed against what actually happened at scale.
The synthesis we deliver is organized by theme and flags contradictions between what people said and what the data showed. That gap is usually the most useful finding in the whole project. Recommendations are tied to specific funnel or product decisions you are actually facing, not a persona slide that looks good in a deck and changes nothing.
What we need from you
A way to reach real customers or recently lost prospects willing to talk. Access to session recordings, support logs or CRM notes, if they exist. Tell us the specific decision this research needs to inform. A focused question produces a far more useful round of interviews than an open-ended “learn about our customers.”
What you see in the report
Whether the recommendations, once acted on, moved the specific metric they targeted, checked against the behavioral data the same way the original research was.
Price and timeline
| Option | Price | What it covers | Timeline |
|---|---|---|---|
| Launch or audit | from $1,200 | 5 to 10 interviews, behavioral cross-check, written synthesis | 2 to 3 weeks |
| Monthly management | from $900 / month | Ongoing rolling interviews tied to product or funnel changes | monthly, no lock-in |
| Full control, handover to your team | from $2,200 | Full interview guide, methodology and training for your team | 3 to 4 weeks |
Related
Customer research pairs naturally with a marketing funnel audit and informs positioning and messaging workshop work. The full build is on the analytics service page.
Getting confident answers in interviews that do not match what your data shows? Get in touch and we will cross-check the two.
FAQ
How much does customer research cost?
From $1,200 for a round of 5 to 10 structured interviews cross-checked against behavioral data, with a written synthesis, delivered in 2 to 3 weeks.
How long does a research round take?
2 to 3 weeks, mostly gated by scheduling interviews with real customers. The analysis itself moves faster once interviews are done.
How many customers do we need to interview for this to be useful?
5 to 10 structured interviews usually surface the recurring themes for a focused question. More than that has diminishing returns, unless you are deliberately covering distinct customer segments.
What do you need from us?
Introductions to customers willing to talk, or a way to recruit them. Access to session recordings, support tickets or CRM notes too, if those exist, since the behavioral cross-check is where this earns its value.
How do you report findings?
A written synthesis organized by theme, flagging where what customers said and what the data showed disagreed. Recommendations tied to specific funnel or product decisions, not a generic persona slide.