We are 
We create 
We're the customer insights specialists for the most innovative software and e-commerce companies.

We help you create sticky products and features, increase word-of-mouth, and deliver world-class customer experiences to boost sustainable growth, valuation metrics, and investor attractiveness. 

Hit more KPIs

Analytics are only 50% of the data-driven equation — they give you the "what". But you need the "why" and the "what's next" for superior performance and sustainable growth.

Get the why and the what's next

Qualitative customer research answers the "why" and the "what's next", but only after it's  transformed into insight. Then operationalized across functions. And turned into concrete actions across marketing, product, sales, and customer success. 
There is only one boss. The customer. And he can fire everybody in the company from the CEO on down, simply by spending his money somewhere else.
– Sam Walton
Founder, Walmart

Pull the truth with Instratify

Do you really know what your customers think of you? Why they buy? What value they actually get? Whether they want what's on your product roadmap? Why they tell their friends about you? Why they don't? Why they stick around? Why they churn?

Outperform your competitors

Acquisition-based growth is dead. Product-based advantages are dying. You need a lasting sustainable advantage, and understanding your customers better than your competitors is that enduring advantage. 

Transforming customer insights into customer, employee & investor value.

Who we are.
We're a growth-focused customer development + voice-of-customer consultancy. We help top software companies turn customer insights into customer and investor value.
What we do.
We help you get inside your buyers' heads with customer research using our Customer Engineering™ method and turn qualitative data into actions that improve your KPIs. 
How we do it.
We do customer research, not market research. Your customers are real people, not a target market. Tide-shifting insights come from 1-on-1 customer conversations.

Great work comes from great partners

The Blog

startup value proposition

How Startups Can Drive Growth With A Single Sentence

Startup growth can be built on one sentence – the startup value proposition. It is why the customer chooses you over every other option, and is the single most … Your value proposition or expectation statement is the single most important string of words your startup will ever write… period. And it can impact startup growth rate no matter where in […]

How To Raise A Seed Round Without Pitching [Framework]

The end of the pitch… the rise of the project. I recently heard a compelling alternative to standard pitching for startups raising their seed rounds. It intrigued me, so I contacted the speaker, Ottawa startup lawyer James Smith, and created this step-by-step framework based on his philosophy. The basic premise is that startups focus fundraising […]

Let's do awesome things with customer insights, together.

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