Consulting / Stage 01 of 04
We ring your buyers and ask them why they bought, or why they didn't. No focus group, no moderator, and nobody on the call who stands to make money from the answer.
Who gets asked
Everybody talks to these. They'll tell you what went right, which is pleasant and not much use.
Hardly anyone asks these. They know exactly what your competitor said that you didn't.
Nobody asks these at all, and there are usually more of them than the other two put together. Half the time your real competitor isn't a competitor. It's a shrug and a spreadsheet.
Put eight people in a room and they perform for each other. On a one-to-one call there's nobody to impress.
Nobody is going to be blunt with the person whose commission depends on the answer. They can smell it in about thirty seconds.
We ask about events, not feelings. People remember what they did far better than they can explain why they did it.
The polite answer comes first. The real one turns up in the pause after it.
In practice
What runs it
We build the list for the study. Nothing bought in. You sign off the filters, we verify it before anyone gets contacted.
Reached from our own infrastructure. Separate domains, properly authenticated, warmed up first. Your corporate mail never goes near it.
Screened against the brief before a slot gets booked, so you're not paying for the wrong conversations.
We handle it. A gift card, or money to a charity they pick, which tends to go down better with senior people.
Captured and written up with their actual words left in. The words are the whole point.
Interviews by group: bought, chose a rival, did nothing
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