Insights & research
Better questions lead to better decisions.
Market research, business analysis, category studies, public teardowns, decision frameworks and experiment learnings. No listicles.
Formats
Five kinds of original thinking.
Every piece here is tagged by what it actually is, so you know what you're getting before you read it.
- Research
- Original data gathering — interviews, category studies — before any recommendation is formed.
- Analysis
- Breaking a commercial number apart to find which input actually moved it.
- Framework
- A repeatable way of reasoning through a decision, not a one-off opinion.
- Teardown
- A public, evidence-based look at one real business pattern, good or bad.
- Experiment
- A designed test with a pre-agreed result that would change a decision.
Flagship piece
The cost of answering the wrong question
Most underperforming growth programmes are executed well. They are simply answering a question the business did not need answered. A working method for finding the real one.
Read the flagship analysisFilter by format
5 pieces
- Analysis
30 Jun 2026
7 minAcquisition cost is a symptom, not a diagnosis
Rising CAC is usually treated as a media problem. Broken down properly, it is often an offer, margin or conversion problem wearing a media costume.
Read the analysis → - Research
11 Jun 2026
11 minCategory entry points in growth-stage D2C
A structured look at the moments that trigger category purchase, and why brands that map them tend to need less discount to grow.
Read the analysis → - Teardown
22 May 2026
6 minTeardown: a checkout that leaks at the shipping step
A public teardown of a common e-commerce pattern where paid traffic is scaled into a checkout that loses a third of intent for avoidable reasons.
Read the analysis → - Experiment
2 May 2026
8 minDesigning experiments that end arguments
An experiment is only useful if both sides agree in advance what result would change their mind. A short protocol we use before running anything.
Read the analysis → - Analysis
18 Apr 2026
8 minWhen B2B SaaS pipeline grows and revenue does not
Lead volume targets reliably produce lead volume. Whether that pipeline converts depends on decisions made long before the form fill.
Read the analysis →
Insights is how we think. Blogs start from the problem.
If you're dealing with a live commercial symptom — rising CAC, flat conversion, conflicting reports — start there instead.
Start with the right next step.
Tell us where your business is today and what you're trying to achieve. We'll first look at whether BizFay is the right fit and what the most useful next step may be.