No guesswork, no long wait times.
Find the needs customers still have
Ask customers about unresolved problems and use their answers to guide product research.
01
FRICTION
Find the problems customers still face
Customers may complete a purchase while continuing to struggle with an unresolved part of the experience. Standard satisfaction questions can miss the work they still have to do.
Canvass asks customers to describe the obstacles that remain after using a product or service. Their answers reveal problems that current offers have not addressed.
Study the workarounds customers already use
People often combine tools, manual steps, or informal providers when the available options do not meet their needs. Those workarounds show both the missing outcome and the effort customers will invest to reach it.
Conversational surveys capture how customers solve the problem today and why they chose that approach. Teams can examine where existing alternatives create cost, delay, or uncertainty.
02
WORKAROUNDS
03
IMPACT
Measure how widely each need is felt
A vivid customer complaint can attract attention without showing whether the problem affects the wider market. Product research needs both the explanation and the number of people reporting it.
Canvass groups open responses into recurring needs and compares them across the study population. Teams can assess which problems appear frequently and which ones create the greatest reported effect.
Locate the customers affected most
The same unmet need may matter differently across customer groups. Combining every response can hide the segment with the clearest reason to seek a new solution.
Canvass collects only the profile information required by the study and compares needs across defined groups. Researchers can identify where the problem is concentrated and how those customers describe it.
04
SEGMENTS
05
OPPORTUNITY
Define the outcome a new offer must provide
A customer need becomes useful for product planning when teams can state the outcome people want. Jumping directly from a complaint to a feature can preserve the original problem.
Canvass keeps the respondent’s explanation attached to each research theme. Product teams can frame an opportunity around the required outcome before deciding how a product should deliver it.
Keep each opportunity tied to customer evidence
Opportunity lists lose value when teams cannot trace them to the people and situations behind the research. Later reviews then rely on memory rather than the original evidence.
Canvass authenticates responses and preserves the study context needed for review. Teams can return to the customer language behind an opportunity as product decisions develop.
06
EVIDENCE
No guesswork, no long wait times.