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RESEARCH PLAYBOOK

Customer research

Reads your reviews, calls, forms and lost-job notes to find the exact words buyers use and what makes them choose or leave. Use it before you write copy, change an offer or work out why you lose jobs.

ResearchVersion 1.0.16 steps

What it fixes

Your best copy is already in your customers' mouths. Owners tend to describe the work in trade terms, while buyers describe a problem in their own words. We read reviews, call transcripts, CRM notes and lost-job reasons, group them into themes and hand you a phrase bank. Names, phones and addresses are removed. The result feeds your pages, ads, texts and offers, and we judge it later by booked estimates.

What the research says

  1. 97%

    97% of consumers read reviews for local businesses, so reviews are where your buyers' own words already live.

    BrightLocal, Local Consumer Review Survey (2026)
  2. 72%

    72% of homeowners would pay up to 10% more for a contractor with a better customer service reputation.

    Housecall Pro (via Contractor Magazine), Homeowners Prioritize Experience Over Price Alone, New Housecall Pro Study Finds (2025)
  3. 58.3%

    58.3% of heating and cooling shoppers said the contractor they chose felt trustworthy, a top reason for the choice.

    Mantel, Homeowner Shopping Attitudes Report (2025)

What's inside

  1. 01

    Choose the decision the research must support

  2. 02

    Read reviews, calls, CRM notes and lost-job reasons

  3. 03

    Strip names, phones and addresses

  4. 04

    Group what you find into themes with counts

  5. 05

    Build a phrase bank: words to use and avoid

  6. 06

    List what is still unknown and how to learn it

See it in action

You ask
We lose a lot of estimates to cheaper bids in our San Diego bathroom business. Why do people choose us, and why do they walk away?
The playbook delivers

Summary: the decision supported, the sources read, the count and the date range. A themes table shows why customers choose you and the doubts they raise, each with three anonymous quotes. The language bank lists phrases to use and phrases to avoid. Gaps: what the sources could not answer, such as why some quotes go silent, and the cheapest way to find out.

At $10M and up

How it runs in a larger operation

A larger company has thousands of calls, reviews and lost quotes that nobody reads. We turn them into themes by market and service, in the customer's own words. Leadership sees why people choose you and why they leave, with the one change it points to.

  • Calls, reviews and lost quotes read as one record
  • Themes split by market and service
  • Findings feed offers, pages and scripts
Talk to us about running it at scale

For executives Team Skill Upgrade

Put our playbooks inside the AI your team already uses.

Three of the playbooks we run for service businesses, written so your team can paste them into ChatGPT, Claude, Gemini or Copilot and use them the same afternoon. Free for owners and operators.

  1. 15 minSetup, inside the AI tools your team already pays for. No new software.
  2. 3Playbooks: speed to lead, landing page conversion and review generation.
  3. 1 ruleEvery result counts in your CRM, and a person approves what goes out.

Get the Team Skill Upgrade

Three playbooks, one email, setup in 15 minutes.

Includes an optional 20-minute call to install one playbook with your team. One email with the pack, then occasional notes from Timur. Unsubscribe any time. Privacy.

Works with the AI tools your team already uses

  • ChatGPT
  • Claude
  • Gemini
  • Copilot
  • Perplexity
  • Grok
  • Meta AI
  • Le Chat

ChatGPT, Claude, Gemini, Copilot, Perplexity, Grok, Meta AI and Le Chat are trademarks of their owners. The playbooks work with them. No endorsement is implied.

Questions owners ask

Do you need call recordings?

No. Reviews, forms and CRM notes are enough to start.

Will customers be identified?

No. Every quote is anonymous.

How is the research used?

It goes into your client file, so every page, ad and text uses your customers' words.

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