Field notes.
What we learn listening closely to customers — on research design, sentiment, and the gap between what people say and what they mean.
5 min read
The room you’re never in
Everyone advising you knows your customers through you, and you know them through what people are willing to say to the person who signs things. Why every owner’s picture of their market is secondhand, and the three things it takes to fix that.
Read →6 min read
Everyone hates market research. They’re not wrong.
Why owners treat research as an obstacle, what it’s actually costing them, and the quieter reason nobody says out loud.
Read →7 min read
How to run a win/loss program without hiring anyone
You don’t need a research firm to find out why you win and lose. Here’s how to run it yourself, what’s hard about it, and what good looks like.
Read →7 min read
Why “we lose on price” is almost always wrong
Your sales team says you lose on price. They believe it. It’s usually wrong, and it’s quietly costing you margin. Here’s how to find the real reason.
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