Winning strategies start with your customer

Teams struggle when they don't have a deep understanding of their prospects and customers. They lack alignment, get stuck in their own beliefs, and don't know why people actually aren't buying or staying loyal.

We help businesses uncover human truths, craft actionable strategies, and connect more authentically with their customers.

By going deep to get to know your business and your audience, we bring you inspiration and actionable strategies that propel your business forward.

Shaina Forman

Shaina Forman
Founder and Principal Consultant

Insights and Strategy Partner for Marketers and Innovators

Who We Work With

  • Sales have stalled, and your product, sales, and marketing teams aren't aligned on what needs to change.

  • Your audience doesn't see themselves and their real needs in your marketing, and your messaging isn't selling your value.

  • You're stuck in your own beliefs and innovating based on guesses. Product and marketing keep butting heads about priorities.

  • You don't have a clear view of your ideal customer and the problems you're solving for them.

  • You're leveraging your data, but it tells you the "what" and the "how," not the "why" or "so what."

  • You’re wasting time and resources on initiatives that end up falling flat with prospects and customers.

How You Can Work With Us

Strategic Insights Projects

B2B and B2C Research, specializing in qualitative interviews, focus groups, and insights communities.

  • Customer Experience Strategy: path-to-purchase journey, onboarding experience, and service experience

  • Marketing and Growth Strategy: win/loss analysis, personas, positioning and messaging strategy, uncovering roadblocks to sales, customer retention strategy

  • Product/ Service Innovation: discovery, problem space exploration, ideation, co-creation, concept testing and refinement

Fractional Insights Leader

From customer champion to get-it-done researcher, my role flexes based on your needs.

  • Act as extension of your team, leading strategic customer and prospect research

  • Build processes to accelerate getting insights to stakeholders faster

  • Lead special initiatives to evangelize the voice of the customer

  • Short-term or long-term basis

Training Your Team to DIY

Hire me to teach your marketing or insights teams to do your own interviews and research. CMO's hire me to:

  • Show you how to do DIY research internally

  • Coach teams on how to do win/loss interviews and develop strategic insights

  • Workshop ways you can build a more customer-centric organization

  • Help you build or get more value out of your Insights Community

Hi, I'm Shaina 👋

Your goals are my goals

After starting my career in marketing, I noticed a pattern. Businesses can have an incredible product and care about doing something meaningful for their customers. But if they don't really understand the people they want to reach -- what's important to them, their fears, their dreams, and how they make decisions -- then their efforts can fall flat and they miss out on opportunities that could have made them win.My goal: bring humanity back into business. No more random acts of marketing or innovating based on "shiny object syndrome."With 15 years of experience across marketing, brand and product strategy, and customer insights, I lead strategic research with a business and marketing lens, helping companies become more relevant, more focused, and more effective.

THE DIFFERENCE

When you work with me, you'll get...

  • Focus on your business outcomes -- I spend time getting to know your business, your goals, and your priorities to bring you actionable, relevant strategies and insights, not 50-page decks of diagrams and generic stats that lack real insight

  • Experience collaborating and presenting insights to C-Suite and exec leaders of Fortune 50 companies, household names, B2B giants, and startups ready to scale

  • A senior-level moderator who has interviewed 600+ customers, prospects, users, and stakeholders

  • One dedicated consultant who's as effective as an agency, focused on you, without the agency overhead

  • A flexible collaborator -- no inflexible processes, bloated teams, and overly complex systems here

  • An outside expert who will help you push beyond your internal beliefs and hypotheses and bring you new ways of thinking

CLIENT EXPERIENCE

Clients I've led work with on my own or on behalf of agencies include:

B2B Tech+Services

  • Dell EMC

  • FedEx

  • Nuance

  • Flex

  • SourceDay

  • Siemens

Consumer Products+Retail

  • L'Oréal

  • Kendra Scott

  • Behr

  • Delta Faucet

  • PepsiCo

  • Reynolds

Consumer Tech+Services

  • Pinterest

  • Coursera

  • Meta

  • Live Nation

  • The University of Texas

  • Arizona State University

“This is super insightful – thank you so much! This has fantastic details for us to action and move forward!”
CMO

“You are one of the best interviewers. There's something about the natural way you have conversations with people and get them to open up.”
Vice President

“Shaina was always thinking big. She is grounded in both consumer and B2B thinking. She’s strategic, innovative, and will be an invaluable resource to any client who has the pleasure of partnering with her.”
Vice President

Now let's talk about you

Located in Austin, Texas + virtually anywhere

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