Video + Template: 5 research playbooks to get closer to your customers
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What if you knew exactly why your customers buy?

Discovery Sprints provides done-for-you customer interviews so you can get closer to your customers and make more confident strategic decisions.
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Do you know why your best customers buy?

Answering this question with the voice of your customers is rocket fuel for sustainable growth and we're here to help 🚀

The harsh reality: Growing a software business is harder than ever.

  • The cost of acquisition continues to rise
  • Today’s buyers are inundated with choices and standing out from the noise is harder than ever.
  • Even if you are able to acquire customers, you need to make sure they are successfully activated and retained to build a sustainable flywheel.

Creating a flywheel for sustainable growth today requires a deeper understanding of customers needs, behaviors and motivations than ever before.

Companies that choose to adopt a product-led growth approach have over 2x valuation, 1.5x higher revenue, and 9% higher revenue growth compared to companies where internal processes for leveraging customer insights are lagging. Some food for thought:

  • 7 out of 10 companies speak to less than 10 customers a month
  • Only 12% of customers believe in “customer first” messaging
  • 81% of brands had stagnant scores for customer experience in 2019. 

In other words, the answer to sparking success often lies in channeling customer voices and values and placing them at the heart of your product and company.

What stops most companies from doing regular customer research?

One word: Time

Your time is already consumed by the day-to-day business of acquiring customers and managing your team. You don't have the additional hours or experience to dedicate effort to things like conducting in depth customer interviews, analyzing unstructured responses, and extracting the actionable voice of customer insights with your already overflowing to-do list.

Imagine having a system in place to continuously learn from and get closer to customers.

  • You'd have focus. You'd know exactly where to focus your team and resources, and prioritize projects your customers really care about.
  • You'd have confidence. Instead of making strategic decisions based on what you "think" you know, you'd be armed with the voice of your actual customers.
  • You'd have clarity. Instead of the endless maze of directions to explore, you'd know the path that matters most to your customers.

You need a proven way to learn from your customers — we call this a “discovery sprint.”

A Discovery Sprint combines in-depth customer interviews with qualitative data analysis to identify high-leverage new growth opportunities based on your best fit customer's experience.

How A Discovery Sprint Works

Research Strategy Plan

1. Research Strategy

We'll start by understanding your current goals and challenges and identifying the right customer segments to learn from. We'll design surveys to collect a baseline of insights and qualify participants for interviews. You'll get access to all our templates and playbooks for kicking off a discovery project.

Job to be Done Customer Interviews

2. Customer Interviews

We'll schedule and conduct 45-60 minute Jobs-To-Be-Done interviews to understand your customers buying timeline. We'll dig deep into your customer's experience to understand their:

  • First Thought - When did people first consider needing a solution?
  • Struggling Moments - The current or previous events and situations that caused pain and frustration.
  • Driving Forces - Emotions they want to feel or want to avoid feeling by seeking to change their current status quo.
  • Alternative Solutions -The current behaviors and solutions that they are in the consideration set.
  • Job to Be Done - How they believe their life will be better by solving their problem with a new solution?.

Listen in on a Jobs To Be Done interview

Qualitative research analysis

3. Qualitative Data Analysis

We'll dig through the hours of interview transcripts and survey responses to extract the golden insights that lead to growth.

Instead of pages of dense transcripts we'll map the buying journey uncovered in each interview across the Jobs To Be Done timeline and identify common themes and personas.

Voice of customer insight reports

4. Tactical Insight Reports

Our reports help you see immediate customer driven opportunities, we're focused on getting you to share and implement your new learnings — not just read about them.

You’ll get ready to share insight presentations for your team, interview highlights, a private podcast feed and the full interview transcripts.

Testimonial Icon
"My team's successful when they know both what our customers say and how to act on their feedback. As CX becomes the differentiator in a go-to-market strategy, customer insights matter now more than ever"
Connor Cirillo headshot
Connor Cirillo
Head of Conversational Marketing, HubSpot
Testimonial Icon
"I wish I could do research and I know it would help but the time it would take me to get only 80% as good as an expert is not worth the bandwidth taken away from things I’m actually an expert in."
Connor Cirillo headshot
Ben Kochavy
Head of Growth, ColdBru

Here's how you'll be able to use customer insights to fuel sustainable growth

Product positioning plan

1. Nail your positioning

We'll identify the real reasons why customers choose to buy your product. You'll have a clear picture of your true competitors, your differentiating features and the decision criteria buyers use to evaluate you against the competition.

Marketing campaign performance

2. Increase the ROI of your marketing campaigns

The most effective marketers are able to reach their customers as close to when they first think about needing a solution to their problem as possible. Identifying the events that lead up to a buying trigger can be jet fuel for your marketing campaigns, enabling you to spend up to 80% less on direct marketing costs to acquire customers.

Voice of customer icon

3. Convert more customers with copy that resonates

With access to the real voice of your customers you'll be able to confidently invest in your next ad campaign, landing page design, or onboarding optimization confident that your message resonates with your target customers.

Empower your team with all the information they need to target the right people at the right time with copy that converts.

Feature roadmap prioritization

4. Prioritize features that unlock growth

Understanding why your best customers "really" buy your product and how the "Aha" moments they experienced will provide the insight you need to prioritize the features and projects that align with what they really need instead of building a roadmap based on internal assumptions.

Need to make a business case for customer discovery?

We wrote this guide to help founders, marketers, and product managers understand how customer insights can help them increase conversions, reduce CAC, and generate more revenue.

This guide is based on my own experience helping companies grow through customer discovery and best practices from the worlds top companies.

Get the free guide
Stuart Balcombe Founder of Discovery Sprints

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A tactical playbook to uncover the deep customer insights that drive growth.

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  • 7 Lessons + Video Walkthroughs

  • Customer Outreach Templates

  • Voice of Customer Swipe File Template

  • Team Insight Presentation Template

  • Interview Question Cheatsheet

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Expert research services combined with tactical advice to help you make more confident customer insight driven decisions.

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  • Research Strategy

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  • Transcription + Analysis

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Tactical customer discovery playbooks

Discovery Playbooks

Tactical field guides to help you get closer to customers.

Short Loops podcast

Short Loops Podcast

Interviews with product and marketing leaders exploring what they do everyday to get closer to their customers.

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