Customer research by industry

What a bank needs to hear from its customers is not what a consumer goods brand needs. A CPG brand heading into a category review wants to know why lapsed and light buyers drifted to a rival or a store brand. A fintech app wants to know where new customers stall between sign-up and a first deposit. The audiences differ, the regulators differ and so do the channels customers use.

This index is organized by industry, and each landing starts from the research that industry actually runs: the decisions it feeds, the people worth hearing from and the care a topic needs, from money to health. In a regulated market, a study also separates what a rule requires from what the team chose, because only the second can change.

Across these industries, Pulse runs AI-moderated interviews with a team's own customers or with people recruited to the profile, in each market's language on request, and returns themes with the quotes behind them, so a bank's study and a brand's study are read the same way.