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Insights
Explore webinar recordings, presentation decks, and visual resources designed to help B2B software and SaaS leaders evaluate markets, sharpen go-to-market choices, and act on important growth opportunities.
A six-part masterclass for developing stronger market and customer insights
Customer and market interviews can reveal what leaders need to know—but only when the research begins with the right questions and the evidence is interpreted with discipline. This practical series walks through the process of planning and conducting effective interviews, identifying meaningful patterns, and translating the findings into recommendations leaders can act on.
6 sessions · 20-minute webinar recordings · slides and supporting materials
Learning Outcomes
Conduct more effective interviews. Define clear learning objectives, ask questions that produce meaningful evidence, and avoid common sources of bias.
Turn conversations into reliable insights. Organize findings, distinguish recurring patterns from isolated comments, and assess what the evidence supports.
Develop recommendations leaders can use. Connect the research to the business decision and translate conclusions into focused, practical next steps.
Episode Preview
01 Define Scope, SCQH & Issue Tree
02 Describe Personas
03 Create Interview Guide & Recruit Participants
04 Conduct Interviews
05 Analyze Transcripts, Identify Themes, & Create Affinity Diagram
06 Develop Recommendations
Explore practical discussions and visual tools on market research, go-to-market strategy, AI, corporate development, and other consequential growth questions. Webinar pages include the recording and presentation deck; visual resources can be viewed and downloaded.
Webinar
Learn about nine key activities and seven important deliverables that every in-depth interview project should cover.
64 minutes · Recording and presentation deck
Watch the webinar →Webinar
Gain actionable strategies, frameworks and tools to segment markets effectively, and learn techniques to pinpoint unattractive segments.
55 minutes · Recording and presentation deck
Watch the webinar →Infographic
Read about common pitfalls of voice-of-the-customer research initiatives.
One page · PDF
View the infographic →Webinar
Learn two frameworks to evaluate innovation, reduce risk, and get buy-in—so you can confidently pursue the right opportunities.
60 minutes · Recording and presentation deck
Watch the webinar →These resources can help you frame the questions and understand the alternatives. When you need evidence, recommendations, and execution support tailored to your business, start with a conversation about the decision in front of you.
