Evidence-Backed Customer Intelligence in Action

CHG Healthcare needed to understand why locum tenens physicians walked away from confirmed assignments — with a hard-to-reach physician audience, no dedicated budget, and a hypothesis the team was fairly sure was right.

A creative founder needed enterprise-level customer understanding to guide product decisions — but didn't have enterprise-level research budgets or a research team.

Sales post-mortems kept pointing to pricing and features. The actual reason they were losing was something neither exit surveys nor rep debriefs had ever surfaced.

ALP was outperforming the market, but the team didn't know which lever was driving growth — and couldn't tell their sales organization where to focus.