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

customer segmentation

Customer Segmentation: Lessons Learned from The Martian

Regardless of whether they’re a Fortune 500 brand or a startup, there is one similar, yet dangerous, tendency I’ve noticed: trying to be something to everyone all at the same time. While this is always a costly mistake, it’s particularly dangerous for early-stage startups. Businesses have to be ruthless in segmenting their target market. This is […]

Why Last Week’s Episode of Silicon Valley Made Me Throw Popcorn

Spoiler Alert: This post contains spoilers for HBO’s Silicon Valley, S3, E9, “Daily Active Users”. The 7 moments I, a startup growth strategist, threw popcorn at Silicon Valley on Sunday night… the TV show that is. Sunday is probably my favourite night of the week. I put down work. I do stuff that otherwise gets neglected. And […]

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