Introducing the Demand Report

Normally insight reports are long winded, academic and as difficult to digest as they are to act on. They normally end up in a filing cabinet without impacting anyone in your organization.

The Demand Report is insight everyone on your entire team will devour and discuss. Your is insight that will be

Patterns of demand that help you predict when customers are ready to buy and what messaging willl land with them,

Understand how customers choose between your product, your competitor’s, and doing nothing. Understnd how they buy, what they are hoping to accomplish in their lives, how they want to change, how they build trust, and how they shop. is for

Marketers: Understand the situations that customers are in, help them understand their challenges, and connect with them early on in their shopping process. Understand what trigger events will lead to them being ready to buy.

Sales: Learn what language attracts customers, what aspirations and constraints they are likely dealing with. Understand what is really causing you to win and lose accounts. What are the situations that change over time and lead to upsell opportinities (or cause churn if you don’t reach them in time)

Executive Teams: Help your employees develop the same instincts about customer that you have. Help your teams talk about the right things when they’re discussing product roadmaps, and get them to collaborate on building things that customers will love.

Growth: Right message, right person, right time. At scale.

What’s in the Report?

Your is a web based insight presentation that includes video highlights, a summary of findings, customer profiles, and key insights and your customers and competitors.

An Executive Summary for Everyone

We will condense all our research, analysis, and insight creation into a simple website that your team can consume in a few minutes on their own schedule.

Your site’s homepage will contain an executive summary of findings with key customer profiles, video highlights, and high level insights.

Key customer profiles are a small subset of interviews where customers most clearly articulated their Job to be Done, told the most memorable stories, or revealed something new and powerful about your market.

Video highlights include special moments like customers sharing their screen to show how they use a competitor’s product or when they tell the story of how your product saved the day and made them look like a hero. These video highlights will help your team develop a deeper connection with your customers and think of new products, features, and messaging to help customers get the Jobs Done.


Customer Profiles

We will generate a customer profile for every interview we conduct. This profile includes a summary of the customer’s story, interview video and transcript, interview highlight videos, and other key demand such as:

  • What they were trying to accomplish when they bought your product

  • Whey they bought your product when they did

  • How they found your product

  • What aspects of your product created excitement or anxiety

  • What they thought of other products they experienced while searching for a solution

  • What other products they are using to get their Jobs Done

Customer profiles are meant to be read in three minutes or less with three to ten minutes of video highlights.

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Evidence-Based Insights

Each insight we provide will be supported with video highlights, direct quotes, and anecdotes. We are often able to capture video of people using your (or your competitor’s) software, browsing and commenting on your (or your competitor’s) website, and sharing stories of how your product helped them, or failed to meet expectations.

Insights will be relevant to your product, your customers, and your strategic objectives for working with us.

For example, when doing competitive research, we will explain how customers in your target market use a competitor’s product, the different situations that lead them to choose a product other than yours, and how your competitor’s customers perceive your product.

If we’re doing a win-loss report for you, we will present insights and supporting video that reveal patterns of demand, what factors are changing in the market, and how people are deciding to hire you or fire you for their Job to be Done. Options

Note that prices do not include interviewee compensation, which varies from product to product.

A For Your Product

  • We will recruit and interview 15 new or churned customers from your database

  • Customer Profile and video highlights for each interviewee

  • Insights detailing your customers Jobs to be Done and why they hire you or a competitor for those jobs.

  • We do not create our own recommendations, but we will present findings to your team and work with them on an action plan.

  • Projects are usually completed within a few weeks

  • End of project presentation with examples of how others have acted on similar insights

  • 90 days of ongoing support and collaboration as your team acts on the insights


A for a Competitor’s Product

  • We will recruit and interview 10-15 competitor’s customers (customer must be a company with large enough customer base for us to recruit from)

  • We will be discreet, no one will know we’re doing the research for you

  • Customer Profile and video highlights for each interviewee

  • Insights detailing how these customers perceive your product, what Jobs they are trying to get Done, how they chose one product over another.

  • Projects are usually completed within 4-6 weeks

  • End of project presentation with examples of how others have acted on similar insights

  • 90 days of ongoing support and collaboration


Name *

How It Works

Our service is designed to move fast and produce results quickly. After an initial strategy session, we begin recruiting immediately and usually complete interviews, analysis and documentations within two weeks (it does take a bit longer for competitive research). We do all our research in short, intense sprints and our project team is fully dedicated to working on your account and with as much or little of your team’s involvement as you’d like. We encourage your team to listen in to interviews and join our discussions afterward.


Our Customers and What They Say

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“Their insights helped us see patterns of customer behavior that are so obvious, but we had never noticed. It turns out customers are easy to predict when you are looking at the right things. We overhauled how we message our product and were able to reduce our cost per acquisition by 50% over the course of 12 months.”

”We use as part of our onboarding process. There is no better way for us to introduce new employees to our product and customers.”

“Our helped us focus on the right things we we began expanding our product line. By being focused on our customers and their Jobs to be Done it was clear what new products we needed to create to help our customers and growing our leadership in the market.”

“Their market insights helped us get 12 product teams around the globe ‘sniffing the same glue’, so we could operate under one strategic vision.”

“I’m one of the founders of the company, I’ve worked as CTO, head of product, and head of customer experience. And as I listened to these interviews, there were times when I thought I knew exactly what the customer would say, but I was constantly surprised by what I heard.”

“Being able to tell real, emotional customer stories was missing from our communication internally and with investors. Having them has helped us explain the value of our product in a more engaging and memorable way.”


About Us is a new service being launched by the team at


Alan Klement

I help teams and individuals become great at making and selling products that people will buy. My own experience as an entrepreneur helps me be more effective at helping others. I have applied successfully Jobs to be Done theory to my own businesses and those I invest in.

I released the first book dedicated to Jobs to be Done theory: "When Coffee and Kale Compete". It develops Jobs to be Done theory, and features interviews with entrepreneurs who've applied Jobs to be Done to create successful companies and products. It is a book dedicated to helping people become better at creating and selling products that people will buy.

I’m active on Twitter and LinkedIn

Eric White

My background is in software product development, working first as a developer, then a designer, manager, and business consultant. In 2015, I started a new business focused on helping companies develop insights to reveal growth opportunities, reduce customer acquisition costs, and develop product strategies.

I believe our insights stand out from other market research because they are designed to be as valuable to your product team as they are to your marketing, executive, and sales teams.

Our work is based on the theory of Jobs to be Done, using a model for demand that has been tested and proven to predict customer behaviors across a spectrum of B2B and B2C products.

I’m active on Twitter and LinkedIn