Research that drives decisions
Real research. Real decisions. Each case study shows how a sprint led to clarity.
Note: These are demo case studies. Client details are anonymized.
SaaS · CustDev Sprint · 2 weeks
B2B SaaS ICP Validation
The Problem
A pre-seed founder had interest from two different customer types: marketing agencies and in-house ops teams. Resources were limited — which segment to focus on first?
The Insight
"Agencies need this to survive. In-house teams just want it to be convenient."
The Decision
Focus on agencies for the first 12 months. Build features they need. Price for their budget.
Next Steps
- ✓Rewrote landing page for agency pain points
- ✓Tested $99/mo vs $149/mo pricing
- ✓Posted in 3 agency Slack communities
Fintech · Messaging Sprint · 1.5 weeks
Consumer App Messaging Pivot
The Problem
A seed-stage fintech app struggled with activation. Users signed up but didn't complete onboarding. The homepage led with "AI-powered budgeting" — but was that what users wanted?
The Insight
"I don't care about AI. I just want to stop overdrafting."
The Decision
Rewrite homepage to lead with outcome: "Stop running out of money before payday." Remove "AI" from hero.
Next Steps
- ✓A/B tested outcome vs. feature headline
- ✓Revised onboarding copy
- ✓Created 3 new ad hooks from customer language
B2B · GTM Sprint · 3 weeks
Market Entry Research
The Problem
A startup was expanding into a new market. They had traction in one region but no presence in another. Which country first? Which segment? What channels?
The Insight
"In this market, you need a local case study. Cold outreach doesn't work without a reference."
The Decision
Start in Netherlands. Build 2-3 reference customers. Then use those cases to enter Germany.
Next Steps
- ✓Launched LinkedIn campaign in Netherlands
- ✓Approached 3 local agencies for referrals
- ✓Added localized landing page
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