Primary Intelligence vs User Intuition: Win-Loss Research

Corporate Visions’ buyer insights program combines event-triggered surveys, selected live interviews, expert analysis and reporting. Feedback can inform seller coaching and changes to messaging or execution. That wider program is useful when the goal includes helping a sales organization adopt new behaviors.

User Intuition’s win-loss research workflow investigates the experience behind a buying decision. A team can explore how a shortlist formed, which concern remained unresolved and what made a competing offer feel safer. Bring actual won and lost buyers so the study tests your sales hypothesis against the people who made the decision.

RudderStack ran 40 win-loss interviews with prospects who chose a competitor in 48 hours and found two competitive blindspots that two years of exit surveys and rep debriefs had missed; read the RudderStack case study.

A buyer may say price decided the deal, while a fuller account reveals uncertainty about implementation, internal approval or the cost of a failed rollout. User Intuition follows the buyer’s own examples and trade-offs, including unexpected details that change how the team understands its original hypothesis.

User Intuition’s laddering approach is informed by Reynolds and Gutman’s laddering method, which connects product attributes to consequences and personal values. For win-loss work, a request for a particular feature may reflect a need to prove value to an executive or avoid disruption for colleagues. Understanding that consequence helps sales and product teams address the underlying risk instead of responding only to the feature request.

TruVoice’s win-loss program describes actionable insights within weeks for many customers, alongside real-time buyer feedback and CRM integration. Its ongoing program can detect patterns across products, regions and deal types. This is a broader service than a single focused interview study.

For User Intuition, the practical constraint is access to your actual buyers: their availability, the invitation and the relevance of the request. The platform supports interviews in 80+ languages and delivers findings as quality interviews complete. Concurrent interviewing lets a team cover several deal segments without coordinating a moderator for every conversation.

A TruVoice engagement can combine feedback collection, analysis and sales enablement, with pricing determined by the program. User Intuition charges $30 per quality voice interview, making the platform cost straightforward to allocate to a product, segment or client brief. Additional interviews can be commissioned when the evidence identifies a consequential gap.

For win-loss research, your actual won and lost prospects are the relevant audience. User Intuition’s standard-panel example is $300 for five interviews in other eligible research audiences; a general panel does not substitute for your deal list. Specialist recruiting is scoped separately when the brief requires it.

A buyer’s job title or deal status does not establish that the interview explains the decision. User Intuition checks whether the conversation provides substantive detail against the learning goals before charging. The team gets a clearer basis for assessing an objection, buying constraint or competitor advantage.

Primary Intelligence brings buyer-feedback and sales-coaching expertise to its managed program. User Intuition’s quality billing makes the interview-level rule explicit; evidence review then examines how well the accepted accounts support a conclusion. That helps a team distinguish a persuasive anecdote from an explanation it can use to change its sales approach.

User Intuition’s evidence review is informed by Malterud et al.’s information power framework and Hennink et al.’s meaning-saturation research. These approaches connect sample adequacy to relevant information and distinguish identifying a theme from understanding it in depth. For win-loss research, User Intuition uses these principles to determine whether the team understands the mechanism behind an objection. It can recommend deeper analysis of existing interviews or a targeted follow-up with buyers whose decision differed from the dominant pattern.

A shopper study illustrates how this evidence review works. We interviewed 43 Walmart shoppers to understand purchase decisions, trip friction and return intent. Thirty-six said they would shop at Walmart again. User Intuition recommends recontacting shoppers after their next comparable trip and comparing those who returned with those who chose another store. The follow-up tests which experiences turn stated intent into a store choice. Explore the Walmart study, two recommended follow-ups and sample presentation.

With User Intuition’s agentic research workflow, an assistant can organize what is already known about a recurring objection and prepare questions for buyers who selected different vendors. Researchers review the audience and plan, then approve the budget before launch.

Once interviews finish, the assistant can retrieve the finding and the accounts that support it. The team can distinguish an implementation concern from a pricing objection, identify which buyer experience is missing and prepare a narrower follow-up. This keeps each study connected to a specific decision about positioning, product or sales execution.

User Intuition builds synthetic participants from real, opted-in respondents, using their individual traits, habits and behaviors. It repeatedly compares synthetic responses with the same respondents’ real answers to calibrate the models. That grounding preserves differences in experience and priorities that generic LLM feedback tends to flatten.

This design is informed by Park et al. (2024). Their simulations of 1,052 people reproduced General Social Survey answers 85% as accurately as those people reproduced their own answers two weeks later. The study informs User Intuition’s emphasis on individual grounding and repeated calibration. For win-loss planning, individual grounding helps researchers frame clearer questions about approval, switching effort and perceived risk, then investigate those questions with the relevant buyers.