Managing risk of market fit by uncovering the motivation behind purchases through interviews with respondents (including competitors)
Customers’ purchasing decisions often depend on seemingly unusual factors. Through in-depth interviews, we can uncover purchase motivations and determine how a product fits into the real, unscripted customers' buying process. Such insights help positioning product or service more effectively in the market and develop missing features to address customer needs that may not have been identified before.
What value do in-depth interviews reveal for you?
First purchase
Ideal for rstablished products
We uncover the key value of your product or service compared to the competition. We analyze your customer's decision-making process, focusing on what drives their first purchase. The first purchase reveals what convinced the user to choose you over the competition.
Substitute Product
Ideal for completely new products or market entry
We uncover the key value of your competitor's product or service. We analyze customer decision-making that reflects the substitution of your offering. The purchase of a substitute reveals valuable insights about users, particularly what they are accustomed to and what should not be missing from your product or service.
Customer Attrition to Competitors
Ideal for completely new products in highly competitive markets
We uncover the key value of your competitor's product or service that is attracting your customers. We analyze customer decision-making that reflects their churn to a substitute for your offering. Customers' churn reveals valuable insights, particularly what convinced them to make their first purchase with a competitor.
How we work?
Our process
We understand that an Idea isn't everything, but protection matters
Companies and individuals often want to protect their ideas. Signing an NDA (Non-Disclosure Agreement) is possible and common, even without placing an order.
We also offer the option to visit your company or organization to better understand your business and processes, allowing us to tailor our proposal. This step often results in a reduced price in the final offer.
We know how to work with users and internal stakeholders. We analyze and define how to validate your hypotheses and map customer journeys for your idea—whether it's an existing product, a concept, or something yet to be developed.
We will outline the methods we use and explain how we analyze customer decision-making. Once everything is clear, we will send you a pricing proposal.
Let’s get started! We will publish the study in our internal tool for finding respondents and carefully screen the applicants to ensure that the respondents are highly relevant to you.
We have the right mix of respondents – now it's time for in-depth interviews. We are now entering the phase where we will conduct in-depth interviews with the selected respondents. We handle all the administrative tasks if you prefer.
There is also the option to increase the number of respondents if needed.
After one to two weeks of interviews, we move on to analyzing all the text data and drawing conclusions.
We synthesize data using AI and apply our unique "Decision Tree" method, which maps out the respondent’s decision-making process to uncover key insights.
We are finished. We will present everything to you and answer all your questions. Our recommendations and synthesized data will be delivered in PDF format.
Video guide
Sample output of our work
Take a look at how our work can look like and what valuable insights we can uncover. Each project includes a guidance on how to work with the data along with key findings.
Switch to your product
Switch to competitor product
Decision-Making Parameters
Intersections of Customer Journeys
Our analytical meethod – decision tree
Video talk on product development by the CEO
We track purchase decision-making in a broader context, including potential purchases. This approach helps us uncover both the perceived value of a product or service and the context in which customers consider buying—or abandoning—it, making our insights highly valuable for marketing and product teams.
At the individual level, every customer’s decision-making process is unique. However, when analyzing 10-20 customers, patterns emerge, which we then segment further. Most respondents provide insights based on purchase decisions made within the last year, allowing our data to closely mirror current market conditions.
Diagram for better understanding of the topic (click to enlarge)
What is the price
Pricing is always determined based on our proposal, which considers the complexity of the task and an hourly rate. We understand that you may need a rough estimate for internal budgeting, so we provide a reference price table as a guideline. However, the most accurate pricing can be determined if you invite us for a free 4-hour afternoon consultation at your organization. This allows us to better understand your needs, after which we will prepare and send you a tailored proposal.
In-depth interview, your own respondents
The fixed price for data analysis is 13,900 CZK (excluding VAT) for every 10 in-depth interviews conducted. Each additional 30-60 minute interview costs 750 CZK (excluding VAT). The price does not include administrative or project management costs.
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Respondent Source: Provided by the client
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Delivery Speed: Very fast, can be completed within a week if the client is well-prepared
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Methodology Used: Decision Tree and Switch Interviews
In-depth interview, our respondents (PILOT)
The fixed price for data analysis is 10,000 CZK (excluding VAT) for every 10 in-depth interviews conducted. Each additional 30-60 minute interview costs 1 750 CZK (excluding VAT). The price does not include administrative or project management costs.
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Respondent Source: Provided by the us
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Delivery Speed: longer for niche customer groups (e.g., stonemasons, first-time kitchen buyers, etc.).
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Methodology Used: Decision Tree and Switch Interviews
Hypothesis testing, our or your own respondents
Pricing is determined individually based on the complexity of hypotheses and follows an hourly rate. We are happy to assist in formulating hypotheses during initial consultations.
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Respondent Source: Provided by the client or selected from our respondents.
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Delivery Speed: Provided by the client or selected from our respondents.
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Methodology Used: typically experiments, but we can also apply Decision Tree, Switch Interviews, or other analytical methods based on client needs.
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Schedule free internal consultation of your case
We accept orders from May 2025
