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Strategy Call
Customer and market insight-1

Customer &
Market
Insight

Insight you can quote.
Intelligence you can act on and engage with.

Your product team has feedback scattered across call notes, surveys, and sales anecdotes. Your competitive intelligence is fragmented - product has a spreadsheet, marketing has battlecards, sales has tribal knowledge. None of it is synthesised into something you can act on. We fix that.

The problem

Most life science companies collect customer feedback. Few can act on it. The data sits in spreadsheets. Themes are debated but never resolved. Product decisions get made on gut feel while the evidence gathers dust.

Meanwhile, competitive intelligence is scattered. Nobody agrees on why you win or lose. You suspect you're fighting on someone else's turf - the market leader owns 'gold standard accuracy' so your team claims 'even better accuracy'. You're competing on their terms, not yours.

 

The gap between 'technically accurate' and 'compellingly memorable' is where deals are won or lost. Your competitors have similar capabilities. The story you tell is what makes you distinct.

 

Customer and market insight sq-1

What we deliver

Qualitative & quantitative research

  • Real customer conversations that reveal emotion, logic, and blockers.

  • Data-backed surveys that uncover trends, not just numbers.

  • Personas and journeys shaped by hard evidence.

 

Outcomes: A Customer Insight Report + Ready-to-Use PersonaAI  Profiles.

 

Hidden Needs & Jobs-to-Be-Done (JTBD) research

  • Customers don’t buy products; they hire solutions to resolve moments of tension, risk, and uncertainty. What they say they want is rarely the full story.

  • We combine deep ethnographic research with Jobs-to-Be-Done interviews to uncover the real drivers behind decisions: the emotional stakes, functional progress, and contextual pressures that shape buyer behavior.

  • We interview for moments of struggle, not feature wishlists. Patterns emerge; triggers, blockers, trade-offs, and unspoken motivations.

  • Those insights don’t stay theoretical. We translate them directly into positioning, messaging, content, and product strategy that resonates because it reflects how decisions are actually made.


Outcomes:  A Discovery & Insight Pack including a JTBD Map grounded in real buyer behavior and Hidden Needs Analysis

Voice of customer synthesis

  • AI-assisted thematic analysis with human review

  • Problem framing and risk mapping

  • Market fit signals and switching triggers


Outcomes: Insight brief you can reuse across product management, marketing, and sales

Competitive and category scan

  • What competitors claim and where they're vulnerable

  • Which capabilities are table stakes vs. genuine differentiators

  • Where you're fighting on competitor turf vs. owning territory


Outcomes: Category dynamics and positioning white space

Built for teams that can't afford guesswork.

  • Early-stage NPD when you need direction, not assumptions

  • Repositioning projects where the current story isn't landing

  • Pre-launch clarity when stakeholders disagree

  • Board or investor prep when you need evidence, not opinions

Frequently asked questions

We've done some customer research internally - how is this different from what we could do ourselves with surveys and interviews?
Surveys tell you what customers say. This work uncovers what they actually do - and why the gap matters commercially. Strivenn combines ethnographic techniques, contextual interviews, and AI-validated synthetic personas (PersonaAI) to surface non-obvious buyer needs that change purchasing behaviour. The output isn't a slide deck - it's quotable insight structured for positioning decisions, sales conversations, and board-level justification. If your current research can't be cited in a sales call or claims framework, it's not decision-grade intelligence.
I'm the first marketing hire with a tight budget. How do I justify spend on insight when leadership wants campaigns?
Because campaigns without validated insight burn budget faster. Strivenn clients have generated 9X more MQLs in 9 months after building on evidence-based customer understanding. Insight work gives you the targeting precision and messaging foundation that make every downstream dollar more efficient. You walk away with documented buyer evidence that backs your campaign strategy - exactly the proof a CEO or board needs to see that marketing is investing, not guessing. It's the highest-ROI first move a resource-constrained team can make.
How does customer insight actually connect to what our sales team needs - pipeline, not research?
Everything delivered is commercially grounded. Customer insight feeds directly into ICP-to-account selection logic, account-specific narratives, and battlecards your sales team can use immediately. This isn't academic research - it's the targeting and messaging foundation that makes pipeline generation repeatable. Sales gets clarity on which accounts to prioritise, what language resonates with technical buyers, and what objections to expect. Insight is the first link in the pipeline chain. Without it, ABM and outbound are just guesswork at scale.
How fast can we get usable output, and what does evidence-based actually mean here?
Initial findings typically land in 4-6 weeks. Evidence-based means every insight is sourced, documented, and traceable - no assumptions dressed as strategy. Strivenn interviews real buyers, maps decision-making context, and pressure-tests findings with PersonaAI synthetic personas. You get a structured deliverable your marketing, sales, and product teams can align around. The output is built to feed directly into positioning, claims development, and ABM targeting - not a 60-slide report that sits in a shared drive.
Does this work for niche life science markets with very small buyer pools?
That's exactly where it works best. When your total addressable market is 200 accounts, you can't afford to guess. Strivenn's approach combines deep qualitative methods - contextual interviews, cognitive mapping - with AI-validated synthetic personas to build insight density from smaller samples. They've worked across life science tools, reagents, diagnostics, and SaaS, where buyer pools are narrow and technically sophisticated. Niche markets reward precision over volume. This delivers the former.

Are you Strivenn to Succeed?

 

Data isn’t your problem. Decision confidence is.

Strivenn synthesises customer and competitive signals into insight teams can align around, and leaders can stand behind.

Ready to stop debating fragments and start moving?

 

Book a strategy call