Customer research usually fails on the output, not the sample size. Clients are often left with interview transcripts to analyze themselves, or a satisfaction score that misses the real reasons customers stay or leave.
We structure interviews around the questions your engagement must answer: why customers chose the company, what keeps them, what would make them switch, and which competitors are gaining share. We report clear findings, not transcripts.
Available as a standalone study, or as the customer research within a due diligence engagement.
What we do
The questions we answer
Customer research answers questions that management's view cannot:
- Why did customers choose the company, and what would make them switch?
- What would it cost a large customer to leave?
- Which competitors are considered at renewal, and which ones win?
- Are customers considering AI-native alternatives, or building their own?
We answer these questions through structured interviews with customers, prospects, former customers and channel partners, designed and overseen by the engagement Partner.
How we help
Our customer research services
Each study is scoped to the question you need answered. Sample size, timeline and deliverables are agreed upfront, and coverage grows only if you need results by segment, region or customer type.
Diligence VoC
Tests the seller’s claims about customer retention, and the switching costs the price assumes.
Executive report · Live readout · Curated quote pack
Customer Retention Diagnostic
Identifies why customers renew and why they leave, linked to your revenue data.
Executive report · Churn risk taxonomy · Segment analysis · Live readout
Switching & Share Shift Study
Identifies which competitors are winning customers, why, and whether the company’s position is holding.
Share shift analysis · Competitive angle map · Executive report
Value Proposition Assessment
Tests the company’s claimed strengths against what customers say sets the product apart.
Differentiation assessment · Evidenced value proposition
Willingness-to-Pay Study
Measures what customers will pay, for what, and how price sensitivity differs by segment.
Willingness-to-pay analysis · Value driver quantification · Segment price sensitivity
Multi-Country Insight Program
Structured interviews across countries and customer types, with findings by country, segment and market maturity.
Per-country findings · Cross-market synthesis · Priority recommendations
Customer Health Pulse
Two research waves a year tracking retention, competitor activity and segment health during ownership.
Per-wave report · Progress tracker · Live readout
Portfolio VoC
Consistent customer research across several companies or business units, so results can be compared.
Per-asset reports · Portfolio synthesis readout
An initial diagnostic, for qualified clients
For qualified clients, we offer a short, targeted assessment that stress-tests the assumptions most likely to change your decision. A larger engagement follows only if the findings justify it.
Why Wykeham
Evidence investors can rely on
Partner-led from start to finish
The Partner who scopes the engagement oversees the interviews and signs off the final findings.
Industry and subject-matter expertise
Each team includes senior strategy consultants and a Domain Specialist from your industry.
Evidence and assumptions you can check
Every key conclusion is linked to its source, and every key assumption is stress-tested, so your investment committee and board can make the decision and defend it.
Fixed scope and fee
Scope, timeline, fee and deliverables are agreed upfront. We charge for the deliverable, not for consultant time.
A clear recommendation
The final report states what the evidence shows, with the reasoning and the supporting customer quotes included.
Commercial strategy for foundational AI chokepoints
Avoid making the wrong call. Choose proven Partners.