Sana Okafor

Faster research cycles and lower costs are replacing expensive agency models.

Synthetic data works for concept testing but fails on pricing and behavioral predictions.

Different study types demand different sample sizes, from five to hundreds.

Early research catches problems for thousands in fixes instead of millions in customer churn.

Listening to users between releases prevents decisions made on intuition instead of evidence.

Rebuild your ICP's hidden layers when entering new markets, not just the firmographics.