They were ready to launch. Then we asked some customers.
A new wellness brand, a white-label job for a brand strategy agency, and a survey plus a stack of interviews that changed almost everything before a penny of launch budget was spent.
They had a name. A visual identity. A target audience, picked through some pretty intense desk research. A go-to-market plan.
What they didn't have was any proof it would land with real people. So before the launch money was committed, we ran a quick quantitative survey for some statistical reassurance, then sat down with people from the segments most likely to buy and asked them why.
Pretty much every assumption got crossed out
The name they'd built everything around
Came last with likely buyers. Not by a little.
A bold, distinctive visual identity
Rejected by the people most likely to buy. It felt like the opposite of what the product does.
(I'll admit it was my favourite too.)
Younger wellness enthusiasts
An older, higher-earning group nobody had been looking at was worth more.
But the biggest finding was the one nobody saw coming. Customers assumed each session would take somewhere between 15 minutes and an hour.
It took three.
The second people heard that, it clicked. One participant said it changed the game entirely: suddenly it was something they could do while brushing their teeth. Three minutes became the killer feature, the thing that would set the brand apart and win over the people sitting on the fence.
So they changed it
New name. New visual identity. A different target audience. And messaging rebuilt around three minutes a day.
None of that would have happened if they'd just launched.
“The research she does is worth its weight in gold.”
“We were still working from assumptions about our target audience: who they were, what mattered to them, their pain points and how we should position the new product. The findings were super insightful and incredibly valuable. If you want to understand your audience in more depth, you need to get her on speed dial.”
Got a client about to launch on a hunch?
I work white-label for agencies, so the insight turns up in your work, under your name.
