There’s a difference between the language a company uses to describe its product and the language someone uses when they’re trying to solve a problem. That gap is worth paying attention to.
I help teams examine what buyers ask, what they compare, and what gives them pause, then use those findings in the work they’re planning.
What do you need to learn?
You may be entering a new segment, rewriting the website, planning content, or trying to understand why a campaign’s offer isn’t landing. We’ll make that question specific before collecting more material.
For a messaging decision, I want to understand how people explain the problem and what they take away from your current wording. For a content plan, I want to know which questions remain unanswered. For a campaign, the useful question might be what makes someone act now.
Read the conversations in context
I review relevant customer and prospect material your team can share, along with public discussions such as Reddit and industry communities. I can also help plan interviews or message research to address gaps.
A vivid complaint can be useful without representing the whole market. We’ll keep track of who is speaking, the situation they describe, and whether the pattern appears elsewhere. The source stays attached to the finding so you can inspect the interpretation.
It’s also worth looking for what doesn’t fit the initial explanation. If a concern shows up only in one segment, that may change the audience we address rather than the message we give everyone.
Put the research to work
The deliverable can be a buyer-language brief, an interview plan, recommendations for a page or campaign, or an ongoing research process that informs your content. You’ll be able to trace a recommendation back to the conversation or source that prompted it. A buyer-language brief separates what people actually said from my interpretation and the message or content change I recommend. Contradictory findings stay visible; they may explain why one message works for one group and confuses another.
In a recent website review, comparing 32 homepage messages surfaced different internal priorities. Research was the next step toward understanding which distinctions buyers would actually recognize. That’s the role I want it to play: help resolve a real choice.