Explore the market.
Before the launch.
Put the decision you are weighing in front of a simulated audience, and read the response before you commit to it.
Describe the buyers you sell to, state the assumptions the run should hold, and send a positioning frame, a message, a price or a product concept to them as written. Every run keeps the panel and the assumptions behind it, so a result can be questioned, changed in one place and run again.
A market question,
asked before it costs anything.
Research runs the question you are about to bet on past an audience you describe, and returns the reasoning as well as the answer.
Describe the audience
Set the roles, the company profiles and the constraints the audience operates under, in your own words.
Put the question to it
A positioning frame, a message, a price or a product concept goes to the panel exactly as you wrote it.
Read what comes back
Responses arrive grouped into themes, each one carrying the segment and the assumption it came from.
Build the audience,
then ask it something.
Set the roles, company profiles and regions you sell into, and the run builds a panel from them. The panel is held with the run, so the next question reaches the same audience rather than a new one. Change a single attribute and you have a different panel, recorded as a different run.
- 01Describe the buyers, not a filter query
- 02Hold the assumptions the audience operates under
- 03Compare how two segments answer the same thing
- 01Budget cycle opens in the new year
- 02Outbound already runs in-house
- 03One operations hire planned
- 04Three people in the buying group
- Company positioningv4
- Saved segments2
Illustrative panel, with fictional companies and people.
Two ways to say it.
One panel to answer.
Put the ways you might frame the same offer in front of one audience and read which parts of each are repeated back. A frame returns with the phrases that carried, the ones that were passed over, and the objection it invited. The frames stay side by side with the assumptions the run was given, so the comparison is between the frames and nothing else.
- 01Frame the offer three ways and send all three
- 02See which words the audience repeats back
- 03Keep findings, assumptions and open questions together
The operations layer under the revenue team
“Sounds close to what we already run.”
Research that reaches the buyer before the call
“Who keeps the research current?”
One stack for the whole company
“Too broad for one team to own.”
- 01“one place for the record”A B
- 02“before the call, not after”B
- 03“the team already does this by hand”A B C
- 04“one thing to learn”C
- 05“we would run it ourselves”A C
- 06“the research is the hard part”B
- 01Which team owns the record
- 02What the first week looks like
- 03Where the research comes from
Hear the objection
before a customer raises it.
Send a proposed line to the panel and read the reaction it draws and the concern it opens. Responses group into themes, and every theme opens onto the answers it was built from. Edit the line and run it again against the same audience, so the difference you are reading is the wording.
- 01Test the line as written, not a summary of it
- 02Group the concerns raised into themes
- 03Open a theme onto the responses under it
“Bring account research into the call.”Who keeps it current34%
“Stop preparing calls by hand.”We have a process28%
“Every conversation, on the record.”Where it is stored22%
“One brief before every meeting.”Time to the first brief16%
- 01Who owns the record38%
- 02The process already in place31%
- 03Time before it is useful19%
- 04Whether the team adopts it12%
- A spreadsheet44
- The current CRM29
- A note-taking habit17
- Nothing named10
Illustrative run, with fictional companies and people.
A price, an assumption,
and the reaction to both.
State a package, the shape of its pricing and the assumptions around it, then read how the audience reacts to each. Scenarios sit next to each other under one panel, so what you are comparing is the packaging rather than the run. Every reaction carries the segment it came from, and the assumption that produced it can be changed in one place.
- 01Compare packages under one audience
- 02State the assumptions each scenario holds
- 03Test a product concept before its direction is set
Change one assumption.
Read what moves.
Hold the panel, the frame and the message steady, change the market assumption, and the comparison shows you what that assumption was worth. Every cell opens onto the run under it, so a conclusion can be traced back to the responses it came from.
What the comparison says
- 01The operations hire moves every segment in the same direction.
- 02A delayed budget costs the frame more than the price does.
- 03Marketing answers differently from the rest of the buying group.
Open questions
- 01What happens to the frame with no operations hire at all.
- 02Whether the in-house answer survives a second conversation.
- 03Which segment the first launch should be written for.
The rest of what
Research does.
The same panels, assumptions and briefs, put to the questions a team asks after the launch as well as before it.
Test questions about a proposed product before committing to its direction.
Compare how different simulated buyer groups respond to the same proposal.
Change market assumptions and inspect how the simulated responses differ.
Bring findings, assumptions and open questions into a brief for the team to review.
See which competitors buyers name on your calls, at which stage, and how often.
Compare your win rate on deals where a competitor was named against deals where none was.
Group the concerns buyers raise into themes and see how each one tracks against closed deals.
Turn customer interviews and open answers into themes, each carrying the quotes it came from.
Understand why deals closed the way they did, using conversations, notes and recorded outcomes.
Ask the market first.
Then build it.
Bring the decision you are weighing. We will build the audience around it.
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