Pricing and FAQ’s

  • How much does it cost?
    • Studies range from $5K to $30K on average, depending on the nature of the questions and how much time and effort is required. Each situation is different, though.
  • Our product team does this already, why use a third-party service?
    • Product creators have a million things to do, building expertise in research shouldn’t be one of them. We are experts at taking the nuanced content of a user interviews and surveys and turning that into benchmarked, empirically sound insights.
    • All good product development companies are already talking to their customers directly or through user testing services. It’s a critical part of the process and seeing people interact with your products is compelling. But without an understanding of the guidelines of empirical qualitative research, the stories can be misleading. Anecdotal stories are often the cause of missteps in feature expression, roadmap prioritization and ineffective MVP targets.
  • We have an internal research team, why use a third-party service?
    • We are specialists, and we plug into internal research teams, offering a powerful enhancement to any company’s existing research abilities.
    • Most internal research teams are generalists. They have to coordinate everything from brand surveys to usability studies. Given that the field of product development and demand analysis research is emerging, it requires specific expertise in product development processes. We know, we’ve put in our 10,000 (and many more) hours creating tech products.
  • Why the small sample sizes for customer conversations?
    • Customer experience conversations are, by definition, qualitative in nature. Where quantitative studies rely on statistics to determine respondent count, qualitative studies don’t have the same focus. It’s widely accepted that a sample size of 9-12 is sufficient to identify and understand customer feedback relating to experience on the early side of product development. Quantitative data fulls in the gaps in later tests.
  • Isn’t this just market research?
    • No. Traditional market research is imprecise, takes too long and is too expensive for most development processes.  Our product-focused research is designed to measure cognitive and emotional responses to products and their usefulness. The approach is based on the area of study called empathic design. Although it may not be familiar to you by that name, this approach is central to Design Thinking and Google’s Design Sprints, as well as being highly compatible with the Agile and Lean processes.
  • How quickly will I receive results?
    • Roughly 72 hours. If you need it quicker, just let us know and we can work with your timing. In some cases it may take longer, but we’ll let you know up front.