Who your best-fit customer actually is and how they think, buy, and choose. Evidence, not personas.
Most agencies produce “buyer personas” that read like demographic wishlists. That’s not research. That’s stereotyping.
Real ICP research is structured investigation into who your best-fit customers actually are, what triggers them to buy, how they evaluate alternatives, what language they use to describe the problem, and where they discover solutions.
The output isn’t a persona document. It’s a decision-grade brief that shapes every downstream choice from positioning to channel selection to creative direction.
Everything the engagement covers.
- Best-customer analysis from existing revenue data
- 10-15 structured buyer interviews
- Jobs-to-be-done articulation
- Buying trigger and journey mapping
- Language and objection library
- Evaluation criteria and decision-making patterns
- ICP definition document with tier ranking
This is for you if…
If one or more of these sounds familiar, it is worth a conversation.
You’re marketing to “everyone” and converting no one
You’ve never systematically talked to your best customers about why they bought
You’re about to enter a new market or segment and need evidence before you spend
