What should your blog focus on?
People save posts but do not return to them. Explore what brings them to the content and what helps them take the next step.
For creators and company blogs
Understand
the people
your blog is for.
Find out what people are trying to do, how they choose content and services, and what holds them back. We recruit relevant participants beyond your blog and explore their experience using Jobs to Be Done.
JTBD explores the progress someone wants to make in a particular situation.
Behind the screenSample conversation
“I save your articles.
But when I need an answer,
I can’t find them again.”
“I’m here for your experience.
I’ve seen the general advice
everywhere else.”
↳There are reasons behind every reaction.
We help you hear them.
We help you hear them.
Illustrative quotations, not client testimonials.
What decision
are you facing?
Why do people choose an alternative?
People read your blog but look elsewhere for help. Reconstruct what they compare, what remains unclear and when their choice changes.
Who else could find your work useful?
A company is launching a new service or a creator is exploring a new subject. Learn from people beyond the existing readership.
The research question determines the scope. Promotion, content production and implementation are separate activities.
See what you receive
What to change in your blog —
and the evidence behind it.
A report connects people’s experiences with decisions about your content and offer. Here is a short extract from our sample.
AskCraftIllustrative report extractA blog about moving from employment to independent workThey notice the offer.
They notice the offer.
They cannot explain it.
01 / Participant’s account
“Mentoring? I honestly don’t know what’s in it. I’ve seen that it exists. What exactly it includes — I couldn’t say.”P-1 · Read the evidence →
02 / Finding from this episode
This participant knows the mentoring offer exists but cannot explain what they would receive. That is a reason to examine how clearly the offer is described.
03 / Proposed change
Explain the problem the service addresses, what the work includes, how long it takes and what the client receives.
Evidence → finding → actionAll recommendations →
Decisions you can
prepare with the findings
- 01
Which topics and formats to develop
Use readers’ situations, questions and language to plan content around what they are trying to do.
- 02
What to clarify in your product and offer
Understand how people choose help, which alternatives they consider and what remains unclear.
- 03
What to test first
Distinguish copy changes from ideas that require a new product, more evidence or a demand test.
The participants and situations in this sample are fictional. Use it to assess the report’s structure, evidence and recommendations.
Try our approach
Want a report like this
for your own blog?
We interview five readers you invite, prepare a report with initial findings and recommendations, then discuss it with you.
The trial lets you assess our approach. It does not replace a full study. You can start with a full study →
US$200Five interviews · report · discussionScope and process →
How to use
the research findings
We discuss the findings and propose what to test next, with priorities shaped by your blog’s goals.
- 01 / RECEIVE
Report and evidence
Accounts, findings and recommendations are connected, so you can check the evidence behind each proposal.
- 02 / DISCUSS
Decisions for your blog
We discuss implications for content and products, including questions the evidence cannot yet answer.
- 03 / IMPLEMENT
Selected changes
You prioritise and implement changes with your team. Any additional implementation work is agreed separately.
- 04 / CHECK
What happened next
Assess the effect through behaviour and blog metrics. New questions can inform the next study.
Our interviews use JTBD to reconstruct the situation, the choice and the progress a person wanted to make. How the method works →
Your audience is bigger
than your follower list.
A research participant is someone selected for relevant experience and circumstances.
For a full study, we recruit beyond your blog: people who recently faced the problem or chose a product, service or source of information.
They may not know you yet. Their experience helps us understand how you could be useful to them.
Who we recruit and why →Why recruitment is a separate stage
We define criteria, find people, check their experience, obtain consent and schedule interviews. We recruit research participants, not followers for your blog.
A clear path
from question to discussion
Agree the decision
Agree the question, participants, deliverables and budget. You do not need a finished brief.
Recruit and listen
Allow roughly 3–4 weeks for recruitment and interviews after agreeing the scope. Participant availability affects timing.
Analyse and discuss
Analysis takes a further 7–10 working days after the material is available. Review findings and next tests together.
For the full scope, allow approximately 5–6 weeks after agreement. This is a planning estimate; the project schedule is confirmed before work starts.
Client involvement and stage outputs →Full research
and individual stages
FULL SCOPE
Recruitment → interviews → analysis
Baseline scope: recruitment, 20 interviews, analysis, a report and a discussion. The research question determines the final scope.
from US$3,200
Participant recruitment
from US$900 · Criteria, recruitment, screening and scheduling.
Recruitment and interviews
from US$2,200 · Relevant participants and material from 20 interviews.
Interview analysis
from US$1,000 · First assess whether the existing interviews can answer your question.
Starting prices depend on the scope. Audience availability, participant incentives and all included costs are confirmed in the quote.
Stage pricing in detail →Ongoing audience research
Your blog evolves.
Your understanding of readers
should keep pace.
New readers, changing needs and product launches bring new questions. Regular research helps you prepare decisions around what matters to people now.
How ongoing research works →Monthly · Quarterly · Around launches
Scope and fees agreed individually.
- 01Investigate a specific question
Agree the decision, participants and useful outputs.
- 02Discuss the next decisions
Connect findings to content, your offer and your plans.
- 03Continue as things change
Build on earlier findings and new audience experiences.
How you can assess
the quality of our work
Trace a finding to its source
We separate participants’ accounts, interpretations and proposed actions. Contradictory stories and limits remain visible.
Evidence in the sample report →Understand whose experience we study
Selection criteria follow your research question. We can recruit beyond your readership for a full study; trial participants respond to your invitation.
How we select participants →Connect findings to your decision
We discuss the findings with you: which decisions they inform, what to test and where other evidence is needed.
Process and handover →In ongoing work, we connect new questions and observations with previous research.Ongoing research →
The people behind
your research
Research lead
Clara Bennett
Designs qualitative research for independent creators and editorial teams. Helps turn a broad audience question into a focused study, then connects the findings to content and service decisions. Her review pays particular attention to contrasting accounts and the limits of interpretation.
Research design · analysis · final review
Researcher and course tutor
Daniel Reed
Conducts in-depth interviews and develops practical interviewing exercises. Helps researchers reconstruct specific decisions, ask clear follow-up questions and distinguish evidence from assumptions. Leads interview practice and written feedback on the course.
Interviewing · interview guides · practice feedback
Research coordinator
Sophie Laurent
Coordinates participant recruitment and research operations. Turns experience criteria into screening questions, organises interview schedules and keeps participants informed about the process. Supports clear communication and consistent handovers across project stages.
Recruitment · coordination · organisation
Learning and research careers
Separate routes for people who want to conduct research themselves or contribute to projects.
Learn to interview
Practise interviewing, reviewing material and preparing a report. Explore the programme and try an open exercise.
Explore the programme →
Develop your research practice
A learning route for beginners and guidance on work samples for practitioners. You do not need to buy the course to get in touch.
Choose your next step →
Common questions
Does research suit a small blog or a company blog?
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.
What will I receive, and how can I use it?
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.
How much does research cost?
A full study including recruitment, 20 interviews and analysis starts at US$3,200. Recruitment alone starts at US$900, interviewing at US$1,300 and analysis at US$1,000. We agree the scope, expenses and any participant incentives before work begins. Stages and fees →
How long does it take, and what do you need from me?
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.
Do I have to buy “Try AskCraft” first?
No. You can discuss a full study directly. “Try AskCraft”, at US$200, 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.
Can we research our audience regularly?
Yes. Each cycle addresses a decision for your blog and builds on earlier findings. We can work monthly, quarterly or around launches. Scope, recruitment and fees are agreed individually. Explore ongoing research →
More questions
What is JTBD in plain language?
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.
Why interview people if I already have analytics and surveys?
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.
What decisions can research help me make?
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.
What is a research participant?
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.
Why recruit people beyond my 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.
What if I already have suitable participants?
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.
How many interviews do I need? Are five enough?
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.
Can I order recruitment, interviews or analysis separately?
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.
Will research guarantee more views or sales?
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.
Can I learn to do the research myself?
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.
Can I work on your projects? Do I have to take the course?
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.
Start with your decision
What decision
do you need to make?
Tell us about your blog, product or company. We will discuss whose experience matters and which research stages you need.
First, the question.
Then, the plan.
Then, the plan.
Participants, deliverables,
fees and timing agreed before we start.