Customer Buying-Reason Research
When the buying reason or successful customer workflow is unclear, investigate how real customers make decisions.
From US$3,000 scoped first phase
Scope designed before work
- One product and one primary buying situation.
- A decision-specific research plan: relevant customer groups, recruitment, interview coverage, permitted records and a review of whether the evidence is sufficient.
- Include successful, struggling, departed and non-buying customers where relevant; actively seek counterevidence and avoid drawing conclusions only from happy customers.
- Evidence-linked findings, counterevidence, a candidate buying reason and one prioritized next test.
Interview numbers, relevant groups, observation window and any extension are agreed for the decision. Timing depends on access and recruitment. A small qualitative study does not establish market proportions or a unique growth cause. Paid recruitment and incentives are separately agreed.
