Use case

Research

Talk to customers, and keep what they actually said.

Most product research dies in a document nobody re-reads. The value is not in having run the interviews. It is being able to answer, months later, what was said, by whom, and how strongly it points at the thing you are about to build.

What makes this hard

Interview notes are written to be filed, not to be re-read or aggregated.
The strongest quotes are the easiest to cherry-pick, which is exactly the failure mode.
What one interviewer heard rarely survives the trip to the person making the decision.

How we approach it

Structured interviews
Run conversations against a template that keeps questions behavioural rather than hypothetical.
Transcript review
Turn a raw transcript into structured answers you can accept, correct or reject one at a time.
Collective reporting
Read one interview on its own terms, or read every interview as one body of evidence.

What you should expect

Evidence a sceptic can audit back to the sentence someone actually said.
A view across interviews that shows the pattern rather than the loudest quote.

Where this shows up

Groundtruth

Customer evidence, pricing, and the investment case in one line of reasoning.

Groundtruth turns customer conversations into evidence, and evidence into the numbers a decision rests on: pricing, unit economics, and the investment case. Each one traces back to what a customer actually said.