Notes from interview programs we've run for consumer leadership teams. What customers actually said — and what it changed.
A growth-stage CPG team was sure $40 was the ceiling. Five interviews said it wasn't about price at all.
A consumer fintech kept losing referral velocity. The proof: customers loved the product but had no language for it.
A subscription healthtech wanted to pursue a new segment. The interviews surfaced a much bigger one hiding in plain sight.
Three founding teams, same product category, all certain they understood their buyer. None of the three answers matched what the buyers actually said.
Pulled the synthesis from four engagements in one category. The shared thread isn't the customer — it's the same wrong assumption about where loyalty comes from.
The single question that has produced more usable insight than any other in the last hundred interviews. Free, in this issue.