Market and customer experience research
A leader’s intuition is often wrong. We run research that reveals what your customers actually think and do, where the market opportunities lie, and how to position yourself against competitors.
You make decisions about new products, segments, and positioning based on data rather than guesswork.
Why research saves money
A company can launch a new product on intuition, spend six months and ₽500K, and only then discover that the market doesn’t need it. Or that it’s positioned wrong. Or priced twice as high as it should be.
A research study takes 4–6 weeks, yet it gives you confidence in the decision and protects the company from costly mistakes.
The research we conduct
In-depth customer interviews
The number of interviews depends on how broad the question is and how homogeneous the audience is: a narrow question inside a single segment usually needs 10–15, while a comparison of several segments needs more. We ask not about your product but about the tasks people face, how they handle them today, and what gets in the way. The result: a map of tasks and barriers, the language the audience uses to describe the problem, and testable hypotheses for quantitative work.
Net Promoter Score (NPS) and Customer Satisfaction (CSAT) measurement
We measure on a regular cadence, monthly or quarterly, track the trends, and pinpoint the drivers behind any decline or growth.
Price testing
What price is the market willing to pay? Which price points does demand respond to? We work out what a customer pays for willingly and what they treat as a given part of the product, and we test the reaction to different price levels. Asking outright “what would you pay” gives perceived value rather than the price of a real deal, so we always check a pricing conclusion against behavior: conversion, churn, and revenue mix.
Competitive landscape analysis
We examine competitors in detail: positioning, pricing, product features, acquisition channels, and reviews. We identify the gaps in the market that you can move into.
Secondary-data analysis
Where public information about the market, competitors, and customer segments exists — reports, statistics, studies by other firms — we gather and analyze it.
Related reading
In-depth interviews: what the method proves and what it does not
Customer needs research: what to check before you invest
An organization is not a respondent
How to run market research: a checklist for business owners
JTBD without the myths: how to find the customer’s real job
What research costs: six questions for your vendor
What research proves and what it does not
We settle this before the work starts, because it determines what kind of decision the results can support.
In-depth interviews show which tasks and barriers exist, how they are structured, and in what language a customer describes them. They do not measure what share of the market has that task, and they do not predict how large the effect of a change will be. A theme that recurs across twenty interviews tells you about the group you studied, not about the market.
Prevalence and effect size call for a different design: a survey with a justified sample, analysis of behavioral and transactional data, or an experiment. We say so in advance and, if the decision requires it, make a quantitative stage the next step.
That order costs less than the reverse. Quantitative research measures only what has been built into it beforehand — so you first have to know what to measure. A fuller account is in our reference piece on in-depth interviews and in the article on budgeting a research study.
Who this service is for
Companies preparing to launch a new product
You’re unsure whether demand will be there. You want to validate the idea before investing.
Companies losing customers
NPS is falling and people are leaving for competitors. You need to understand why and what can be changed.
Companies with a positioning question
You have a product, but it’s unclear how to position and sell it more effectively.
Outcomes and metrics
A clear understanding of market needs.
Data to justify decisions.
The ability to reduce risk when launching new products.
Improved positioning and marketing grounded in facts rather than assumptions.
Let’s discuss your project
We’ll get back to you within 24 hours and propose a format that fits.
Book a consultation