Hannah Shamji
Consumer Psychology Researcher | Former Therapist
Users drive your growth. Get to know what drives them.
I help product and marketing teams deeply understand their users - and turn those insights into better products, roadmaps and marketing strategies.
Most teams are drowning in data - but still starving for real customer understanding.They've got survey results. NPS scores. Analytics models. Behavioural data. Feedback channels. And still, no one's sure what story it's all telling. Marketing sees one pattern. Product sees another. Leadership sees a third.The problem isn't a lack of data. It's that most companies only get up to Level 3 data - when what they really need is Level 4.
Why Level 4 data is so rare
Level 4 is the holy grail of customer data. It's the stuff strategic decisions are made of - product roadmaps, prioritization, GTM strategy, messaging, marketing.But Level 4 data is not as easy to collect as the others. You can't measure it directly. You can't ask for it head on. Heck, customers can't even name it - sometimes they don't even know it consciously.Level 4 data is not something you see. It's something you seek out. Which is why it's so rare and so valuable.Level 4 data is where my work lives. When you get to Level 4, you're not just collecting data. You're building understanding. This is what getting closer to your customers actually means.
The power of Level 4 data
When you understand what's really driving customers to buy, stay, or switch - not just what they choose to tell you, but the deeper psychology at play - you can:
Build what matters
Know which bets will drive retention, revenue, and growth - across product, marketing, and strategy.
Prioritize with confidence
See where your product helps or hurts - the moments of friction, the aha’s, and what's driving retention.
Create messaging that lands
Uncover the emotional triggers that move customers to act - and what gets in the way of conversion.
Spot opportunities to innovate
Diagnose what’s truly slowing growth - and where the biggest opportunities to unlock it are hiding.
What clients say
ZOE - DTC/Consumer health
"We’ve had bad experiences with research before but Hannah's work has been incredibly actionable. She's translated findings across design, marketing, and product so everyone is speaking the same language - and we built our Q1 roadmap on her findings."- Julie P, VP of Product
B2B/Construction tech
"Hannah’s research was by the far the clearest and most articulate view of our business and our customers anybody has been able to present in the past 5 years. Her work informed our priorities for the year and we rallied the whole org behind them."- James D, Founder and ex-CEO
HubSpot - B2B/Enterprise tech
"We were struggling to define our best-fit customers - the ones most likely to stay, succeed, and grow with us. Hannah’s research gave us that clarity and helped us **pinpoint our most profitable personas at
a depth we didn’t have before."- Gary C, Head of International
Mosaic - B2B/Fintech
"Hannah's research gave us the confidence and clarity to play with bolder positioning. It's helped management reach consensus on where to intervene along the buyer journey, and what key messages we need in our GTM strategy."- Sophie C, ex-CMO
Pelago - B2B/Health tech
"We were rebranding and needed to update our messaging. Hannah's research helped us get crystal clear on our target market and how to position ourselves as a leader in the space. The insights she found will feed directly into our marketing, sales, messaging and help us make smarter decisions."- Sam G, ex-Director of Marketing
B2B/Construction tech
"We could not get alignment on our value prop and I knew we needed to listen to the customer - so we brought in Hannah. Her research helped us reach consensus and we shipped new web copy in 2 weeks - that got us a 64% lift in search. Now we're all speaking the customer language."- Jamaica Lancee, CMO at Sensat
About
Hi I'm Hannah - former therapist and qualitative researcher with 15 years of experience helping product and marketing teams understand why customers buy, stay, or switch. With a background in psychology and psychotherapy, I know how to uncover the beliefs, motivations, and drivers behind customer decisions - and translate them into actionable insights that inform strategy and drive retention and growth. If that sounds like what you need, let's talk.
Frequently Asked Questions
What kinds of business problems do you help diagnose?
Anything rooted in understanding your target audience - churn, weak messaging, unclear positioning, poor onboarding, low retention. My work surfaces the patterns and motivations behind those problems so teams can act on them.Will your research give us actionable outcomes?
Yes - because it’s designed around real decisions. Rather than prescribing tactics, the research clarifies what problems matter most, why they matter, and where teams should focus. Clients use this to prioritize messaging, product bets, and roadmap discussions.What’s your research approach?
I specialize in qualitative research. My approach is psychology-driven and behaviour-focused. I blend Jobs to Be Done theory with principles from psychotherapy to go beyond what customers do and uncover why they do it - so teams can make smarter, more confident decisions.Can you train our team to do research better?
Yes - I run private / corporate workshops that teach the psychology and technique behind effective and efficient research.
Contact
Tired of debating what customers want?
I help teams align around real customer insight - so decisions are faster, priorities clearer, and strategy grounded in evidence. I take on a few new clients each quarter. Tell me what you’re trying to solve, and I’ll follow up with next steps.
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