VOICE OF CUSTOMER RESEARCH
VOICE OF CUSTOMER RESEARCH FOR INFORMED GTM DECISIONS
Most market research tells you what customers think. Fluvio’s helps you decide what to do next.
Fluvio’s voice of customer research is built to drive real go-to-market strategy, positioning, messaging, pricing, and market expansion decisions. We conduct qualitative interviews and quantitative surveys grounded in product marketing principles, which means every insight maps to a positioning choice, a pricing lever, a messaging adjustment, or a market opportunity.
Our research has helped companies reposition for new markets, retire assumptions that were costing them deals, evolve their product roadmap based on real buyer jobs-to-be-done, and enter adjacent segments with confidence.
WHAT WE OFFER
Voice of Buyer Research
We interview your target buyers, including prospects who chose a competitor, to understand decision criteria, unmet needs, and how your category is perceived. The output is research-backed guidance for positioning, messaging, and go-to-market strategy.
Voice of Customer Research
We go deep with your existing customers to understand what drove the purchase, what keeps them engaged, and where product or behavioral friction exists. These insights help inform retention strategy, product roadmap decisions, upsell messaging, and customer proof points.
Win/Loss Analysis
Win/loss is the most underused competitive intelligence tool in B2B. And the one with the fastest ROI. We run structured interviews with recent wins and losses to understand why deals moved the way they did, in order to improve competitive positioning, sales execution, and messaging.
Market Segmentation Research
We use qualitative and quantitative research to define your ideal customer profile, identify priority segments, size the opportunity, and support smarter market entry decisions.
“As an incoming leader with a passion for product marketing, I knew the benefits of getting PMM right, fast. Fluvio was able to jump in and demonstrate immediate impact.”
Case Study
Learn how Fluvio helped Verifone build a product marketing function, drive Voice of Customer insights, and scale their team for long-term success.
“After delivering on our initial project goals, Fluvio’s consultants were able to pivot to new, challenging priorities and deliver significant ongoing value for OpenX which is incredibly important in the programmatic landscape.”
Case study
Learn how Fluvio helped OpenX with research, narrative, and structure to accelerate GTM decisions and scale PMM.
FREQUENTLY ASKED QUESTIONS
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Voice of buyer research focuses on prospects and evaluators, including people who chose a competitor or did not buy. This research helps you understand jobs-to-be-done, buying centers, decision criteria, category perceptions, and what drives purchase decisions.
Voice of customer research focuses on existing customers and helps you understand what made them buy, what keeps them engaged, and where there is opportunity to improve retention, expansion, or product strategy.
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We can do either. In some engagements, clients provide access to customers, prospects, or internal lists. In others, Fluvio helps recruit the right participants based on the audience and research goals. Oftentimes, we deploy a dual approach for the most robust sample size and composition. The right approach depends on who you need to reach and how specialized the segment is.
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You get way more than a stagnant research summary. Fluvio delivers clear findings, practical recommendations, and guidance your team can use to improve positioning, messaging, pricing, segmentation, or go-to-market strategy. The goal is to turn research into decisions, not just documentation.
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Fluvio brings a disciplined product marketing lens to research. We go beyond collecting feedback and instead connect insights directly to positioning, messaging, go-to-market decisions, pricing, market expansion, and commercial execution. By linking data-driven takeaways to cross-functional impact and prioritized recommendations, we empower teams to take action across the GTM lifecycle.
Questions?