Voice of customer research · Toronto & North America

Voice of customer research. In your buyers’ own words.

Buyers believe you understand them when you describe their problem the way they do. We find those words — in sales calls, support tickets, reviews and win-loss interviews — and put them to work across your marketing.

Take the free social selling audit → Talk it through

Is this you?

Your words. Not theirs.

Most B2B messaging is written in the company’s vocabulary. Buyers search, object and decide in their own. The gap costs you in every channel at once.

→ Your messaging describes your product, not their problem
→ You are not sure why you win, or why you lose
→ Ad copy and keywords were written from a brainstorm
→ Your ICP describes who you want, not who buys
→ Objections get handled differently by every rep

What you get

Research that turns into copy.

🎧

Source mining

Sales call recordings, support tickets and reviews — including competitors’ reviews, a free list of what your market dislikes about the alternatives.

Listen

🎙️

Win-loss interviews

Short conversations with recent wins and losses about what nearly stopped them and what tipped them.

Ask

📚

A voice library

Verbatim buyer language, tagged by stage, persona and objection — a standing asset, not a one-off report.

Keep

🛠️

Applied outputs

Messaging, ad copy, keyword ideas, ICP refinements and objection handling, all in your buyers’ words.

Use

How it works

Market research that produces copy.

Customer voice is one of the Three Voices — the sources of differentiation no language model can reach, because they are not on the public internet. It is also targeting data: the people who describe a problem most acutely tell you who feels it most.

Research can run as a standalone project or as the first phase of a content, social selling or demand engagement.

1 Gather sources — calls, tickets, reviews, CRM notes
2 Interview — recent wins and losses, across the buying committee
3 Build the library — verbatim language, tagged and searchable
4 Apply it — messaging, ads, keywords, ICP, enablement

Voice of customer research, more specifically

The versions of this work we are asked about most.

A voice of customer research agency in Toronto

Toronto is one of our bases, alongside Ottawa and Victoria. Interviews are usually more candid by video call than in person anyway, and recordings you already hold can be analysed wherever they live, so we work with teams across Canada and the US.

B2B voice of customer research

In B2B, “the customer” is several people. The person who felt the pain, the person who evaluated the options and the person who signed often describe the same purchase in completely different terms. B2B voice of customer research deliberately hears from more than one role, because the messaging has to work for all of them.

Win-loss interviews

A short conversation with a recent win and a recent loss often teaches more than a quarter of analytics. Buyers will tell you what nearly stopped them, which competitor they compared you with and why, and the exact moment the decision tipped — things no dashboard records.

Questions

Before you ask.

Do you speak to our customers directly?

With your permission, yes — win-loss interviews are most valuable when someone outside your company asks the questions. We can also work only from recordings, tickets and reviews you already have.

How many interviews do we need?

It depends on how varied your customers are. Rather than committing to a number up front, we keep going until new conversations stop producing new patterns, and we tell you when that happens.

Is it confidential?

Yes. Customer material is used for your work only and never trains anyone’s model.

What do we actually receive?

A searchable voice library of verbatim buyer language, a summary of what wins and loses deals, and applied outputs: messaging, ad copy, keyword ideas and ICP refinements.

What does it cost?

It is scoped after a short conversation, based on how much source material you have and how many interviews it needs.

Keep reading

The System

The Three Voices

Where differentiated B2B content actually comes from.

ICP targeting and intent signals

How customer evidence sharpens who you target.

Say it the way
your buyers say it.

Start with a conversation about the material you already have.

Take the free social selling audit → Talk it through

Voice of customer research. In your buyers’ own words.

Your words. Not theirs.

Research that turns into copy.

Source mining

Win-loss interviews

A voice library

Applied outputs

Market research that produces copy.

Voice of customer research, more specifically

A voice of customer research agency in Toronto

B2B voice of customer research

Win-loss interviews

Before you ask.

The Three Voices

ICP targeting and intent signals

Say it the wayyour buyers say it.

Say it the way
your buyers say it.