When you need them
- Launching a new product or entering a new segment — you need to understand real value for the audience
- Conversion drop or slowing growth — hypotheses are exhausted, you need fresh insights
- Before redesigning the product or communication — find out what matters to the customer, not the team
- Product-market fit assessment at early stages
What we do
- Hypotheses and interview guide. We align questions and segments with the client — what we want to learn and from whom.
- Recruiting respondents. 8–15 interviews (depending on segment) — active customers, churned customers, competitors' audience.
- Conducting interviews. 45–60 minutes each, via video call, with recording and consent.
- Analysis. Transcription, coding, identifying patterns and contradictions.
- Report. Presentation with conclusions, quotes, and concrete hypotheses to test.
What you get
- Presentation (PDF + Keynote / Google Slides) with conclusions and recommendations
- Transcripts of all interviews (raw text + structured)
- Video recordings (if respondents gave consent)
- Jobs-To-Be-Done map or customer journey based on findings
- List of hypotheses to test in marketing and product
Timeline and format
Standard cycle — 4–6 weeks: 1 week for hypotheses and recruiting, 2–3 weeks for interviews, 1–2 weeks for analysis and report. An accelerated "discovery sprint" format is available — 2 weeks, 6–8 interviews.