Client engagements written up in full — the decision the company was facing, how the study ran, what the interviews surfaced, and what moved as a result. Published with the participants' agreement.
A marketplace built on assumptions no one had tested against real buyers. Synthetic buyer research mapped the journey end to end — confirming which assumptions held, and which were quietly costing them the deal. Helped founders understand the dialogue going on inside the walls of targeted ICP across marketing, sales, and sales enablement.
A crowded category where everyone claimed the same ground. Buyer journey research surfaced what erom's customers actually valued, delivered as the sales pitch the founder could give — built on April Dunford's structure. Studied economic, user, technical, and coach/champion buyer types. Surface the buying group's real language describing the problem, solution alternatives considered, and what a perfect world looked like.
Teardowns and diagnostics run on companies that didn't commission them — ClickUp's product adoption, the GTM AI field report — are filed under research, so it stays clear which work was commissioned and which was done to show the method.