I'm writing a short book on the art of the customer interview - join the waitlist.
Where psychology meets user research
Users drive your growth.
Find out what drives them.
I’m Hannah, former psychotherapist with 15 years experience as a Consumer Psychology Researcher. I don't just study your users - I get closer to them than any AI can.
Trusted by product and marketing teams at:
The Problem
The teams I work with want to make big bets - but are missing the user insight to back them.
"We have positioning hypotheses but no idea why users choose us."
"We know customers are churning but don't have a good pulse on why."
"We're making product bets but we're not sure what users value in our product."
The problem isn't a lack of data - most teams have plenty of it: NPS scores, analytics, behavioural models, CSAT scores. But none of it tells you why your customers behave the way they do.
THE shift
That's why I built this framework - to show teams exactly what kind of data they're missing.
Most teams are sitting on Levels 1 to 3 - what users say, think, and do. Which is useful - but incomplete. Level 4 is the why behind the behaviour. It's the hardest to reach and the most valuable thing you can know about your customer.
Level 4 is where real customer understanding lives. It's the difference between hoping a bet will work and having the clarity and confidence to invest big. The trouble is, Level 4 is hard to reach.
THE solution
I help teams get to Level 4 - the holy grail of customer understanding.
My work focuses on three areas where Level 4 understanding makes the biggest difference:
✅ Product:
Why people choose your product, what job it's doing for them, and what to build next.
✅ Growth:
The trigger, the pain, the message that lands - so you can convert more of the right people.
✅ Retention:
What keeps your best customers coming back - and how to make that the norm.
★★★★★
Hannah’s research helped us get alignment on our ICP and ship a new website in 2 weeks with a 64% lift in search.
Jamaica L, CMO at Sensat
★★★★★
Hannah's research gave us the confidence for bolder positioning & got leadership to align on our direction.
Sophie C, ex-CMO at Mosaic
★★★★★
Hannah got us clarity on how to increase program adoption at a depth we were missing before.
Gary C, Head of Intl at HubSpot
★★★★★
There is an art to question design and Hannah knows it. Her questions got us the exact insight we needed to optimize onboarding and her work will benefit us far into the future.
Jonathan S, ex-PM at Shopify Plus
★★★★★
Hannah unlocked deeper insights than we'd found before. It was the missing glue in our messaging.
Christian M, GM at Resident
★★★★★
Hannah helped us get crystal clear on our target market. Her insights will feed directly into our marketing, sales, messaging and help us make smarter decisions.
Sam G, ex-Director at Pelago
THE process
Here’s what working with me looks like:
Each project runs through 4 phases on a 6-8 week cycle - designed to move fast without cutting corners.
Phase 1:
Align
I dig into what the research needs to answer - so we don't waste time solving the wrong or small problems.
✅ Outcome: A research brief that aligns everyone on what we're actually trying to learn.
Phase 3:
Discover
I lead in-depth interviews designed to get beneath the surface - where the real insight lives.
✅ Outcome: Rich and comprehensive Level 1-4 data your team can actually act on.
Phase 2:
Design
I build a focused plan to get us Levels 1-4 data - not just what people think and do, but why they do it.
✅ Outcome: An interview guide that gives us confidence in the direction before a single conversation.
Phase 4:
Deliver
I make sure findings don't sit in a deck - they land with your team and actually drive decisions.
✅ Outcome: Org-wide alignment, shared language around your customer, clarity on your next move.
THE difference
I'm not your typical researcher.
I'm an ex-psychotherapist - which means I don't just understand what drives people to act, I know how to draw the truth out of them.That's how I get to Level 4 when other researchers stay at Level 3.But good research is only half of it.Before I deliver findings, I study your team:Their assumptions and expectations, what might make them defensive.That shapes how I present what I learn, so insights don't just get received. They stick.
The goal isn't just great research. It's your team walking away aligned, energised, and ready to act on what they've learned.
In brief:
15 years of qualitative research experience across B2B, B2C and DTC - healthcare, fintech, retail, eCommerce and SaaS.
My interviewing framework is rooted in psychotherapy and consumer psychology, informed by Jobs to Be Done and motivational interviewing, and tested across 1000s of customer conversations.
★★★★★
Hannah's research told us exactly where to focus this next year - and got the whole org aligned around it.
James D, ex-CEO of Sensat
★★★★★
Hannah’s research gave us real confidence in what we're building and helps us market more strategically.
Matthew H, CEO of Mosaic
THE questions
Frequently asked questions:
➕ Who is a good fit?
I work best with product and marketing teams who need an outside perspective - either because they don't have a dedicated research function, or because they need an unbiased view that an internal team can't always provide. I often partner with VPs of Product, CMOs, or Heads of Growth to feed insights directly into their strategy. If you already have a large in-house research team running studies, I'm probably not the right fit. But if you're making big bets without Level 4 data to back them - that's where I come in.
➕ How long does a project take?
Most projects run 6-8 weeks from kick-off to delivery. Tighter timelines can be accommodated - get in touch and we'll figure out what's possible.
➕ Do I just get a report at the end?
Research is only as good as what you do with it. I put as much thought into how findings land as I do into gathering them. That might look like a series of team workshops, live walkthroughs of the findings, an all-hands presentation, persona cards, a Notion doc - whatever fits how your team actually works. The goal is that everyone leaves with a unified understanding of the customer and knows what to do with it.
➕ What does it cost?
Projects start at $50K and are scoped from there based on what you need. Get in touch and we'll figure out what makes sense.