Research

Bots, AI-polished survey responses, and collapsing response rates have become a problem too big to ignore. Surveys still have a place, but they sanitize by design. They force a messy reality into fixed answers and reward hindsight. The nuance you actually needed gets averaged out before you ever see it.

My center of gravity is qualitative, because talking to people is still the most durable way to surface contradiction, context, motivation, and what someone actually believes about next year. And the same technology that's breaking surveys is what finally gives qualitative work real scale. I can analyze every transcript, catch patterns of agreement and disagreement, and skip the selective recall that used to pass for synthesis. I can also go beyond interviews into behavioral artifacts like sales calls and CRM transcripts, which beat asking anyone to remember what prospects said last quarter.

Structure comes after the fact, imposed in a way that preserves reality instead of flattening it. You get findings you can defend in a room full of skeptics, because they're built from what real people actually said.

What you can buy

A research study. Qualitative-first: buyer and practitioner interviews, transcript analysis, and panels when the question needs them. You get findings you can put a decision behind.

Analysis of conversations you already have. Sales calls, CRM transcripts, win-loss notes. The patterns are in there, and your team is usually too close to see them.

Research built for publishing. Studies designed to carry your name into the market, rigorous enough that experienced readers trust them.