Know why your customers buy, stay, and leave.

Psychology-led customer interviews that uncover what surveys, dashboards and AI miss, so you can make big decisions with confidence.

I've worked with

The Problem

Guessing what customers want isn’t just risky. It can be a multimillion-dollar mistake.

Sound familiar?

We have more data than ever, but we’re still debating what our customers truly want.

I want to shift away from being product-led, but we don't deeply understand our customers.

Our forecasts and strategic plays are based on very little actual customer insight.

The 4 Levels of Customer Understanding™

Most teams know how customers behave. Few understand why.

Surveys, analytics and AI tell you what customers say, think and do. But that’s table stakes now - every competitor has the same data, with the same blind spots. The edge is understanding the psychology: why customers do what they do. And that only comes from a real conversation.

What I do

I help teams stop guessing.

I run deep, psychology-led customer interviews that uncover what surveys and AI miss: the hesitation, the emotion, the contradictions. The real reasons people buy (or don't). Then I turn them into strategy for your team.

Product

Build what customers actually need, not what you think they want.

Growth

Discover what makes buyers say, “THAT’S what I’ve been looking for.”

Retention

Uncover why customers stay, leave, or choose your competitors.

Results

What clients say.

Hannah got us clarity on how to increase program adoption at a depth we were missing before.
Gary CHead of Intl, HubSpot
Hannah unlocked deeper insights than we’d found before. It was the missing glue in our messaging.
Christian MGM, Resident
Hannah’s research helped us get alignment on our ICP and ship a new website in 2 weeks with a 64% lift in search.
Jamaica LCMO, Sensat
Hannah’s research gave us the confidence for bolder positioning and got leadership to align on our direction.
Sophie Cex-CMO, Mosaic
There is an art to question design and Hannah knows it. Her questions got us the exact insight we needed to optimize onboarding.
Jonathan Sex-PM, Shopify Plus
Hannah helped us get crystal clear on our target market. Her insights will feed directly into our marketing, sales and messaging.
Sam Gex-Director, Pelago
Hannah’s research told us exactly where to focus this next year, and got the whole org aligned around it.
James Dex-CEO, Sensat
Hannah’s research gave us real confidence in what we’re building and helps us market more strategically.
Matthew HCEO, Mosaic

about

I'm not your typical researcher.

For 15+ years, I’ve studied why people do what they do.

First as a psychotherapist, now as a consumer psychology researcher.

Therapy taught me to hear what people don’t say: the hesitation, the contradictions, the reason behind the reason. Now I use it to help brands like Toyota, Barclays, HubSpot, and Shopify Plus see what their competitors miss, and make smarter business decisions because of it.

Experience across B2B, B2C and DTC, in industries from fintech and healthcare to SaaS, hardware and retail.

FAQ

Questions, answered.

Who is a good fit?

Product and marketing teams about to make a big decision without a clear picture of their customer. I'm most useful when you don't have a research team, or you need an outside view that isn't shaped by internal opinions. If you already have a large in-house research team, I'm probably not the right fit.

How long does a project take?

Usually 6–8 weeks from kick-off to final presentation. We can move faster. The biggest factor is how quickly we can recruit the right customers to talk to.

How many customer interviews do you need?

Fewer than you might think. Qualitative research doesn't rely on statistical significance the way surveys do. It works on thematic saturation: the point where new conversations stop revealing new patterns. This typically happens within 10–15 interviews, which is enough to get confidence across stakeholders and markets without over-interviewing.

What does it cost?

Projects start at $40K USD. Pricing depends on the scope, complexity and depth of analysis involved.

What will my team walk away with?

Research is only as good as what your team does with it. So every project includes reporting that's clear, digestible and easy to act on, tailored to how your team works. That usually means a customer playbook, a live findings presentation to get aligned on next steps, and clear recommendations on what to build, how to message, and where to focus next.

Will I work with you directly?

Yes. Every project is led by me personally, with no handoffs and no outsourcing. You get a direct partner who stays close to your team, connects insights to decisions, and can pivot quickly as we learn.

Do you run surveys or quantitative research too?

Yes. I work across mixed methods, and surveys often play a key role alongside the interviews. Interviews come first, to uncover what matters and why. A survey then validates and sizes those findings across a larger group.

How do I know if I need this?

You probably need qual insight if:

  • The same debates keep coming up, and nobody can settle them with real customer insight.
  • You're product-led and want to be customer-led, but don't yet have the depth of customer understanding to get there.
  • You know how customers behave, but not why.
  • Your messaging isn't landing, and you can't pinpoint why.
  • You're about to make a big bet on positioning, product or pricing, based on assumptions nobody has tested.
  • You've asked AI or run a quick survey, and the answers feel confident but generic: the same insight your competitors are getting.

Qual gives you the foundation. Everything else builds from there.

Your next breakthrough is hiding in a customer conversation nobody's having.

Let's change that.

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