{"id":10696,"date":"2026-08-14T14:05:14","date_gmt":"2026-08-14T12:05:14","guid":{"rendered":"https:\/\/oberwasser-consulting.de\/?page_id=10696"},"modified":"2026-10-25T20:58:52","modified_gmt":"2026-10-25T19:58:52","slug":"customer-insights-sprint","status":"publish","type":"page","link":"https:\/\/oberwasser-consulting.de\/en\/customer-insights-sprint\/","title":{"rendered":"Solve what really drives your customers \u2013 visibly better than anyone else."},"content":{"rendered":"\n<div id=\"oc-redesign\">\n<style>\/* Schriften liefert der Rahmen (Zusatz-CSS) *\/\n#oc-redesign *{box-sizing:border-box;font-family:inherit;font-size:inherit;font-weight:inherit;line-height:inherit;color:inherit;}\n#oc-redesign a{text-decoration:none;color:inherit;}\n#oc-redesign img{display:block;max-width:100%;}\n#oc-redesign .fb{width:100vw;max-width:100vw;margin-left:calc(50% - 50vw);margin-right:calc(50% - 50vw);}\nbody:has(#oc-redesign) #hero-scene{display:none!important;}\nbody:has(#oc-redesign) 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420px;background-position:64% 100%;background-repeat:no-repeat;padding-bottom:470px}\n}\n\n\/* Knoepfe und Links auf hellblauer Fotoflaeche (nur CIS-Hero, Desktop): helle Fuellung, Navy-Schrift (Peter 23.09.2026, 12:56) *\/\n@media (min-width:761px){\n  #oc-redesign .hero.fotogrund .knopf{background:#F4F6F8;color:#0F2C4A}\n  #oc-redesign .hero.fotogrund .knopf:hover{background:#FFFFFF}\n  #oc-redesign .hero.fotogrund .textlink{color:#F4F6F8}\n}\n\n\/* KlickTipp-Formular auf Navy (Vorbild build_v3 .leadbox, live seit 22.09.; Befund Staging 23.09. 15:37: helle Schrift auf wei\u00dfer Plugin-Karte) *\/\n#oc-redesign .navy .kt-optin-wrap{background:transparent !important;border:0 !important;box-shadow:none !important;padding:0 !important;margin:18px 0 0 !important;max-width:none !important;color:var(--auf-navy) !important;}\n#oc-redesign .navy .kt-optin-title{display:none !important;}\n#oc-redesign .navy .kt-optin-desc{font-size:15px !important;line-height:1.5 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.e-weg{list-style:none;display:grid;grid-template-columns:repeat(3,1fr);gap:48px;margin-top:72px;position:relative;padding-top:40px}\n#oc-redesign .e-weg::before{content:\"\";position:absolute;left:0;right:0;top:7px;border-top:1px solid var(--linie)}\n#oc-redesign .e-weg li{position:relative}\n#oc-redesign .e-weg li::before{content:\"\";position:absolute;top:-40px;left:0;width:15px;height:15px;border-radius:50%;background:var(--navy)}\n#oc-redesign .e-weg li:nth-child(2)::before{background:var(--cool);border:2px solid var(--navy)}\n#oc-redesign .e-weg li:nth-child(3)::before{background:var(--arctic)}\n#oc-redesign .e-weg .etikett{font-weight:600;color:var(--navy);margin-bottom:10px}\n#oc-redesign .e-band{display:grid;grid-template-columns:5fr 7fr;margin-top:120px;min-height:560px}\n#oc-redesign .e-foto{position:relative;background:var(--navy);overflow:hidden}\n#oc-redesign .e-foto img{position:absolute;inset:0;width:100%;height:100%;object-fit:cover;filter:grayscale(1) 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.k2b{max-width:480px;margin-bottom:32px}\n#oc-redesign .gemacht .k2b img{display:block;width:100%;height:auto;border-radius:4px}\n#oc-redesign .gemacht .k2b-quelle{margin-top:10px;font-size:var(--fs-meta)}\n\/* Abschnitt Erlebnis (v2.3.1, 20.10.2026) *\/\n#oc-redesign .erlebnis{scroll-margin-top:76px}\n#oc-redesign .erlebnis h2{grid-column:1\/9}\n#oc-redesign .erlebnis .szenen{display:grid;grid-template-columns:repeat(3,1fr);gap:32px;margin-top:64px;border-top:1px solid var(--linie);padding-top:32px}\n#oc-redesign .erlebnis .etikett{font-size:var(--fs-meta);color:var(--hyper);font-weight:600;margin-bottom:12px}\n#oc-redesign .erlebnis .schluss-satz{margin-top:56px;max-width:840px;color:var(--navy)}\n#oc-redesign .erlebnis .stimmen{display:grid;grid-template-columns:repeat(3,1fr);gap:32px;margin-top:72px}\n#oc-redesign .erlebnis .stimmen .beleg{margin-top:0;max-width:none}\n#oc-redesign .erlebnis .zitat{color:var(--navy);font-weight:600;margin-top:0}\n#oc-redesign .erlebnis .quelle{font-size:var(--fs-meta)}\n@media (max-width:760px){#oc-redesign .erlebnis .szenen,#oc-redesign .erlebnis .stimmen{grid-template-columns:1fr;gap:28px}}\n<\/style>\n\n<!-- 1 Hero: eingefaerbtes Segelfoto als Grund, Punktfeld als Seekarte davor -->\n<section class=\"hero navy fotogrund fb\" style=\"background-image:url(https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/10\/OC_2026_hero-sprint_hand-legt-muenze_navy.avif);background-size:auto 75%;background-repeat:no-repeat;background-position:100% 0\">\n  <div class=\"wrap\">\n    <p class=\"ort\">Customer Insights Sprint<\/p>\n    <h1 class=\"display\"><span class=\"duenn\">Only your customers bring money in \u2013 and choose to spend it with you.<\/span> Why?<\/h1>\n    <p class=\"lead\">They want what you offer. Ask them what exactly for, why you, why now \u2013 and they\u2019ll struggle to say.<\/p>\n    <p class=\"lead\">And yet the answers are there, in the story of how they decided.<\/p>\n    <div class=\"cta\">\n      <a class=\"knopf\" href=\"#geschichte\">Where the answers are \u2193<\/a>\n      <a class=\"textlink leise\" href=\"https:\/\/cal.com\/peterrochel\/intro-call-with-peter-rochel-jtbd-project\">Book an intro call with Peter<\/a>\n    <\/div>\n  <\/div>\n  <div class=\"band\">\n    <div class=\"desk\"><img class=\"dots\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/09\/cis-9153-punktfeld-desktop-scaled.avif\" width=\"1440\" height=\"340\" alt=\"\" loading=\"lazy\" decoding=\"async\"><\/div>\n    <div class=\"mob\"><img class=\"dots\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/09\/cis-9153-punktfeld-mobil.avif\" width=\"390\" height=\"160\" alt=\"\" loading=\"lazy\" decoding=\"async\"><\/div>\n    <span class=\"marker m-l\">Assumption<\/span>\n    <span class=\"marker m-r\">Decision<\/span>\n  <\/div>\n<\/section>\n\n<!-- 2 Geschichte (neu, Ziel des Hero-Knopfs) -->\n<section class=\"abschnitt geschichte fb\" id=\"geschichte\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>Every decision tells a story.<\/h2><\/div>\n    <div class=\"raster\"><div class=\"text\">\n      <p class=\"lead\">Someone buys. Someone decides against it. Someone switches.<\/p>\n      <p class=\"body\">Put many stories together and a pattern emerges: the moment that triggers the decision, the words people use, the path to you \u2013 or away from you.<\/p>\n      <p class=\"body\">How much of what you build and say rests on that \u2013 and how much on assumption and luck? Christensen\u2019s antidote: \u2018Competing Against Luck\u2019.<\/p>\n      <p class=\"body\">Once you know the pattern, an assumption becomes a prediction you can test.<\/p>\n      <p class=\"body\">The sprint gathers these stories in interviews and puts the pattern to work: recommendations for product, business model or marketing, each with the evidence behind it.<\/p>\n      <p class=\"body\">For us, knowing why your customers decide is the most valuable thing a business can have \u2013 and it belongs to you alone, because it comes from your customers. What becomes possible when you build \u2013 and say \u2013 exactly what they recommend you for?<\/p>\n    <\/div><\/div>\n  <\/div>\n<\/section>\n\n<!-- 2b What others have made of it (EN v1.2) -->\n<section class=\"abschnitt gemacht fb\" id=\"gemacht\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>What others have made of it.<\/h2><\/div>\n    <figure class=\"k2b-band\"><img decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/10\/OC_2026_sprint_K2b_podcast_navy.avif\" alt=\"Two microphones on a dark table, blank cards and a small blue box between them, a hand on the right.\" width=\"1228\" height=\"818\" loading=\"lazy\"><figcaption class=\"k2b-quelle\"><a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/jtbd-nachhaltigkeits-marketing-yogamatten\/\">In 2020, the founder of Mantrafant talked on our podcast about his interviews with target customers.<\/a><\/figcaption><\/figure>\n    <div class=\"faelle\">\n      <div class=\"beleg\"><p class=\"kern\">A brand of its own<\/p><p>An IT services firm went on to build a cybersecurity unit with its own brand. \u2018[\u2026] I\u2019ve probably hired eight people.\u2019 \u2013 the COO on the growth, project 2021\/22.<\/p><p><a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-b2b-cybersecurity\/\">The case: IT services firm \u2192<\/a><\/p><\/div>\n      <div class=\"beleg\"><p class=\"kern\">5\u00d7 more sales<\/p><p>\u2013 reported for Mantrafant by the German business magazine impulse (April 2023), after new marketing copy, a trial guarantee and partnerships with yoga studios. It all started with four interviews that showed why customers threw out a mat.<\/p><p><a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/fivefold-increase-in-sales-with-the-jtbd-method-the-mantrafant-success-story\/\">The case: Mantrafant \u2192<\/a><\/p><\/div>\n    <\/div>\n    <p class=\"lead frage-jahr\">What story would you like to be telling a year from now?<\/p>\n  <\/div>\n<\/section>\n\n<!-- 3 Where are you (EN) -->\n<section class=\"abschnitt wo zwei fb\">\n  <div class=\"stroemung\"><div class=\"desk\"><svg id=\"anim-d\" class=\"anim\" viewBox=\"0 0 1440 220\" preserveAspectRatio=\"xMidYMid meet\" aria-hidden=\"true\"><style>#anim-d .k-maske{stroke-dasharray:1 1;stroke-dashoffset:0}@media (prefers-reduced-motion: no-preference){#anim-d .i0{animation:anim-d-d 34s linear infinite normal}#anim-d .i1{animation:anim-d-d 44s linear infinite reverse}#anim-d .i2{animation:anim-d-d 54s linear infinite normal}#anim-d .i3{animation:anim-d-d 64s linear infinite 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fill=\"none\" stroke=\"#2E5CDB\" stroke-width=\"1.5\"\/><circle cx=\"40\" cy=\"112\" r=\"5\" fill=\"#0F2C4A\"\/><\/svg><\/div><\/div>\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>Where are you right now?<\/h2><\/div>\n    <p class=\"fuer\">For product and innovation leads with a real decision on the table: what to build, what to cut, what to test.<\/p>\n    <nav class=\"sprung\" aria-label=\"Three starting points\">\n      <a href=\"#strang-1\"><span class=\"nr\">01<\/span><span class=\"lead\">Not selling as expected<\/span><span class=\"kurz\">You believe in your product \u2013 and yet a quiet doubt remains. The market isn\u2019t moving the way you planned.<\/span><span class=\"pf\">\u2193<\/span><\/a>\n      <a href=\"#strang-2\"><span class=\"nr\">02<\/span><span class=\"lead\">Improving the product with purpose<\/span><span class=\"kurz\">You have 80 ideas for the next generation. Right now, the loudest ones win.<\/span><span class=\"pf\">\u2193<\/span><\/a>\n      <a href=\"#strang-3\"><span class=\"nr\">03<\/span><span class=\"lead\">Testing a new market opportunity<\/span><span class=\"kurz\">Before any money flows, you want to know whether there\u2019s a problem out there that nobody solves well.<\/span><span class=\"pf\">\u2193<\/span><\/a>\n    <\/nav>\n  <\/div>\n<\/section>\n\n<!-- 4 Strang 1 -->\n<section class=\"abschnitt strang fb\" id=\"strang-1\">\n  <div class=\"wrap raster\">\n    <div class=\"kopfzeile\">\n      <p class=\"nr\">01 \u00b7 Why people buy \u2013 and why they don\u2019t<\/p>\n      <h2>You asked your customers. The reason wasn\u2019t among the answers.<\/h2>\n    <\/div>\n    <div class=\"links\">\n      <div class=\"amende\"><p>By the end, you know<\/p><p class=\"lead\">why some buy and others don\u2019t.<\/p><\/div>\n    <\/div>\n    <div class=\"rechts\">\n      <details class=\"mehr\">\n        <summary>More on this starting point<\/summary>\n        <div class=\"inhalt\">\n          <p>Your customers answer honestly. They just don\u2019t know the reason themselves. So the sprint reconstructs the decision \u2013 with those who bought and with those who didn\u2019t.<\/p>\n          <p class=\"fragen-titel\">Three questions the sprint answers<\/p>\n          <ol class=\"fragen\">\n            <li>Which needs does your product really meet \u2013 from the buyer\u2019s point of view?<\/li>\n            <li>Which messages meet real demand, and which fall flat?<\/li>\n            <li>What is stopping people from buying today?<\/li>\n          <\/ol>\n          <p>\u2018I have a product, I think it\u2019s good, and still it isn\u2019t selling as expected.\u2019 (translated from German) That\u2019s how this question reaches us. And whoever asks it has usually asked around already: the customers, the sales team, sometimes the ones who walked away. There were answers, too \u2013 the price, a feature, a colleague\u2019s recommendation. But that is rarely why someone actually bought.<\/p>\n          <p>Your customers want to help you, and they answer honestly. They just don\u2019t know the reason themselves, because nobody has a useful answer to \u2018Why did you buy that?\u2019 In other words, the reason lies in the decision, not in the answer. And the reason someone doesn\u2019t buy is almost never the one the company assumes.<\/p>\n          <p>And if you keep analysing things yourself, reading reviews, asking your sales team \u2013 by all means. Alongside that, the sprint delivers the conversations nobody has internally \u2013 because \u2018Why did you buy?\u2019 is the wrong question, and a badly run interview costs you a good contact.<\/p>\n          <p>And you know in advance what will happen if you change message X \u2013 because you know the reason the non-buyers are stuck on. That\u2019s no longer gut feeling. It\u2019s a prediction you can test: on your next landing page, in your next sales conversation. And what to change first in your positioning and messaging is spelled out too.<\/p>\n          <h3>If there\u2019s a date in the diary<\/h3>\n          <p>If the next campaign, budget round or trade fair is already in the diary, the sprint belongs before it. Otherwise, you\u2019re betting budget on an assumption again \u2013 and only find out afterwards whether it was right.<\/p>\n          <h3>From our work<\/h3>\n          <p>Take Mantrafant. The founder knew his mats were good \u2013 but not why target customers threw a mat out. Four in-depth interviews, then a switch to the real reason people bought. Afterwards, the founder said on our podcast, advertising costs fell to roughly a third for the same number of sales.<\/p>\n        <\/div>\n      <\/details>\n    <\/div>\n  <\/div>\n<\/section>\n\n<!-- 5 Strang 2 -->\n<section class=\"abschnitt strang fb\" id=\"strang-2\">\n  <div class=\"wrap raster\">\n    <div class=\"kopfzeile\">\n      <p class=\"nr\">02 \u00b7 Improving the product with purpose<\/p>\n      <h2>80 ideas. Which two meet real demand?<\/h2>\n    <\/div>\n    <div class=\"links\">\n      <figure aria-label=\"80 dots, two of them highlighted\"><svg class=\"ideen\" viewBox=\"0 0 300 240\" aria-hidden=\"true\"><circle cx=\"15\" cy=\"15\" r=\"5\" fill=\"#0F2C4A\" fill-opacity=\"0.16\"\/><circle cx=\"45\" cy=\"15\" r=\"5\" fill=\"#0F2C4A\" fill-opacity=\"0.16\"\/><circle cx=\"75\" cy=\"15\" r=\"5\" fill=\"#0F2C4A\" fill-opacity=\"0.16\"\/><circle cx=\"105\" cy=\"15\" r=\"5\" fill=\"#0F2C4A\" fill-opacity=\"0.16\"\/><circle cx=\"135\" cy=\"15\" r=\"5\" fill=\"#0F2C4A\" fill-opacity=\"0.16\"\/><circle cx=\"165\" cy=\"15\" r=\"5\" fill=\"#0F2C4A\" fill-opacity=\"0.16\"\/><circle cx=\"195\" cy=\"15\" r=\"5\" fill=\"#0F2C4A\" fill-opacity=\"0.16\"\/><circle cx=\"225\" cy=\"15\" r=\"5\" fill=\"#0F2C4A\" fill-opacity=\"0.16\"\/><circle cx=\"255\" cy=\"15\" r=\"5\" fill=\"#0F2C4A\" fill-opacity=\"0.16\"\/><circle cx=\"285\" cy=\"15\" r=\"5\" fill=\"#0F2C4A\" fill-opacity=\"0.16\"\/><circle cx=\"15\" 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cx=\"285\" cy=\"165\" r=\"5\" fill=\"#0F2C4A\" fill-opacity=\"0.16\"\/><circle cx=\"15\" cy=\"195\" r=\"5\" fill=\"#0F2C4A\" fill-opacity=\"0.16\"\/><circle cx=\"45\" cy=\"195\" r=\"5\" fill=\"#0F2C4A\" fill-opacity=\"0.16\"\/><circle cx=\"75\" cy=\"195\" r=\"5\" fill=\"#0F2C4A\" fill-opacity=\"0.16\"\/><circle cx=\"105\" cy=\"195\" r=\"5\" fill=\"#0F2C4A\" fill-opacity=\"0.16\"\/><circle cx=\"135\" cy=\"195\" r=\"5\" fill=\"#0F2C4A\" fill-opacity=\"0.16\"\/><circle cx=\"165\" cy=\"195\" r=\"5\" fill=\"#0F2C4A\" fill-opacity=\"0.16\"\/><circle cx=\"195\" cy=\"195\" r=\"5\" fill=\"#0F2C4A\" fill-opacity=\"0.16\"\/><circle cx=\"225\" cy=\"195\" r=\"5\" fill=\"#0F2C4A\" fill-opacity=\"0.16\"\/><circle cx=\"255\" cy=\"195\" r=\"5\" fill=\"#0F2C4A\" fill-opacity=\"0.16\"\/><circle cx=\"285\" cy=\"195\" r=\"5\" fill=\"#0F2C4A\" fill-opacity=\"0.16\"\/><circle cx=\"15\" cy=\"225\" r=\"5\" fill=\"#0F2C4A\" fill-opacity=\"0.16\"\/><circle cx=\"45\" cy=\"225\" r=\"5\" fill=\"#0F2C4A\" fill-opacity=\"0.16\"\/><circle cx=\"75\" cy=\"225\" r=\"5\" fill=\"#0F2C4A\" fill-opacity=\"0.16\"\/><circle cx=\"105\" cy=\"225\" r=\"5\" fill=\"#0F2C4A\" fill-opacity=\"0.16\"\/><circle cx=\"135\" cy=\"225\" r=\"5\" fill=\"#0F2C4A\" fill-opacity=\"0.16\"\/><circle cx=\"165\" cy=\"225\" r=\"5\" fill=\"#0F2C4A\" fill-opacity=\"0.16\"\/><circle cx=\"195\" cy=\"225\" r=\"5\" fill=\"#0F2C4A\" fill-opacity=\"0.16\"\/><circle cx=\"225\" cy=\"225\" r=\"5\" fill=\"#0F2C4A\" fill-opacity=\"0.16\"\/><circle cx=\"255\" cy=\"225\" r=\"5\" fill=\"#0F2C4A\" fill-opacity=\"0.16\"\/><circle cx=\"285\" cy=\"225\" r=\"5\" fill=\"#0F2C4A\" fill-opacity=\"0.16\"\/><\/svg><\/figure>\n      <div class=\"amende\"><p>By the end, you know<\/p><p class=\"lead\">which two of the 80 to build \u2013 and why those two.<\/p><\/div>\n      <p class=\"zumfall\"><a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-e-bike-buying-decision\/\">The case: e-bike (in German) \u2192<\/a><\/p>\n    <\/div>\n    <div class=\"rechts\">\n      <details class=\"mehr\">\n        <summary>More on this starting point<\/summary>\n        <div class=\"inhalt\">\n          <p>Right now, the loudest ideas in the room win. The sprint prioritises by what actually moved buyers in their decision.<\/p>\n          <p>The e-bike case: manufacturers optimise for battery, range and motor. What people bought was commitment, identity, relationship. <a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-e-bike-buying-decision\/\">Case study (in German)<\/a><\/p>\n          <p class=\"fragen-titel\">Three questions the sprint answers<\/p>\n          <ol class=\"fragen\">\n            <li>Which improvements do you make \u2013 because they\u2019re tied to a real reason to buy?<\/li>\n            <li>Which hypotheses do you test first, and with which experiment?<\/li>\n            <li>Which features probably won\u2019t meet any real demand and can come off the list with a clear conscience?<\/li>\n          <\/ol>\n          <p>\u2018We want to improve our product. We have maybe 80 ideas for the next generation. But we don\u2019t know which two of them will really create demand.\u2019 (translated from German) And you know what happens next: the loudest ideas in the room win. As one product manager put it in our interviews: \u2018We never got to the real pain point.\u2019 (translated from German)<\/p>\n          <p>So the sprint doesn\u2019t prioritise by volume, but by what actually moved buyers in their decision. Because building 80 features isn\u2019t product management. It\u2019s a very expensive wish list.<\/p>\n          <p>And if your team keeps prioritising the list itself, with scoring and feedback from sales \u2013 by all means. The sprint puts what actually tipped the buying decision alongside it.<\/p>\n          <p>By the end, you know which two of the 80 to build \u2013 and why exactly those will meet real demand: because they\u2019re tied to what tipped the buying decision. That\u2019s a prediction you can test before a year of development capacity is committed to it. Which to test first and which to cut is spelled out too \u2013 each with evidence, so the discussion in-house starts with the finding, not with the loudest opinion.<\/p>\n          <h3>If there\u2019s a date in the diary<\/h3>\n          <p>If the roadmap freeze or capacity planning has a date, the sprint belongs before it. Because after that, whatever was decided once gets built for a whole year. As one manager put it in our interviews: \u2018It sends a chill down my spine when I hear that in November we decide our development capacity for the year.\u2019 (translated from German)<\/p>\n          <h3>From our work<\/h3>\n          <p>Take our e-bike case. Manufacturers optimise for battery, range and motor. But what people bought was commitment, identity, relationship \u2013 the strongest triggers to buy weren\u2019t features, but situational tipping points.<\/p>\n        <\/div>\n      <\/details>\n    <\/div>\n  <\/div>\n<\/section>\n\n<!-- 6 Strang 3 -->\n<section class=\"abschnitt strang fb\" id=\"strang-3\">\n  <div class=\"wrap raster\">\n    <div class=\"kopfzeile\">\n      <p class=\"nr\">03 \u00b7 Testing a new market opportunity<\/p>\n      <h2>Real demand \u2013 or internal enthusiasm?<\/h2>\n    <\/div>\n    <div class=\"links\">\n      <div class=\"amende\"><p>By the end, you know:<\/p><p class=\"lead\">go or no-go, with evidence.<\/p><\/div>\n      <p class=\"zumfall\"><a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/btc-adoption-studie\/\">The case: Bitcoin adoption study (in German) \u2192<\/a><\/p>\n    <\/div>\n    <div class=\"rechts\">\n      <details class=\"mehr\">\n        <summary>More on this starting point<\/summary>\n        <div class=\"inhalt\">\n          <p>Plausibility feels like evidence, and it isn\u2019t. So the sprint goes to the people who have the problem today and reconstructs how they solve it and where they get stuck.<\/p>\n          <div class=\"beleg\"><p class=\"zahl\">1,200+<\/p><p>pieces of evidence from 35 adoption stories \u2013 Bitcoin Adoption Study DACH 2026, the same method as in the sprint. <a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/btc-adoption-studie\/\">The study (in German)<\/a><\/p><\/div>\n          <p class=\"fragen-titel\">Three questions the sprint answers<\/p>\n          <ol class=\"fragen\">\n            <li>Does the problem really exist, and who does it matter to?<\/li>\n            <li>How do people solve it today, and where do existing solutions fall short?<\/li>\n            <li>Does your idea meet real demand \u2013 or just internal enthusiasm?<\/li>\n          <\/ol>\n          <p>\u2018I have an idea. I think there\u2019s a big problem in the market that nobody solves well enough yet.\u2019 (translated from German) And before any money flows, you want to know whether the solution in your head meets real demand. Internally, the idea has long seemed plausible \u2013 otherwise you wouldn\u2019t be here.<\/p>\n          <p>And if you keep working with market figures, competitor analysis and conversations in your network \u2013 by all means. The sprint adds what the figures don\u2019t show: how people actually decided when they had the problem.<\/p>\n          <p>And if it\u2019s a go: which segment first, with which promise \u2013 and what is likely to happen when you put it to that segment that way. That is the first prediction you test before you build.<\/p>\n          <h3>Who the sprint talks to<\/h3>\n          <p>All your competitors are fighting over the customers who already buy. The bigger market often lies with those who don\u2019t buy anything like this yet and make do some other way.<\/p>\n          <p>That\u2019s why the sprint talks to those who already buy, those who make do another way, and those who have switched \u2013 in either direction.<\/p>\n          <p>And if you already have a product on the market: when someone brings you their money because, at that moment, your product is worth more to them than their money, it is incredibly valuable to find out why. All the more so if you never expected that buyer.<\/p>\n          <p>Suppose you knew why the very people you didn\u2019t expect are buying: who would you approach next?<\/p>\n          <h3>If there\u2019s a date in the diary<\/h3>\n          <p>If the investment decision, the board meeting or the shareholder round is in the diary, the finding is on the table before it. Because a documented no-go before the money is spent is the cheapest decision you\u2019ll make all year.<\/p>\n          <h3>From our work<\/h3>\n          <p>Take the Bitcoin Adoption Study DACH 2026 \u2013 a market with no solid in-depth research. 35 adoption stories, more than 1,200 pieces of evidence. Who buys, why, how people solve the problem today, where existing solutions fail. The same method as in the sprint, open for anyone to read (in German).<\/p>\n        <\/div>\n      <\/details>\n    <\/div>\n  <\/div>\n<\/section>\n\n<!-- 7 Results (EN) -->\n<section class=\"abschnitt ergebnis fb\">\n  <div class=\"wrap\">\n    <p class=\"lead uebergang\">From here on, the path is the same for all three.<\/p>\n    <div class=\"raster\"><h2>What you\u2019ll have in hand.<\/h2><\/div>\n    <div class=\"raster\"><p class=\"lead kurz\">Demand Navigator, evidence file and executive summary: everything you need to make the case for your decision internally, right up to the board.<\/p><\/div>\n    <details class=\"mehr\">\n      <summary>What exactly is included<\/summary>\n      <div class=\"inhalt\">\n        <p>Nobody books a sprint to get more slides. You want to know why your customers buy \u2013 and, before you act, what happens if you change your message, price or product.<\/p>\n        <div class=\"raster listen\">\n          <div class=\"l1\"><p class=\"liste-titel\">Findings \u2013 what we found<\/p><ul class=\"liste\">\n        <li><b>Demand Navigator \u2013 your demand overview:<\/b> reasons to buy, forces and triggers, in your customers\u2019 own words<\/li>\n        <li><b>Evidence file:<\/b> every statement carries a number, and behind it a person with a verbatim quote<\/li>\n        <li><b>Executive summary:<\/b> two pages for management or the board, ready to forward without you in the room<\/li>\n          <\/ul><\/div>\n          <div class=\"l2\"><p class=\"liste-titel\">Recommendations \u2013 what you do with them<\/p><ul class=\"liste\">\n        <li><b>Prioritised measures<\/b> for product, business model or marketing, each with the evidence behind it<\/li>\n        <li><b>Concrete hypotheses:<\/b> predictions derived from the reason to buy, testable<\/li>\n        <li><b>Designed business experiments:<\/b> one hypothesis, one metric, one stop criterion each<\/li>\n        <li><b>The order<\/b> of the next steps<\/li>\n          <\/ul><\/div>\n        <\/div>\n        <div class=\"raster formel\">\n          <p class=\"lead\">A hypothesis here means: if we change <b>X<\/b>, <b>Y<\/b> happens \u2013 because your customers buy for reason <b>Z<\/b>.<\/p>\n          <p class=\"body\">You can run the experiments and implement the measures yourself \u2013 or with us, through <a href=\"https:\/\/oberwasser-consulting.de\/en\/e2i-evidence-to-impact\/\">implementation support<\/a>.<\/p>\n          <details class=\"mehr\">\n            <summary>Hypothesis and business experiment in detail<\/summary>\n            <div class=\"inhalt\">\n              <p>I believe this is the part that makes the sprint worthwhile. A hypothesis here means: if we change X, Y happens \u2013 because your customers buy for reason Z. In other words, a prediction derived from the reason to buy that you can test before you invest heavily. A business experiment is the cheapest way to do that: one metric and a threshold at which you stop.<\/p>\n              <p>So the plan, hypotheses, experiments and sequence are included. Running the experiments and implementing the measures you can do yourself \u2013 or with us; that\u2019s what implementation support is for.<\/p>\n            <\/div>\n          <\/details>\n        <\/div>\n      <\/div>\n    <\/details>\n  <\/div>\n<\/section>\n\n<!-- 8 Approach (EN) -->\n<section class=\"vorgehen navy fotogrund fb\" style=\"background-image:url(https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/09\/cis-9153-vorgehen-segel.avif)\">\n  <div class=\"wrap\">\n    <p class=\"ort\">JTBD interviews, conducted and analysed for you<\/p>\n    <h2>Three steps, usually two to six weeks from the first interview.<\/h2>\n    <ol class=\"schritte\">\n      <li><b>01 Hypotheses &amp; setup<\/b>Sharpen the decision question, choose interviewees deliberately. Your effort: one day with the core team.<\/li>\n      <li><b>02 Research<\/b>In-depth interviews with buyers and non-buyers. You listen in live.<\/li>\n      <li><b>03 Synthesis &amp; decision<\/b>Patterns, reasons to buy, recommendations. Then you decide.<\/li>\n    <\/ol>\n    <div class=\"eckdaten\">\n      <div><p class=\"zahl-m\">2\u20136<\/p><p class=\"u\">weeks from the first interview<\/p><\/div>\n      <div><p class=\"zahl-m\">6\u20138<\/p><p class=\"u\">sprints a year, depending on complexity<\/p><\/div>\n      <div><p class=\"zahl-m\">Fixed scope<\/p><p class=\"u\">no day rates<\/p><\/div>\n      <div><p class=\"zahl-m\">700+<\/p><p class=\"u\">projects since 2006<\/p><\/div>\n    <\/div>\n    <details class=\"mehr\">\n      <summary>How it works in detail<\/summary>\n      <div class=\"inhalt schritte-detail\">\n        <p><b>01 Hypotheses &amp; setup<\/b>We sharpen your decision question and define the customer group (segment). We clarify which characteristics really shape the purchase and which are merely incidental, and use that to decide who we talk to \u2013 from enthusiastic buyers to switchers to those who only narrowly decided against. Then we write down what you believe today \u2013 those are the first hypotheses. Your effort: one day with the core team.<\/p>\n        <p><b>02 Research<\/b>In-depth interviews with real buyers and non-buyers. We handle recruiting and run the interviews, because that is where most time gets lost. And you listen in live. Interview technique grounded in investigative interviewing research.<\/p>\n        <p><b>03 Synthesis &amp; decision<\/b>We condense the patterns, prioritise the reasons to buy and derive the recommendations. Then we sit down together, and you decide.<\/p>\n        <p><b>2\u20136 weeks:<\/b> how fast it goes depends mainly on how quickly interviewees are found and scheduled. Ideally, the interviews run back to back over one to two weeks.<\/p>\n        <p><b>700+:<\/b> projects since 2006, with Jobs to be Done.<\/p>\n      <\/div>\n    <\/details>\n  <\/div>\n<\/section>\n\n<!-- 8b Experience (EN) -->\n<section class=\"abschnitt erlebnis2 fb\" id=\"erlebnis\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>A shared experience, full of insight.<\/h2><\/div>\n    <ol class=\"e-weg\">\n      <li><p class=\"etikett\">In the interview<\/p><p class=\"body\">A sentence nobody saw coming.<\/p><\/li>\n      <li><p class=\"etikett\">In the analysis<\/p><p class=\"body\">The pattern clicks into place: where things stick, why something works.<\/p><\/li>\n      <li><p class=\"etikett\">After the sprint<\/p><p class=\"body\">Your team often speaks in your customers\u2019 words.<\/p><\/li>\n    <\/ol>\n    <p class=\"lead schluss-satz\">Inspiring, in-depth work. And we experience it together with you.<\/p>\n  <\/div>\n  <div class=\"e-band navy fb\">\n    <div class=\"e-foto\"><img decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/04\/Jobs-to-be-Done-Workshop-mit-Peter-Rochel.webp\" alt=\"Workshop: a team working at tables and at walls covered in sticky notes.\" loading=\"lazy\"><\/div>\n    <figure class=\"e-zitat\">\n      <span class=\"gz\" aria-hidden=\"true\">\u201c<\/span>\n      <blockquote><p>\u2018What was another aha moment for me was understanding, for one thing, that other people think completely differently from me, or from us in our small team.\u2019 (translated from German)<\/p><\/blockquote>\n      <figcaption>Stefan H\u00fcck, founder of Mantrafant, on our podcast about his interviews with target customers (October 2020) \u00b7 <a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/jtbd-nachhaltigkeits-marketing-yogamatten\/\">Listen to the conversation (in German) \u2192<\/a><\/figcaption>\n    <\/figure>\n  <\/div>\n  <div class=\"wrap\">\n    <details class=\"mehr e-mehr\"><summary>More voices<\/summary><div class=\"inhalt\">\n      <p class=\"zit\">\u2018I always thought a yoga mat \u2013 what matters is that it cushions well, that it\u2019s non-slip [\u2026] But then to get insights like that, that many people really charge a yoga mat with their emotions [\u2026]\u2019 (translated from German)<\/p>\n      <p class=\"e-quelle\">Stefan H\u00fcck, founder of Mantrafant, on our podcast about his interviews with target customers (October 2020) \u00b7 <a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/jtbd-nachhaltigkeits-marketing-yogamatten\/\">Listen to the conversation (in German) \u2192<\/a><\/p>\n      <p class=\"zit\">\u2018It\u2019s a huge difference between selling and letting buy. I want to let them buy instead of trying to sell something. [\u2026] And I have learned that staff also don\u2019t like having to sell something. They love to let buy.\u2019<\/p>\n      <p class=\"e-quelle\">The COO of an Australian IT services firm, project 2021\/22 \u00b7 <a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-b2b-cybersecurity\/\">Read the case study \u2192<\/a><\/p>\n    <\/div><\/details>\n  <\/div>\n<\/section>\n\n<!-- 8c Why us (EN) -->\n<section class=\"warum fb\">\n  <div class=\"w-bild\"><img decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/10\/OC_2026_Peter-Rochel_Stuhl_navy_band_2560x854.avif\" alt=\"Peter Rochel in a meeting room\" loading=\"lazy\"><\/div>\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>Why us.<\/h2><\/div>\n    <ol class=\"w-liste\">\n      <li><span class=\"w-nr\">01<\/span><span>Interview technique grounded in investigative interviewing research.<\/span><\/li>\n      <li><span class=\"w-nr\">02<\/span><span>Interviewees selected using a method from engineers\u2019 design of experiments.<\/span><\/li>\n      <li><span class=\"w-nr\">03<\/span><span>Every statement evidenced, with a person and a verbatim quote.<\/span><\/li>\n    <\/ol>\n  <\/div>\n<\/section>\n\n<!-- 9 Objections (EN) -->\n<section class=\"abschnitt einwand fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>What\u2019s probably holding you back.<\/h2><\/div>\n    <div class=\"einwaende ew-akk\">\n      <details class=\"mehr\"><summary>\u2018In the end, this will only confirm what we already believe.\u2019<\/summary><div class=\"inhalt\"><p>Confirmation only counts as a result once we have seriously tried to disprove it. And changing nothing can be a result too \u2013 even if it means no follow-on work for us.<\/p><p>We test your hypotheses against real reconstructions of decisions, not against opinions. And if a hypothesis survives the attempt to disprove it, that is exactly what the executive summary says: the product holds up, here is the evidence \u2013 and here is what you can predict as a result.<\/p><\/div><\/details>\n      <details class=\"mehr\"><summary>\u2018I don\u2019t want to burn any contacts.\u2019<\/summary><div class=\"inhalt\"><p>We handle recruiting and run the conversations; you listen in live. Your customers tell the story of their own decision \u2013 this isn\u2019t a sales call.<\/p><p>You won\u2019t \u2013 because your customers aren\u2019t in a sales conversation; they\u2019re telling the story of their own decision. We take care of recruiting and the conversations entirely, and you listen in live.<\/p><\/div><\/details>\n      <details class=\"mehr\"><summary>\u2018Is such a small sample really enough?\u2019<\/summary><div class=\"inhalt\"><p>We choose interviewees deliberately: enthusiastic buyers, near misses, switchers and the middle ground in between, depending on which characteristics really shape the purchase and which are merely incidental. Usually, after eight to twelve conversations per customer group, it becomes clear which reasons keep recurring. If a blind spot remains, we hold further conversations.<\/p><p>Yes, if it\u2019s properly composed. Traditional market research usually asks many people what they think or intend to do. We talk to a few carefully selected people and reconstruct their real decision. For us, that is the gold standard. We decide who to select using a method from engineers\u2019 design of experiments: instead of testing every combination one by one, a small, deliberately chosen group covers the important differences. It was developed by Genichi Taguchi; Bob Moesta, one of the architects of Jobs to be Done and a student of his, describes it in \u2018Learning to Build\u2019. We apply it to selecting interviewees: first we clarify with you which characteristics really shape the purchase and which are merely incidental \u2013 such as age, region or buying behaviour. Then come the edges \u2013 who bought enthusiastically, who switched, who narrowly decided against \u2013 and the middle. As a rule, it\u2019s eight to twelve per customer group; the exact number follows from the selection. Figures show what happens; these conversations show why. Where something is still missing, we hold further conversations.<\/p><\/div><\/details>\n      <details class=\"mehr\"><summary>\u2018Can you research a market that doesn\u2019t speak my language?\u2019<\/summary><div class=\"inhalt\"><p>Yes. We work in English, German and Spanish, in any direction: interviews in one language, results in another \u2013 whichever your team needs. Research in Spain for a German team, say, or in Germany for an English-speaking one.<\/p><\/div><\/details>\n    <\/div>\n  <\/div>\n<\/section>\n\n<!-- 10 Purchase (EN, id anfragen) -->\n<section class=\"preis2 fb\" id=\"anfragen\">\n  <div class=\"wert navy fb\">\n    <div class=\"wrap\">\n      <p class=\"ort\">Imagine that a year from now, someone on a stage asks you how you already knew back then what your customers really wanted. What is that answer worth to you?<\/p>\n      <p class=\"nuechtern\">And the hard numbers:<\/p>\n      <p class=\"wertzahl\">\u20ac300,000\u2013<wbr>400,000<\/p>\n      <p class=\"lead wert-satz\">That is how much one executive we interviewed keeps losing for as long as nobody knows whether the product will hold up.<\/p>\n      <div class=\"skala\" role=\"img\" aria-label=\"Size comparison: \u20ac300,000 to \u20ac400,000 against a sprint from \u20ac16,500\">\n        <div class=\"zeile\"><span class=\"sk-l\">What keeps draining away<\/span><span class=\"sk-bahn\"><span class=\"sk-wert\"><\/span><span class=\"sk-spanne\"><\/span><\/span><span class=\"sk-z\">\u20ac300,000\u2013400,000<\/span><\/div>\n        <div class=\"zeile\"><span class=\"sk-l\">Sprint<\/span><span class=\"sk-bahn\"><span class=\"sk-preis\"><\/span><\/span><span class=\"sk-z\">from \u20ac16,500<\/span><\/div>\n      <\/div>\n      <details class=\"mehr\">\n        <summary>The counter-calculation in full<\/summary>\n        <div class=\"inhalt\">\n          <p>Now do the maths: what is a product decision worth to you that you won\u2019t have to reverse in six months\u2019 time? One executive we interviewed put a figure on it: \u20ac300,000 to \u20ac400,000 that keep draining away for as long as nobody knows whether the product holds up. So the sprint pays for itself the first time, if a single decision like that is worth more to you than your investment in the sprint.<\/p>\n          <p><a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/jtbd-return-on-investment-roce-unternehmenswert\/\">You can work out whether that holds for you (in German) \u2192<\/a><\/p>\n        <\/div>\n      <\/details>\n      <p class=\"lead kunststoff\">A plastics manufacturer told us that an injection mould for a product nobody ends up needing costs him around \u20ac150,000 on its own. Get it wrong three times and that\u2019s \u20ac450,000. A sprint starts at less than a tenth of that.<\/p>\n      <p>And what does a wrong decision of this kind cost you?<\/p>\n    <\/div>\n  <\/div>\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>Three ways to use the sprint.<\/h2><\/div>\n    <p class=\"untertitel\">The amounts are minimum budgets: fixed scope, no day rates.<\/p>\n    <div class=\"wege2\">\n      <div class=\"weg2\"><p class=\"preisz\"><span class=\"ab\">from<\/span>\u20ac16,500<span class=\"netto\">net<\/span><\/p><p class=\"name\">Sprint \u00b7 one customer group<\/p><p class=\"was\">Findings and recommendations as above, usually two to six weeks from the first interview.<\/p><\/div>\n      <div class=\"weg2\"><p class=\"preisz\"><span class=\"ab\">from<\/span>\u20ac33,250<span class=\"netto\">net<\/span><\/p><p class=\"name\">Option B \u00b7 two customer groups, one Demand Navigator each<\/p><p class=\"was\">If your decision involves two customer groups \u2013 in B2B, typically buyers and users. Usually four to six weeks from the first interview.<\/p><\/div>\n      <div class=\"weg2\"><p class=\"preisz\"><span class=\"ab\">from<\/span>\u20ac37,750<span class=\"netto\">net<\/span><\/p><p class=\"name\">Option C \u00b7 Sprint with an action-planning workshop<\/p><p class=\"was\">Everything in Option B \u2013 plus your team turns the evidence into an action plan, with us in the room.<\/p><\/div>\n    <\/div>\n    <details class=\"mehr schwelle\"><summary>\u2018I can\u2019t get anything over \u20ac25,000 signed off.\u2019<\/summary><div class=\"inhalt\"><p>The sprint starts at \u20ac16,500 net, below that threshold \u2013 fixed scope, no day rates. You can pass the executive summary straight to management or the board.<\/p><p>With the counter-calculation: what does another quarter of development on unvalidated hypotheses cost? Many companies treat \u20ac25,000 as the threshold for a second round of approval \u2013 the sprint is below it. And the executive summary is built so that you can pass it straight to management or the board.<\/p><\/div><\/details>\n    <div class=\"person\">\n      <div class=\"p-foto\"><img decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/10\/OC_2026_Peter-Rochel_Stuhl_navy_portrait_683x854.avif\" alt=\"Peter Rochel, portrait\" loading=\"lazy\"><\/div>\n      <div class=\"p-text\">\n        <p class=\"p-frage\">Does your question come with a deadline?<\/p>\n        <p class=\"lead\">Then the sprint belongs before it. We run six to eight sprints a year, depending on complexity, so it pays to start early.<\/p>\n        <div class=\"cta\"><a class=\"knopf\" href=\"https:\/\/cal.com\/peterrochel\/intro-call-with-peter-rochel-jtbd-project\">Book an intro call with Peter<\/a><span class=\"leise3\">30 minutes<\/span><\/div>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n<!-- 11 Close (EN) -->\n<section class=\"schlussteil navy fb\">\n  <div class=\"wrap\">\n    <div class=\"schluss-eins\">\n      <p class=\"lead\">No deadline in sight yet? Then start smaller: in four working days, for \u20ac1,900 net, the Positioning Assessment checks whether your market names you when it asks AI.<\/p>\n      <div class=\"cta\"><a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/positioning-assessment\/\">To the Positioning Assessment \u2192<\/a><\/div>\n      <details class=\"mehr\">\n        <summary>A first step without a call<\/summary>\n        <div class=\"inhalt\">\n          <p>The Positioning Assessment answers a different question \u2013 whether your market names you when it asks AI. A self-contained project that lets you see how we work before you decide on the sprint.<\/p>\n        <\/div>\n      <\/details>\n      <div class=\"audit-offen\">\n            <h3>Start with the free Mismatch Audit.<\/h3>\n            <p>40 questions to put to your own company \u2013 there are five points where good products lose their buyers. The finding comes from your answers, documented, no call needed. The audit is currently in German.<\/p>\n            \n\n\n<div id=\"kt-optin-form_huihn7aa\" class=\"kt-optin-wrap kt-strict-mode kt-form-id-form_huihn7aa kt-with-border kt-with-shadow kt-with-background kt-input-style-standard kt-theme-clean kt-theme-preset-system kt-flat-fields\" style=\"--kt-primary:#ffffff;--kt-border:#d6dfeb;--kt-text:#111827;--kt-btn-bg:#0b57d0;--kt-btn-text:#ffffff;--kt-input-bg:#ffffff;--kt-input-text:#111827;--kt-placeholder:#9ca3af;\" data-form-id=\"form_huihn7aa\" data-form-instance=\"form_huihn7aa\"><h3 class=\"kt-optin-title\">Hol dir das Mismatch-Audit \u2013 kostenlos<\/h3><div class=\"kt-optin-desc\">40 Diagnose-Fragen entlang von f\u00fcnf Stellen, an denen gute Produkte ihre K\u00e4ufer verlieren. Du bekommst einen dokumentierten Befund, den du intern weiterreichen kannst \u2013 ganz ohne Gespr\u00e4ch mit uns. Trag dich ein, best\u00e4tige kurz deine E-Mail-Adresse, und das PDF ist sofort unterwegs.<\/div><form class=\"kt-optin-form\" method=\"post\" novalidate data-gdpr-error-message=\"Bitte stimme der Datenschutzerkl\u00e4rung zu.\"><input type=\"hidden\" name=\"kt_form_id\" value=\"form_huihn7aa\" \/><input type=\"hidden\" name=\"kt_idempotency_key\" value=\"\" \/><input type=\"hidden\" name=\"kt_started\" value=\"1794444885862\" \/><input\n                    type=\"text\"\n                    name=\"kt_hp\"\n                    value=\"\"\n                    tabindex=\"-1\"\n                    autocomplete=\"new-password\"\n                    aria-hidden=\"true\"\n                    style=\"display:none!important;visibility:hidden!important;position:absolute!important;left:-9999px!important;width:1px!important;height:1px!important;opacity:0!important;pointer-events:none!important;\"\n                \/><div class=\"kt-optin-fields\"><div class=\"kt-field-group\"><label class=\"kt-field-label\" for=\"kt-field-form_huihn7aa-fieldfirstname\">Vorname *<\/label><input\n                                    id=\"kt-field-form_huihn7aa-fieldfirstname\"\n                                    class=\"kt-input\"\n                                    type=\"text\"\n                                    name=\"kt_field_fieldfirstname\"\n                                    placeholder=\"Vorname\"\n                                    value=\"\"\n                                                                        required                                                                                                                                            \/><\/div><div class=\"kt-field-group\"><label class=\"kt-field-label\" for=\"kt-field-form_huihn7aa-email\">E-Mail-Adresse *<\/label><input\n                                    id=\"kt-field-form_huihn7aa-email\"\n                                    class=\"kt-input\"\n                                    type=\"email\"\n                                    name=\"kt_field_email\"\n                                    placeholder=\"E-Mail-Adresse\"\n                                    value=\"\"\n                                                                        required                                    data-kt-email-field=\"1\"                                                                                                        \/><\/div><\/div><div class=\"kt-privacy-text\">Wir nutzen deine Angaben ausschlie\u00dflich f\u00fcr den Versand des Mismatch-Audits und gelegentliche fachliche Impulse. Keine Weitergabe an Dritte. Abmeldung jederzeit \u00fcber den Link in jeder E-Mail. Mehr dazu in unserer <a href=\"https:\/\/oberwasser-consulting.de\/datenschutz\/\">Datenschutzerkl\u00e4rung<\/a>.<\/div><div class=\"kt-gdpr-group\"><label class=\"kt-gdpr-label\"><input type=\"checkbox\" name=\"kt_gdpr\" value=\"1\" required \/><div class=\"kt-gdpr-text\">\n                                Ja, schick mir das Mismatch-Audit. Ich bin einverstanden, dass Oberwasser Consulting mir das PDF und vereinzelt weitere fachliche Impulse zum Thema Kundenforschung per E-Mail zusendet. Meine Daten werden gem\u00e4\u00df der <a href=\"https:\/\/oberwasser-consulting.de\/datenschutz\/\">Datenschutzerkl\u00e4rung<\/a> verarbeitet. Ich kann mich jederzeit mit einem Klick\r\nwieder abmelden.                            <\/div><\/label><\/div><div class=\"kt-submit-group\"><button type=\"submit\" class=\"kt-submit-btn\"><span class=\"kt-btn-text\">Absenden<\/span><span class=\"kt-btn-loading\" style=\"display:none;\">Sending...<\/span><\/button><\/div><div class=\"kt-optin-message\" style=\"display:none;\"><\/div><\/form><\/div>\n\n\n\n\n            <p>Not ready yet? Then start by reading along: <a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/oc-radar\/\">The OC Radar (in German) \u2192<\/a><\/p>\n      <\/div>\n    <\/div>\n    <p class=\"signatur\"><b>Listening is the most underrated form of customer care.<\/b> \u2013 Peter Rochel \u00b7 Oberwasser Consulting<\/p>\n  <\/div>\n<\/section>\n\n<\/div>\n\n\n\n<script type=\"application\/ld+json\">{\"@context\": \"https:\/\/schema.org\", \"@type\": \"FAQPage\", \"@id\": \"https:\/\/oberwasser-consulting.de\/en\/customer-insights-sprint\/#faq\", \"inLanguage\": \"en\", \"mainEntity\": [{\"@type\": \"Question\", \"name\": \"In the end, this will only confirm what we already believe.\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"Confirmation only counts as a result once we have seriously tried to disprove it. And changing nothing can be a result too \u2013 even if it means no follow-on work for us. We test your hypotheses against real reconstructions of decisions, not against opinions. And if a hypothesis survives the attempt to disprove it, that is exactly what the executive summary says: the product holds up, here is the evidence \u2013 and here is what you can predict as a result.\"}}, {\"@type\": \"Question\", \"name\": \"I don\u2019t want to burn any contacts.\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"We handle recruiting and run the conversations; you listen in live. Your customers tell the story of their own decision \u2013 this isn\u2019t a sales call. You won\u2019t \u2013 because your customers aren\u2019t in a sales conversation; they\u2019re telling the story of their own decision. We take care of recruiting and the conversations entirely, and you listen in live.\"}}, {\"@type\": \"Question\", \"name\": \"Is such a small sample really enough?\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"We choose interviewees deliberately: enthusiastic buyers, near misses, switchers and the middle ground in between, depending on which characteristics really shape the purchase and which are merely incidental. Usually, after eight to twelve conversations per customer group, it becomes clear which reasons keep recurring. If a blind spot remains, we hold further conversations. Yes, if it\u2019s properly composed. Traditional market research usually asks many people what they think or intend to do. We talk to a few carefully selected people and reconstruct their real decision. For us, that is the gold standard. We decide who to select using a method from engineers\u2019 design of experiments: instead of testing every combination one by one, a small, deliberately chosen group covers the important differences. It was developed by Genichi Taguchi; Bob Moesta, one of the architects of Jobs to be Done and a student of his, describes it in \u2018Learning to Build\u2019. We apply it to selecting interviewees: first we clarify with you which characteristics really shape the purchase and which are merely incidental \u2013 such as age, region or buying behaviour. Then come the edges \u2013 who bought enthusiastically, who switched, who narrowly decided against \u2013 and the middle. As a rule, it\u2019s eight to twelve per customer group; the exact number follows from the selection. Figures show what happens; these conversations show why. Where something is still missing, we hold further conversations.\"}}, {\"@type\": \"Question\", \"name\": \"Can you research a market that doesn\u2019t speak my language?\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"Yes. We work in English, German and Spanish, in any direction: interviews in one language, results in another \u2013 whichever your team needs. Research in Spain for a German team, say, or in Germany for an English-speaking one.\"}}, {\"@type\": \"Question\", \"name\": \"I can\u2019t get anything over \u20ac25,000 signed off.\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"The sprint starts at \u20ac16,500 net, below that threshold \u2013 fixed scope, no day rates. You can pass the executive summary straight to management or the board. With the counter-calculation: what does another quarter of development on unvalidated hypotheses cost? Many companies treat \u20ac25,000 as the threshold for a second round of approval \u2013 the sprint is below it. And the executive summary is built so that you can pass it straight to management or the board.\"}}]}<\/script>\n\n","protected":false},"excerpt":{"rendered":"<p>Customer Insights Sprint Only your customers bring money in \u2013 and choose to spend it with you. Why? They want what you offer. Ask them what exactly for, why you, why now \u2013 and they\u2019ll struggle to say. And yet the answers are there, in the story of how they decided. Where the answers are [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":10695,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_yoast_wpseo_title":"Customer Insights Sprint: Why customers buy \u2013 or don\u2019t","_yoast_wpseo_metadesc":"Why do customers buy \u2013 or walk away? 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