How one study changes a business decision
Five stories from different fields. Each one has a real problem, a nine-question script, a sample interview, an analysis of twenty conversations, and a result in numbers.
«We cut the price — and people still left»
The analytics service was sure it was about price. Twenty interviews showed otherwise: customers left without ever seeing the main thing they'd signed up for.
E-commerce / D2C«They abandon the cart on the very last step»
The cosmetics brand blamed expensive shipping. Interviews showed: people weren't stopped by shipping, but by the fear of trusting an unfamiliar brand.
Private clinic«They call us — and book with our neighbours»
The medical center invested in equipment and advertising. Interviews showed: people choose not by the equipment, but by how they were spoken to on the phone.
Real estate / developer«They view the apartment — but never sign»
The developer thought it was about price and installment plans. Interviews revealed the real barrier — fear the building won't be finished, and distrust of the developer itself.
HR«Strong people leave like a bolt from the blue»
The company thought it was about salary. Exit interviews showed: people leave because of their manager and lost sense of purpose, not for the money.
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