When you know your customer, your business grows.

We specialize in conducting B2B Voice of the Customer studies.

Since 2006, we have been offering unique customer insights essential to our clients to make informed business decisions—and we deliver. (Our own Net Promoter Score is 86%, and nearly 90% of our clients conduct a repeat engagement.)

What we do

Whether you intend to improve your customer experience, discover the next-generation new product, or better understand your brand's awareness our B2B Voice of the Customer research will reveal what needs to be addressed. Focus areas include:

  • Brand Awareness / Brand Perceptions
  • Customer Loyalty Research / Pulse Surveys
  • NPS Measurement
  • Win / Loss Research
  • Competitor Intelligence
  • New Product Ideation Research
  • Concept Testing / Prototype Refinement

Gather customer insights through B2B Voice of the Customer Studies

We capture more than just ratings. We uncover comprehensive customer insights that enable you to implement actionable improvements.

Improve your satisfaction scores

Our work doesn't stop with the delivery of a report: we continue to guide and support our clients in converting insights into action to elevate NPS ratings and increase satisfaction scores.

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Still doing web surveys?
(They no longer work.)
Response rates are abysmal for web surveys (<5%) and thoughtful insights are nonexistent. In-depth interviews through B2B Voice of the Customer engagements achieve a much higher participation rate (75%+) and deliver the feedback necessary to understand precisely what needs attention.

Our range of capabilities

We offer a full range of B2B Voice of the Customer research methodologies for both quantitative and qualitative studies. Capabilities include online surveys, telephone interviews, online video interviews, focus groups, ethnography, advisory boards.

B2B SERVICESprivate equity SERVICES

What sets us apart

We get it: most survey results are long on data but short on usable information. We're different: we focus on delivering actionable information, backed by scores and quantitative data collected from your custom B2B Voice of the Customer study.

Unmatched Insights

Much more than just data, we offer clear direction on necessary improvements. This is the primary reason our clients return.

Experience

Our team has conducted more than 24,000 in-depth interviews, 150 focus groups, and 500+ engagements across 110+ B2B/B2C industries.

Global Reach

We have the ability to conduct studies in 15 languages, and we have served clients on five continents worldwide.

Breadth of Services

We use the right methodology best suited to address your research needs. Whether it's conducting a large consumer survey or interviewing CEOs on highly strategic topics, we have the skills needed to deliver the results.

We probe for customer insights pivotal to future growth, such as:

What are the top improvements needed to win more business?
Which supplier is the go-to for new innovation. If not you, why?
How easy are you to work with?
What's the customer's reasoning behind their NPS? If not a 10, why not?
How well does your sales team really perform serving customers?
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How we work

Using our proven methods specifically designed for B2B clients, we offer unparalleled expertise, yet remain flexible to accommodate each client's needs.

Our work follows a 5-part process:

1

Discovery

Align on the research objectives to solve your unique challenges.

2

Planning

Convert the objectives into questionnaire topics and develop a plan to determine who to interview.

3

Research

Conduct the research. Capture feedback within transcripts that are easy to read.

4

Analysis

Distill the findings and present an actionable set of recommendations.

5

Action!

Introduce the Action Planning Roadmap. Offer implementation support to ensure success.

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Insights

Start improving your company's performance now using the Insights we provide in these bite-sized articles. Here are a few of the latest insights or see all.

How AI is Redefining Due Diligence in Private Equity

Today a new force is reshaping how diligence is practiced: AI and advanced analytics.
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Deal Dynamics: Higher Values, Lower Volumes, and What It Means for PE

Firms that adapt their diligence playbooks to these trends will be better positioned to win in 2026.
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Why 2026 Will Be the Year B2B Companies Take Voice of the Customer Seriously

Between shifting buyer expectations, rapid product expansion, and increased competition, companies need clearer insight into customers, here's how they get that
READ ON
SEE ALL

Our Guiding Principles

We go above and beyond

Do whatever it takes to exceed expectations. Strive to create raving fans with each engagement.

We deliver expertise without arrogance

Every industry is different; every client is different. We are committed to learning what makes you unique—no cookie-cutter approaches.

We are easy to work with

We are flexible and accommodating, and highly focused on providing quick responses to your requests.

B2B Voice of the Customer
& Private Equity Case Studies

We help businesses and private equity firms make smarter decisions with data-driven customer insights. Whether it's strengthening client relationships or mitigating investment risks, our B2B Voice of the Customer research delivers the clarity you need. Here are a few highlights from past engagements:

packaging
Manufacturing
plastics
software
card processing

VOC: Beverage packaging

NPS® increased from 9% to 37% to 51% over a four-year period.
VOC input redefined their operating approach. R&D became a major investment, and they implemented a key accounts program for top clients.
Net impact: Recognized as the preferred supplier for their top five accounts and were awarded over 90% of new business opportunities.

PE: Industrial Manufacturer

NPS® declined from 45 to 12 in just two years, with customer loyalty collapsing.
Customer interviews revealed a dangerous shift: competitors were winning on both price and service, and two of the company's largest accounts were already piloting alternative suppliers.
Net impact: The PE firm passed on the deal, recognizing that the financials didn't reflect the imminent revenue decline.
More about our Private Equity services.

VOC: Specialty polymers & plastics

NPS® more than doubled from 23% to 56% in three years.
Customer feedback changed the culture of the company, from operations-focused to customer-centric. Leadership implemented "ease of doing business" as the mantra across the organization.
Net impact: Annual growth rate increased from 3% per year to 12% per year, while margins improved by 3%.

PE: Enterprise software

NPS® data suggested steady customer satisfaction, but qualitative insights told a different story.
In-depth interviews uncovered a 30% churn risk, with key customers locked into long-term contracts but actively seeking alternatives once terms expired.
Net impact: The PE firm adjusted the valuation, factoring in near-term revenue risks that traditional due diligence had missed.
More about our Private Equity services.

VOC: Credit card processing

NPS® increased from 43% to 78% in two years.
VOC feedback guided the new product roadmap and helped reshape the organization's approach to key account support.
Net impact: Recognized as the fastest-growing company in the industry; it was acquired by a competitor for an 11x multiple — a record in the credit card processing industry.
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Businesses we've served

“The process was extremely professional, very well thought through. What really stood out to me was the level of organization and structure, which was very refreshing. It was a rapid feedback process.”

— VP Operations (Environmental Consulting Firm)

Transform your insights into impact.

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