Research Services


Win/Loss Analysis

On an ongoing basis, we learn all about your company, recruit and interview your buyers and clients, and provide an analysis of why you are winning and losing deals. We help you understand product gaps, sales experience feedback, market trends and more, all from an unbiased perspective.

Customer Success - Churns/Renewals/UpSells

Is your company focused on customer success? We inform how you can adapt to achieve higher customer retention, expansion, and adoption rates. Our research helps you understand your customers' journeys, and the factors for their decisions ... including the ones they would likely never tell you.

Partner/Channel Models

We can help you understand the entire value chain from the partner to your end customers.

Blind Research versus Unblinded

Our model is to deliver unblinded research. We are transparent with the interviewee about who our client is. 


The Interview Method - Buyer as Hero™

The Hero's Journey is an overarching construct that can apply to change champions within companies. As they buy products and services, they are on a quest to catalyze positive change. We recognize your buyers as heroes on a journey, and apply that lens to interviews. This approach elicits rich and deep insights. 

Common Questions


What will my teams get from Win/Loss and Churn/Renewal Analysis?

The short answer is that your team will get the truth from the buyer or customer's perspective. Most companies have their own understanding of wins, losses, and churns, but that may be quite different from how the buyer or customer sees it. Buyer insights will help: 

  • CEOs and senior executives identify what needs to be improved.
  • Sales Managers discover competitive weaknesses and identify buyer needs.
  • Marketing Managers create programs that resonate with buyers.
  • Product Managers prioritize product roadmaps and feature development.

Why do executive decision-makers agree to be interviewed?

While it may seem surprising, up to 70% of contacts agree to talk with us. We ask for 30 minutes of their time. Several factors account for our high participation rate:

  • Our solid recruitment technique has been refined over 10 years of experience.
  • Interviewees know their feedback will help shape improved products and services that will benefit them in the future. 
  • Interviewees appreciate the opportunity to provide candid feedback to a neutral third party.
  • In exchange for their participation, interviewees can select a gift card or choose to donate the funds to a charity of their choice. 

After speaking with us, some people say they are surprised by how much they enjoyed the conversation, and that they understand their own decision-making better after reviewing it with a neutral third party. Note: the calls are recorded and the research is shared only with our clients and no one else. 

How do you set up the conversation?

We tell interviewees that we’re helping a client do a strategic review of their product and performance. We explain that our client wants to hear from their buyers or customers, and has asked us to reach out. 

How does the conversation unfold?

We use a unique dialog approach called Buyer as Hero™. It views the interviewee as an agent of change – someone trying to create a positive impact within their organization. That is the starting point for every conversation.

By framing the conversation along these lines, we invite interviewees to explore their decision with us. Buyer as Hero™ opens the door to a candid conversation.

What is Win/Loss Analysis?

Win/Loss Analysis is the process of understanding why a sales opportunity was realized or not. It involves speaking directly to your buyers to elicit candid insights about your business and the factors influencing the buying decision.

What is Churn/Renewal Analysis?

Churn/Renewal Analysis is the process of understanding why a customer has canceled a subscription or service. We navigate a churn conversation in a different way than a win/loss interview, because the vendor-customer relationship is different from the vendor-buyer relationship. Understanding that difference is critical to effectively analyzing a churn decision.