Understand
the people
your blog is for.

Yes. What matters is the decision you need to make: about topics, formats, trust in an author or how people choose an offer. Research can support a personal blog, a channel that does not sell products or services or a company blog. Audience size alone does not determine the scope; we discuss your question first.

Jobs to Be Done explores the progress a person wants to make in a particular situation. In an interview, we reconstruct a real experience: what happened, which alternatives they considered, what shaped their choice and what got in the way. For a blog, this could involve finding an answer, learning a skill or choosing a service. Explore the method.

Analytics show actions such as views, clicks and return visits. Surveys let you compare answers to predefined questions. Interviews explore the circumstances of a particular choice, with follow-up questions that can reveal reasons you had not considered. These sources complement one another; interview findings should be compared with behaviour and other evidence.

It can inform topics and recurring formats, help you understand trust, clarify an offer or explore why people turn to other sources. We define the decision first, then choose participants and interview questions. The result is evidence to inform your choice and hypotheses you can test. Our sample reports illustrate that process.

A research participant, sometimes called a respondent, is someone whose experience is relevant to the research question. They might have recently chosen a service provider, explored a new topic or decided against a purchase. We select people by their circumstances and experience, rather than just their age, job or whether they follow your blog.

Followers already know your voice and content. To understand people who have not found you, or who chose another way to solve their problem, we need other perspectives too. For a full study, finding, screening and scheduling relevant participants is a separate stage. This is research recruitment, not a service for gaining followers.

We check whether their experience fits the research question and whether they have agreed to take part. A follower can be suitable, but following your blog is not enough on its own. We then agree which stages and any additional recruitment you need. The separate “Try AskCraft” format uses participants you invite.

The five interviews in “Try AskCraft” let you see the team at work and discuss initial observations. They do not justify conclusions about your whole audience. The starting prices for a full study are based on 20 interviews; the appropriate number depends on the question, range of experiences and groups being compared. Even 20 interviews do not provide a statistical estimate of the whole audience.

It covers finding, screening and coordinating participants, based on a project with 20 interviews. Interviewing starts at US$700 and analysis at US$500. Recruitment plus interviews starts at US$1,200; all three stages start at US$1,700. We agree the scope, expenses and any participant incentives in the estimate before starting. View stages and pricing.

Yes, the stages can be agreed separately. If you already have participants, we check their relevance to the question. If you need analysis of existing interviews, we first assess whether the material can answer it. Analysis cannot recover experiences that the conversations never explored.

Allow roughly 3–4 weeks for recruitment and interviews after agreeing the research question, followed by 7–10 working days for analysis once the materials are available. Timing depends on participant availability. We need your project context, the decision you face and agreement on the research question and selection criteria. We agree the plan and deliverables before starting.

Deliverables depend on the stages you choose. Interviews provide agreed recordings or transcripts and a descriptive summary. Analysis covers situations, goals, choice criteria, barriers, limitations and hypotheses for changes, followed by a discussion of the findings. You can use it to decide which topics, formats or offers to test next. See illustrative reports.

No. You can discuss a full study directly. “Try AskCraft”, at US$150, lets you see how the team conducts five interviews and discusses initial observations before commissioning a larger project. You invite the participants; external recruitment is not included. It introduces our approach rather than providing a complete audience strategy. Explore the trial format.

No. It helps explain choices and develop hypotheses grounded in evidence. The effect depends on the changes you implement, how you test them and other influences on your audience. A report should distinguish observations from assumptions and state its limitations. Any improvement needs separate validation through behaviour and project metrics.

Yes. The AskCraft course covers interviewing and analysis, from an interview guide and first conversation to comparing evidence and preparing a report. It is for creators, company teams, students and aspiring researchers. It includes practice, reviewed work and progression after assessment. Explore the course or try the practice exercise.

If you have experience, you can tell us about it and share work you have permission to show. Beginners can explore the learning route. Buying the course is not required to be considered and does not guarantee a job or paid practice. Participation depends on your skills and available tasks; project terms are discussed separately. Explore research careers.