ICP & Audience Research
You know who buys. The site doesn't.
Most founders can tell you exactly who buys. What's harder to know is what those people worry about before they buy, what they type into a search bar or ask ChatGPT late in the evening, and what they need to see before they'll trust an unfamiliar company. Sites built without that knowledge end up answering questions nobody was asking. This research finds out, so the site can answer the real ones.
What is ICP and audience research?
ICP research defines the ideal customer profile: the company type, stage, role and situation most likely to buy and to succeed with you. Audience research goes a level deeper, into what those people worry about, what they search for, and what they need to see before they trust you. Together they tell a website who to talk to and what to say first.
How we work
We talk to your best customers and the salespeople who won them, read the objections recorded in your CRM, and look at what buyers in your category actually ask search engines and AI assistants. The output is deliberately short: two or three buyer definitions, each with the questions that buyer arrives holding and the proof they need before they'll act.
Case study: Adfin
Adfin's buyers pulled in three directions: small businesses wanted mission, mid-market wanted reassurance about AI, investors wanted the agentic story. Research into what each actually worried about produced one framing that held for all three, and the site was structured around it before design began.
- To launch
- 8 weeks
- Unique page designs
- ~30
What's included
The research covers customer and sales interviews, a CRM objection review, search and answer-engine query research, and a written ICP with the questions each buyer type needs answered. It feeds directly into positioning and information architecture, and it's part of Discovery.
Outcomes
A site that speaks to the buyer who matters in their own language, and that ranks and gets cited for the questions those buyers actually ask. Fewer unqualified enquiries, and more of the right ones.