Surfacing What's At Stake 

Most product and positioning decisions in this industry get made on assumption, not evidence, not because the people making them are careless, but because the people who could tell them the truth rarely do. Buyers don't say what they actually think to the company asking. They say it to their peers in private conversations, and they share, if asked, with someone independent.

Having spent twenty years in business travel, I've watched this pattern from every angle: suppliers building features nobody asked for, positioning that doesn't land, and buyer feedback loops (surveys, circles, advisory boards) that generate data without ever making anyone feel genuinely heard.

That gap is more expensive now than it was a year ago. AI is compressing product cycles faster than most companies can validate what they're building; the assumption that used to cost three months to correct now compounds in weeks. What survives that speed is the honest, independent read nobody inside the business can get for themselves. 

That's what I deliver.

Our Approach: Buyer-Voice Research

Structured, independent research with the people your decisions actually depend on, turned into a clear, evidence-based brief you can act on.

• The Interviews: One-to-one conversations with corporate travel buyers, recruited through an independent network built over twenty years. 

• The Synthesis: Cross-interview analysis: the patterns, contradictions, and blind spots no single conversation reveals.

• The Brief: A clear, evidence-based translation of the findings into information to build your decisions on; not a data dump.

Scope and depth are set per engagement; focus groups and tailored workshops available on request.

This Isn't For You If

• You want validation for a decision you've already made and don't want to hear differing opinions.

• You want to use the findings in your marketing and sales. A large research agency with a brand name attached will serve you better (and if Phocuswright is on your radar we can still work on this together). 

Frequently Asked Questions (FAQs)

"Isn't this something our own product or customer success team could do?" Yes, but buyers say things to an independent, neutral researcher they won't say directly to the company asking. That's the entire value of going outside: not more effort, a more honest perspective.

"We already have buyer circles or feedback boards, why do we need this?" Because most of them generate activity, not honesty. If your own buyers don't feel genuinely heard by those mechanisms, the data coming out of them isn't the whole picture.

"Do you work from our buyer list, or your own network?" Either, depending on the question. Most engagements draw on my own independent network across the industry; others work directly from a client's own list.

"How is this different from any other market research agency?" The difference is my twenty years inside business travel. You receive what you need, because I understand the market dynamics in a way any other market research agency doesn't (which is why some come to me for this context).

Ready To Talk? 

Whether you're facing an important decision or want an ongoing read on how your buyers actually experience what you build, let's have a chat.

Start with a free, no-obligation 30-minute discovery call, no pressure, no pitch, just a conversation about what fits.

Book Your Discovery Call Now 

Confidentiality 

Interview participants are never identified to the client by name or company without their explicit agreement. Findings are shared in aggregate and anonymised form, so buyers can speak honestly, and clients get an accurate picture rather than a filtered one.