The Status Quo
Most teams profile their audience. The best teams understand them.
You know your audience's age, location, and job title. You don't know why they buy, why they leave, or why they never considered you in the first place.
of digital ad budgets reach the wrong audience
Your campaigns hit their reach targets and miss their revenue ones. The audience matched the brief — they just weren’t the ones making buying decisions.
Source: Nielsen Digital Ad Ratings
for traditional research to deliver
By the time the survey panel reports back, you’ve already launched. Traditional research gives you a rear-view mirror when you need a windshield.
Source: MarketResearch.com / McKinsey
think they deliver superior CX. Their customers disagree.
Most companies believe they understand their customers. Almost none of their customers agree. The gap between perception and reality is where money disappears.
Source: Bain & Company
Our Approach
From Patterns to Precision
Traditional research starts with individual conversations and works toward patterns. We start with patterns across large-scale conversations and public data, and help you move toward nuance that matters for your business.
Organic User Interviews
Left to Right
Simulated User Interviews
Right to Left
Start with individual interviews
Patterns that emerge
Nuance and distinction
Start with patterns within large-scale conversations
Same destination — understanding the audience. Different starting point.
Get Started
Ready to meet your audience?
Whether you need ongoing audience intelligence or a one-time deep dive, we meet you where you are.
Done-For-You Sprint
Let us do the deep work
We figure out who your customers are, what drives their decisions, and how to reach them. You get a playbook you can act on immediately.
Recent sprints with Run It Once, Teleya, and Slippery Saints
Self-Serve Platform
Run your own research
Use Cases
Who uses AskPhi?
You know you need to understand your audience before you go to market. But recruiting for interviews takes weeks, surveys give you surface-level answers, and gut feel only gets you so far.
- Know exactly who your best buyers are before you spend on acquisition
- Test your messaging and positioning with the audience that matters
- Build personas grounded in real behaviour, not assumptions
Results
Demographics told them nothing. Behaviour told them everything.
The Brief
A growing audience of 15,000 — but no clear picture of who would pay for what. The team wanted to launch a premium product but couldn’t agree on the audience, the positioning, or the price.
What We Found
The obvious segmentation — by demographics — was a dead end. When we segmented by behaviour instead, three distinct groups emerged. Each had different frustrations, different buying triggers, and different price sensitivity. That single reframe told the team what to build, who to target, and how to sell it.
The Shift
- Pricing went from a gut-feel estimate to 4x higher — backed by data
- Audience grew from 15k to 62k through behaviour-informed content
- Two products and a full ad strategy built directly from the segmentation
FAQ
What you're probably wondering
Every day without audience clarity costs you conversions.
See what you're missing in 60 seconds — or let our team show you.