Structured interviews with the people who bought, the people who didn't, and the ones who left.
Run as an ongoing program with a fixed cadence, not a one-off study that gets read once.
- Interview guides and a recruiting process covering closed-won, closed-lost, and churned accounts.
- Interviews run independently of the deal team, recorded and transcribed.
- Coded themes with verbatim quotes, so every finding traces back to a sentence a real buyer said.
- A readout each cycle showing what moved since the last one, routed to product, sales, and messaging.
