Rarely what they tell you in a survey. There's a well-worn gap between what people say and what they do, and the businesses that grow are the ones that read the behaviour, not just the stated preference. The most useful lens isn't demographics — it's the job your customer is "hiring" your product to do: the underlying need, the moment it shows up, and what they'd switch to if you weren't there. Get that right and everything downstream — proposition, message, experience, roadmap — gets easier. Get it from a focus group's polite answers and you'll build the wrong thing, confidently.
This is where we start, and the thing we're known for: finding the truth in how people and markets actually behave. We blend qualitative depth with behavioural and quantitative evidence to surface the needs your customers can't quite put into words — and turn them into opportunity areas you can act on.