About
Gut feeling is important and our instincts can be a great guide. But for major marketing decisions, we prefer evidence. We test, measure, and optimise everything we can. From customer qualitative interviews and quantitative research, audience profiling and A/B testing to heat maps, we’ll help you make decisions built on data, not guesswork.
THE CHALLENGE
Data is everywhere, but direction and clarity are rare. Many teams are swimming in dashboards and still guessing what actually works. Tests can feel slow or inconclusive, and strong opinions often beat evidence.
We’re not here to point fingers, but we have been surprised multiple times by the fact that major companies, who claim to know their target audience, cannot even agree on who their customers really are, even within a small team.
To add to the complexity, in B2B, feedback loops are long: wins show up months later, not tomorrow.
And if we’re honest, even getting clean data to start with can be a challenge.
How We Work
It’s absolutely essential to define your main customer groups in a way people in your company agree on internally. Even established companies may not be completely aligned on this.
We recommend testing early with real customers (for instance through short online interviews or surveys), then connect those findings to the numbers: analytics, funnels, and CRM insights.
KEY INSIGHT
The goal of customer testing isn’t perfect data. What you are getting is a window into the customer’s soul, with useful signals that move the work forward and help you make meaningful decisions in the long term. Incomplete data is better than no data. Test early, test often.
OUR APPROACH
In B2C, feedback is almost instant: an online store changes a banner and sees results the same day.
In B2B, especially with bigger deals, finding what works is more like detective work: decisions take weeks or months and you can’t judge success from yesterday’s click-through rate.
What we recommend is to keep regular check-ins with sales to hear what’s working in real conversations, and cross-check it with long-term data. That lets us adjust copy, targeting, and assets while deals are still moving, so performance improves over time.
WHAT REALLY WORKS
Talk to customers early
and test real options,
not theories.
Pick one success metric per test. Small & fast wins over big & slow.
AI can do the heavy lifting and can speed up the analysis (transcripts, patterns), but you should let humans add context, evaluate and decide.
In B2B, track intent: high-value page views, demo quality, content depth, sales follow-ups etc.
Use results and feedback to improve your offers, messaging and content.
Save and share what works in a simple, reusable library and checklists. Your team will thank you when the next campaign comes.
CLIENTS &
COLLEAGUES
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CLIENTS &
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