We Run Customer Investigations
Giving you marketing & sales insights that move the needle.
Buyers start thinking of solutions months (even years) before a purchase.
They spend it reading, researching and making decisions about the best solutions.
Yet B2B teams spend money trying to influence the end of the journey…
When buyers have likely made up their minds.
This is the fastest way to lose in B2B
Fail to grasp “how & why” your ideal customers buy…
…and you’ll fail to influence their buying decisions
In-depth interviews are the best process for reverse engineering a marketing & sales treasure map
We help you:
map out why your ideal customers are choosing you.
how buyers research & evaluate solutions (yours or your competitors)
audit your current go-to-market strategy
generate fresh ideas for positioning, messaging, content and sales enablement
make more informed decisions on how to spend marketing & sales budgets
how a typical project unfolds:
We Strategize
We capture your burning questions, the assumptions you need to prove (or disprove) and gaps in your customer knowledge.
We set research objectives, tailored to uncover insights that help your business and unique challenges.
We Investigate
Together we identify a sample of your best-fit customers and interview them at length. We map out the buying story in great detail. Every step they took to becoming your customer.
Deeply understand “Why” & “How” customers are choosing you, in their own words. Called “Voice of the Customer” work.
You get the Goods
We put it all together. We highlight the good, the bad and the opportunities. We give you ideas on marketing messaging, campaigns and copy, all grounded in the voice of the customer.
We find the common threads to help build your authority and credibility in the market.
For a deep dive into the process & results read our “One Case Study”
Pricing & Packages
In-Depth Custom Research Project
starting at $20,000
We interview a sample of your best-fit customers to create a custom research report
You receive a breakdown of their role, responsibilities, pains & anxieties - in their own words
Buying triggers and why they exist
How they research solutions (the stage marketing impacts) and how they build shortlists
How they evaluate a short-list (the stage sales impacts)
Ideas for positioning, messaging, personas & other marketing activities
Recordings and transcripts of all the interviews
Should clients be unable to source interviewees, we can source in-market buyers through research recruitment software at an additional fee
Best Fit Client - Marketing leaders who run a small team (or are a team of one) looking to build or audit a go-to-market strategy. They are looking to increase the speed of acquisition and avoid wasted spend.
Research Sprint
starting at $10,000
We interview ten of your best-fit customers
You receive a breakdown of their responsibilities, pains & anxieties - in their own words
Buying triggers and why they exist
How they research solutions (the stage marketing impacts) and how they build shortlists
How they evaluate a short-list (the stage sales impacts)
Recordings and transcripts of all the interviews
Best Fit Client - B2B Marketing teams or agencies running demand generation, lead generation, account-based management, performance marketing or other programs
Research Together
starting at $1500
Lifetime Access to DIY Guide: How to run customer interviews that don’t suck, to get you started.
Together we work through the five stages of a research project (Setting objectives & questions, conducting interviews, creating a report, and analyzing the results)
We also audit an interview conducted by you
We start a custom research report to organize interview findings
Best Fit Client - In-house marketing leader or Product Marketers looking to level up qualitative research skills
Howdy, I’m Ryan…
So far I’ve interviewed over 1800 people in my career. I’ve run qualitative research projects for B2B businesses in North America, Europe and Australia 🕵️♂️
I have 20 years of marketing miles. I’ve been a director, responsible for the odd million-dollar budget…but also supervised bootstrapped budgets at startups.
I’ve worked with over a hundred entrepreneurs, founders and businesses of all shapes & sizes.
I took a small detour in my career, working for CBC as a TV & Radio reporter. And I’ve produced short films and documentaries.
I’m most passionate about Customer Research, Go-to-Market Strategy, Business Development, Content and Brand Story.
I write about marketing stuff here 👉
Nice things nice folx have said about me:
Ryan easily puts himself into the shoes of customers to understand what they want. He takes the time to understand how he can have the biggest impact.
— Elizabeth Audette-Bourdeau, CEO & Co-Founder of Welbi
Ryan is quite visionary in his way of thinking but also able to execute the roadmap needed. In my experience it's rare to find both. He takes the time to explain the “why”.
— Sarah McGuire, Senior Director of Sales, Giatec