Customer Value Insights

If you believe a lighter-touch will be more appropriate, we can undertake two elements of our Value Proposition Builder™ methodology only to create a working sales value proposition, which will involve:

  • the customer value experience interview programme to understand the true value experienced by your customers & stakeholders through our unique IPTA™ psychology-and-business insights generation process

  • an Offerings workshop with the management team to set the hierarchy of your products & services

  • an Educational workshop for your management team to understand and align with the customer value experienced.

Our research methodology – Interpretative Phenomenological Analysis

See your business through your customers' eyes

When you know what your product or service really means to your customers, you can understand how they are likely to behave towards you.

This is a powerful advantage, because it helps you understand what you need to do to succeed. But few businesses have it. The research that most do is superficial and doesn’t explore the world from their customers’ perspective. 

Focus groups and tick-box surveys have their place. But for the really powerful insights, a different, fieldwork-based approach is needed.

Interpretative Phenomenological Analysis (IPA)

This is what makes Futurecurve different. IPA allows researchers to explore in detail how people make sense of their personal and social world. It focuses on the meanings that particular experiences, events, states or objects hold for individuals. It’s concerned with the person’s personal perception or account of an object or event.

The researcher plays an active role in the research process as they immerse themselves in the individual’s world. IPA is concerned with trying to understand what the world looks like from some else’s point of view.

The outcome of a study aims to ‘give voice’ to and ‘make sense’ of an individual or group’s worldview.

Futurecurve researchers are all experienced in the disciplines of business and organisational psychology. We use a mixture of social science methodologies including IPA and Transactional Analysis. 


Our customer value insights will provide you with a very solid grounding in your customer value and will provide a sales proposition to build on through education for your senior executive and your sales team. The specific outputs are:

  • The detailed value experience of your customers through a verbatim report

  • Value Pyramid™ map of offerings

  • Market positioning of the business

  • Education of your senior executives and sales team

  • Key themes for sales messaging


Please call or email Mary Pasby, our Head of Research, for an informal chat about what different research approaches will do for you.

+44 (0)20 3457 0950