Catalog

Top 5 unmet needs (67 interviews)

1. Onboarding takes too long — 41 customers
   "I gave up before my first usable result." (I-12) · "Two evenings to set up something I wanted to try in ten minutes." (I-38)
   Trigger: trying the product between meetings, on a phone.
2. Sharing with the team is friction — 33
   "I ended up screenshotting the dashboard into Slack." (I-05)
3. Integration with the existing stack — 29
4. Pricing surprise in month two — 24
5. Progress does not sync between devices — 18

Early signals
- Offline mode — I-12, I-38, I-51: "I'd pay for it to just work on the train." Unprompted in three separate interviews; not noise.
- Public API — I-22 only.

Contradictions
- 14 customers want fewer notifications; 9 want a daily nudge. Both groups are under 30 days in.

Say vs. want
- Say: "more features." Want, from behaviour: the three they already use to be faster. (I-07, I-44)

Follow-ups for next round
1. "What did you expect to have working within ten minutes?"
2. "Who else looks at this, and how do they see it today?"

Ranked causes

1. Creative launch pushed spend into a worse-converting audience (fit: HIGH)
Mechanism: three new creatives entered learning Monday; Meta over-delivers early impressions to cheap, low-intent placements.
Supports: spike begins the same day; recovery by Sunday matches a 5–7 day learning window.
Contradicts: nothing in the inputs — but you have not split CAC by creative yet.

2. Competitor promo raised auction prices Tue–Thu (fit: MEDIUM)
Supports: Tuesday start; CPM data would show it.
Contradicts: the spike started Monday, a day before the promo.

3. +30% budget scale on the top campaign reset learning (fit: MEDIUM-LOW)
Supports: scaling same day. Contradicts: a 30% step rarely resets learning on its own.

Next data cut: CAC and CPM by creative, by day, Mon–Sun. If the three new creatives carry a CAC over $90 on Mon–Wed while legacy creatives stay near $48, cause 1 is confirmed.

Not considered: a tracking gap — check whether the pixel fired normally Mon–Wed before trusting any of this.
Do not: pause the new creatives today. You would destroy the data that tells you which of them is fine.