Market Research That Changes Positioning, Not Just Slides
Interview scripts and synthesis methods that produce usable messaging.
Research fails to change anything when it asks about preferences instead of behaviour. Positioning shifts come from what people actually did, in their own words.
01Ask about the last time
Replace 'what do you look for' with 'walk me through the last time you chose a vendor for this'. Recalled behaviour is far more reliable than stated preference.
02Capture the language verbatim
Record the exact phrases used to describe the problem. Those phrases become headlines; paraphrases become generic marketing copy.
03Synthesise into trade-offs
Output should be a short list of what buyers will sacrifice and what they will not. That list is directly actionable for positioning; a persona document rarely is.
Want this applied to your account?
A senior strategist will review your funnel and share where the leverage sits, no junior hand-offs, no generic audit template.
Book a Discovery Call