JTBD Interviews
Reveals outcome hierarchy and buyer motivation before the product.
Blind spot: skews articulate, motivated participants
Sales Call Analysis
Distinguishes blocking features from preferential ones at scale.
Blind spot: misses buyers who never reached sales
Kano Survey
Separates must-haves from delighters before pricing tier design.
Blind spot: doesn't capture purchase timing or urgency
Public Registry Sizing
Counts segments from administrative data — not estimated ranges.
Blind spot: static — doesn't reflect buying intent
Confirmation layer
Internal Usage Data
Shows which segments already self-select, activate fastest, and expand most naturally.
When two methods agree
Usage data + registry data pointing at the same segment is your highest-confidence signal.
Blind spot: limited to existing customers only