B2B ICP Research

Messaging and targeting are running on assumptions about who the ideal customer is and what drives them. This recipe builds a grounded picture of the ICP: their motivations, triggers, and fears, uncertainties and doubts. The picture starts in the CRM record, where win-loss analysis shows who actually buys and who walks. The interviews go deep, the polls add immediacy and scale, and the usability sessions tie attitude to behaviour. The messaging built on all of it then gets tested with the people it describes before it ships.

Explore

Get the real language and hesitations behind a decision to buy, from the CRM record and the buyers themselves.

• Customer Interviews
• Win-loss Analysis (CRM Analysis)
• Win-loss Interviews

Focus

Capture intent and barriers from people evaluating you right now, and tie attitude to behaviour.

• On-site Polls
• Remote Usability Studies

Validate

Test the messaging built on it with the people it describes before it ships.

• Copy Testing