You own a business.
You’re making a decision about your brand or next product, and you want to know what your customers care about enough to choose you.
Market research
with teeth.
Deep customer understanding. Clearer decisions. In three weeks.
Things are changing so fast. Market research projects can be long, expensive, and end with a massive report no one reads.
I combine customer interviews and AI-assisted research to help you make decisions about your brand or product. You work directly with me, with the research focused on what you need to learn.
Cut through the data noise and get to clarity.
Tell me about your projectFor business owners, product teams, and creative teams.↓
01 / The problem
You can know a lot
about a market
and still miss
the people in it.
AI makes it easier to get a picture of your market. I use it heavily. It’s useful.
But when you and your competitors can pull from the same information, where does your advantage come from?
I think it starts with putting the humans at the center of your research. Going directly to your customers to deeply understand their story. AI makes market data easier than ever to access. Your advantage is in creating an understanding of your customer that AI can’t replicate.
I focus on finding insights that will make your customers say, “I have felt this but haven’t been able to put it into words before.”
02 / Approach
Let’s find out what’s
actually going on.
Customer interviews are at the center of every project. Here’s how I get beneath the surface:
Customer conversations
I want to understand what people do, what they put up with, and why they make the choices they make. That means asking follow-up questions and staying curious when an answer doesn’t fit.
Cultural research
I look at how people’s lives are changing. Where is the intersection of their own narrative, cultural conditioning, and the mismatch with what is currently being offered?
AI-assisted research
I use AI to work through the wider market research quickly, giving us more room to investigate the things we need to hear from people themselves.
Sometimes the findings challenge the idea you came in with. I’ll explain why. If something is uncertain, I’ll say that too. You need to know what is certain and what is an assumption to test.
Why work directly with me?
Depth, quickly
Get to a deep understanding of your customers in three weeks. We focus the research on the decision you need to make and get moving.
Insights you can own
I keep you close to the research as it develops, sharing exactly what I’m hearing and how I’m making sense of it. By the end, you understand where the findings came from and can make them your own.
Less big-agency overhead
You hire me directly. Your budget supports the research and thinking, with no layers of account management between us.
03 / The engagement
How we’ll
work together.
Tell me what you need to decide.
We’ll talk through the project and agree on the research scope, timing, and cost before the work starts.
I do the digging.
I interview customers and investigate the market around them. You work directly with me, so the person hearing the conversations is also the person making sense of them.
You put the findings to work.
You get findings and recommendations tied to your decision, with the evidence behind them and the questions still open. That might mean changing which product features you prioritize or how you explain your value to customers.
If you need to test a concept with customers, that is a great next step.
04 / Who it is for
A few reasons to bring me in.
You’re on a product team.
You want to understand which product features to prioritize while there’s still room to change what you’re building.
You run a creative shop.
You need research or strategy capacity on a project. I bring customer research and strategy depth to help your team.
05 / Selected experience
A few projects
I’ve helped with.
Nonprofit organization
Department strategic plan
Audience segmentation and positioning work that shaped the next three years of programming.
B2B manufacturer
New product platform launch
Research supporting distribution territory redesign and a shift from cost-plus to value-based pricing.
Consumer pet brand
New product development
Competitive research, customer voice, and feature prioritization for an automated hardware product.
New business startup
Brand strategy development
Brand ethos creation. Articulation of brand point of view. Customer journey. Differentiation strategy.
06 / About
I’m Andrew.
I spent eight years building the market research function at Western Michigan University. I have been consulting independently for the last four years. I’ve worked with large manufacturing firms, consumer and B2B product teams, and nonprofit organizations.
The part I keep coming back to is talking to people. It is the quickest and highest-ROI research activity when you are trying to make brand or product decisions.
I love asking the hard questions. Getting to the root of customer decision-making. And helping teams clearly articulate what is supported by research and what is just an internal opinion. It’s easy to get attached to an idea when you’ve spent a long time working on it.
That’s what I mean by research with teeth. You should leave with confidence, knowing what the findings mean for your brand or product, and which decisions still need more evidence.
I’m based in Kalamazoo, Michigan. This is a focused research engagement, and I’m the person you’ll work with throughout it.
07 / Let’s talk
What are you
trying to
figure out?
Tell me a little about the project and the decision you’re facing. You don’t need a finished research brief. We can work that out together.