Writing from the field
Long-form pieces on how B2B research is done, how it gets broken, and why the slow collapse of data quality is a bigger deal than anyone's talking about.
Coming Soon
First pieces are almost ready.
We draft in private before we publish. No think-pieces. No thought-leadership for its own sake. Only writing we'd defend in a live session with the most skeptical client we have.
In the meantime, LinkedIn is where early ideas and short-form observations show up first.
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What we're writing about
Each draft goes to a handful of clients before it goes public. Publishing premature thinking is worse than not publishing.
The quiet collapse of data quality in market research
Panels, professional respondents, and the reliability crisis most buyers haven't caught yet.
AI-generated respondents and what they miss
Where synthetic data breaks, why it breaks, and the kinds of decisions it can't inform.
Why research compounds
What happens when you commission data your competitors can't get. Over five years, the advantage is bigger than any single study.
What 'sole-sourced' actually means
How we recruit every respondent from scratch for one study, and why we never reuse someone across engagements. The operational reasons matter more than the marketing ones.
Voice of customer is not a satisfaction score
NPS tells you what already happened. A real voice-of-customer study tells you what would change buyers' minds next. That's the useful one.
Commercial diligence as a leading indicator
What the best PE buyers ask in commercial diligence that most don't. And how that question has flipped investment theses mid-process.
Get it first
Skip the noise. Talk to the source.
Everything on this page comes out of real client work. If you'd rather skip the wait, we'll walk you through the thinking directly.