Customer research & insight
Find out why customers actually choose you.
What you get
Documented customer-choice drivers, in your customers’ own words. The gap between what you say and what they buy. A foundation strong enough to hold everything built on top of it.
Why this work exists
Most companies can recite their features. Frighteningly few can name the reasons customers actually pick them over every alternative — and you can’t uncover them yourself. You’re too close, and the answer often differs by segment and buyer.
It takes a dispassionate third party to do the archaeology: interview your customers, dig out the pain your offering fixed, and document what actually drives your value. That’s the work. Not focus-group theater; verifiable answers you can build strategy, sales language, and pricing on.
A sample of the work
What a customer interview looks like
This is the raw material the work produces: a customer on the record, in their own words, explaining what actually drives their decision. It’s a sample interview — not a testimonial.
How the research works
The design follows the question you need answered. Three formats cover most needs:
- Qualitative: about 40 interviews. Customers explain, in their own words, why they chose you and what they were trying to fix.
- Hybrid: about 150 respondents. Interviews plus structured questions, so the patterns can be sized as well as described.
- Quantitative: about 450 respondents. Measured results you can break out by segment.
Tom Barnes builds the conversation guides and questionnaires personally and conducts the large majority of the interviews himself. Others can conduct or join interviews when that suits the project.
What you receive
- A written report
- A presentation of the findings
- A quotes library, organized so your team can use customers’ own words
- The raw recordings, with transcripts
You keep the evidence, not just our summary of it.
Who this is for
Mediathink works mostly with companies doing roughly $10 million to $100 million in revenue, most of them B2B. At that size the answer to “why do customers choose us?” is usually carried in a few heads. This puts it on the record.
Customer research questions
How many customers do you interview?
It depends on the design: about 40 for a purely qualitative study, about 150 respondents for a hybrid, and about 450 for a purely quantitative one.
Who does the interviewing?
Tom Barnes, the founder, conducts the large majority of interviews personally. He also writes the conversation guides and questionnaires.
Do you do win-loss analysis?
Yes. Win-loss studies are a separate offering, mostly for B2B companies. Contact us to scope one.
Do we get the recordings?
Yes. You receive the raw recordings and transcripts along with the report, presentation, and quotes library.