Our buyer investigation services (we call them “Research Sprinits” start at $10,950 USD. The cost can increase based on the incentive amounts and other deliverables.

Training starts at $145 USD for individuals and for teams we will give you a custom quote.

Our best-fit clients are B2B teams with one senior marketing leader in place, who are looking to build or audit their current go-to-market strategy. These are businesses with a minimum of $5 USD in annual recurring or repeat revenue. And they have a marketing-led, sales-led or hybrid of marketing/sales & product-led growth. It also is helpful if there is in-house marketing executing on content or paid channels. Our goal is to generate insights that inform messaging, positioning content and sales enablement, that help build credibility with prospects and generate a higher qualified pipeline of potential customers.

We also partner with demand generation, performance marketing or positioning/messaging consultants.

We also work with in-house marketers, who are looking for proven processes and frameworks for conducting 1:1 research interviews.

This is always dependent on the availability of interviewees. The quicker we can book a cohort of interviewees, the faster we can turn around the insights to insert into your marketing and sales programs.

After the first interview with a buyer or customer is booked, the average turnaround time for a research project is 4-6 weeks.

There is some debate amongst researchers about ideal sample sizes for research interviews. Most of the academic data around this topic suggests that you start to hit something called “Insight Saturation” after seven interviews. And the amount of new learnings you accrue starts to approach “saturation” after 15 conversations - especially if you have strong research parameters.

You can do more if you feel the need, but that means additional time to review and codify the data. I am a big believer in capturing insights and then actioning them into the business.

Who we interview is a function of your research objectives. For buyer research, which gathers insights to improve marketing and sales activities, you want to target best-fit buyers, who have closed within the last 90 days, buyers who are in-market or have purchased similar solutions (ie; Competitors) in the past 12 months They will have the best recall as to how and why they purchased your solution.

We use Google Meet or Zoom to record our conversations. You will receive a copy of each recording.

If we are interviewing your customers, then you will make the initial introduction but we will follow up. We will follow up a total of five times. If we are unable to book an interview, we will move on to another customer you identified.

If we are recruiting participants who are not your customers, then we will facilitate all the outreach.

We schedule our interviews with buyers/customers for 45 to 60 minutes.

We incentivize by default, as this significantly increases the odds of a successful booking.

Here is an overview of the steps involved.

First, we have a kick-off meeting to determine your research objectives and what you want to accomplish with the data.

From there we create a pre-interview guide for us both to review and sign off on. A pre-interview guide defines the characteristics of the buyer or customer we want to learn about, our research objective and topics or lines of questioning.

The next step is research recruitment. If we are interviewing your customers, you will reach out first via email to make an introduction. If we are using a research recruitment platform, then I will oversee that process.

The next step is to conduct the first interview, which will be shared with you. We review it together to ensure I am on the right track with the line of questioning or if there is anything we want to change.

After I complete the cohort of interviews, I conduct the thematic analysis of the data to extract all the insights.

I’ll send the report along with a video quickly breaking down the data. We will schedule a meeting 5 business days after you receive the report, so we can discuss it in detail.

You can read my One Case Study for a deeper dive and results

I do most of them but it is always dependent on my availability. I do work with other researchers with extensive expertise. If I’m not available for the dates of your project, I will work with one of my research partners to ensure you receive the insights and data you need.

After the first cohort of interviews has been completed, you will get the following:

You get recordings and transcripts of all the interviews. You get an in-depth analysis of your best-fit buyer’s key responsibilities, vendor selection process and how your solution fits contextually within their business model and processes.

For some customers, we provide insights into messaging, position, content and other marketing activities that align with how your target customer buys and can increase the odds of generating new business.

We are happy to show you samples of what these look like from past projects.

I have many partnerships with contractors, freelancers and agencies I trust to help you with this.

I use research recruitment software to book participants who match your best-fit buyer. This will be included in the porject scope and cost.

Research is simply the vehicle we use in B2B for de-risking the odds of making poor decisions about our marketing and sales strategy.

Customer and buyer insights help us eliminate guesswork. It gives clarity around how to message and communicate our value proposition to a market. It validates our understanding of how and why a customer buys our solutions or similar products/services. It helps us increase the chances of conversions, qualified leads and winning new business.

These are the ways I frame “research” for executives and other stakeholders. It helps us get the most out of our investments in sales and marketing activities.

Without it we increase the chances of wasting out resources and spending money on things that won’t generate new business.

We do not, but we work with other partners whom we trust and are happy to make a referral or make introductions.