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6 questions3 objectives30–50 accounts from your 'satisfied' segment (NPS 7–8)

Silent Detractor Detection

Identify customers who say they are satisfied but show expression signals of disengagement. Catch churn risk before it shows up in usage metrics.

5 questions3 objectives20–40 recently churned accounts (within 30–60 days)

Post-Churn Root Cause Analysis

Interview recently churned customers to understand the real reasons they left. Move beyond the cancellation form and hear what words alone do not capture.

5 questions3 objectivesAll accounts within 60–90 days of renewal

Renewal Risk Assessment

Run voice check-ins with accounts approaching renewal to gauge real sentiment and surface risks before the renewal conversation starts.

5 questions3 objectivesAll flagged at-risk accounts (typically 10–30)

At-Risk Account Voice Check-In

A focused, 5-question check-in for accounts already flagged as at-risk by your CS team or health score. Get the expression context behind the data.

Customer Satisfaction & NPS

4 templates

5 questions3 objectives30–60 respondents across NPS segments (promoters, passives, detractors)

NPS Deep-Dive: Beyond the Score

Follow up on NPS scores with voice interviews that reveal the expression signals behind the number. Understand why a 7 is not the same as another 7.

5 questions3 objectives20–40 new customers (2–4 weeks post-signup)

Onboarding Experience Check-In

Interview customers 2–4 weeks after onboarding to capture the expressive experience while it is still fresh. Identify where new users hesitate, get confused, or almost give up.

5 questions3 objectives25–50 active users across segments

Customer Effort Assessment

Measure how much effort customers expend to get value from your product. High effort is the strongest predictor of churn, even when satisfaction scores look stable.

5 questions3 objectivesEntire active customer base (run quarterly)

Quarterly Relationship Health Check

A structured voice check-in to run every quarter across your customer base. Replaces or supplements written surveys with richer expression data.

Win/Loss Analysis

4 templates

6 questions3 objectives15–30 recently closed-lost deals (within 30–45 days)

Closed-Lost Deal Debrief

Interview prospects who did not buy to understand the real reasons deals stall. Move beyond CRM notes that say 'timing' or 'budget' and hear how prospects actually talk about it.

5 questions3 objectives15–30 recently closed-won deals (within 30–45 days)

Closed-Won Deal Debrief

Interview new customers shortly after closing to understand what actually drove the buying decision. Use their language to sharpen positioning and enable reps.

5 questions3 objectives15–25 customers who switched from a known competitor

Competitive Switch Analysis

Interview customers who switched from a competitor. Understand what drove the switch, what they miss, and what language resonated during their search.

6 questions3 objectives15–25 recent closed deals (mix of won and lost, ideally 50/50)

Win/Loss Interview

A single template for both won and lost deals. Understand the real reasons prospects chose you or walked away, beyond what CRM notes capture.

Concept & Messaging Validation

4 templates

5 questions3 objectives25–50 participants from your target audience

Messaging Variant Test

Test 2–4 messaging variants with real expression signals before committing to a campaign or launch. Know which concepts spark enthusiasm and which ones confuse.

5 questions3 objectives20–40 current customers or target users

New Feature Concept Validation

Validate a new feature concept with customers before building it. Test whether the problem is real, the proposed approach resonates, and the value is clear.

5 questions3 objectives25–50 participants from target buyer persona

Value Proposition Test

Test your core value proposition with target buyers. Understand whether it communicates the right benefit, to the right audience, in the right language.

5 questions3 objectives20–40 prospects or current customers

Pricing Perception Study

Understand how customers perceive your pricing relative to value. Detect whether price resistance is about the number or about unclear value communication.

Brand & Market Research

4 templates

5 questions3 objectives30–60 participants across aware and unaware segments

Brand Perception Study

Understand how your brand is perceived expressively, not just rationally. Capture the language, associations, and trust signals that drive or block buying decisions.

5 questions3 objectives40–80 participants across 3—4 target segments

Market Segmentation Interview

Interview customers and prospects across segments to identify which groups have the strongest expressive resonance with your product and where the best fit lives.

5 questions3 objectives25–50 buyers or evaluators in your target market

Competitive Landscape Interview

Map how buyers perceive the competitive landscape. Understand which alternatives they consider, what drives their evaluation criteria, and where white space exists.

6 questions3 objectives20–30 customers across high-retention and churned segments

ICP Validation Interview

Validate whether your Ideal Customer Profile matches reality. Uncover who actually gets the most value, who struggles, and where your ICP assumptions are wrong.

Product & UX Feedback

4 templates

5 questions3 objectives30–60 active users across different use cases

Feature Prioritization Study

Let customers tell you what matters most, in their own words, with expression weight. Move beyond feature-request lists and understand which capabilities drive real enthusiasm.

5 questions3 objectives30–50 active users

Product-Market Fit Assessment

Measure product-market fit through expressive engagement, not just the Sean Ellis 'very disappointed' question. Understand whether customers feel the product is essential or merely convenient.

5 questions3 objectives15–30 active users of the specific feature or workflow

Usability Feedback Interview

Conduct voice-based usability interviews to capture the expressive experience of using your product. Go beyond task success rates and hear how users feel as they navigate.