Voice of Customer research for
crucial decisions
We help investors and operators answer their most critical business questions through primary research.
Our ex-McKinsey team knows you need more than data. You need a strategic view on what customers actually think and a perspective on what it means for the decisions at hand.
We drive strategic decision-making via Voice of Customer engagements. Our work often focuses on:
We conduct hundreds of customer interviews each year on behalf of top private equity firms, established operators, and startups.
Drawing upon over a decade of consulting experience across McKinsey and Westing Ventures, our founder Joey Yagoda leads each customer research engagement.
How we work
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Research design
We start by pinning down what you are trying to learn. We then scope a clear research plan, including who we should speak with and what the interview guide should cover.
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Participant sourcing
We source participants in whichever way is best for you in the context of the project. We often work through our clients’ expert networks or take direct introductions from their customer lists. For B2C markets or niche B2B segments, we can explore recruiting through our own tools.
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Customer interviews
We conduct in-depth interviews that go beyond what a standard script would surface. We focus on preparation, follow-up, and the unique threads worth pulling in each call, not just working through a standard guide.
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Strategic guidance
We provide a final summary deck along with structured call notes. The output shows how the interviews answered your key questions and gives you a clear read on what it means for the decision at hand.
Who we serve
Investors
Private equity and growth equity firms conducting diligence or portfolio strategy. We understand the pace, the stakes, and what an investment committee actually needs.
Established businesses
Organizations that need an honest, outside perspective on their own customers. We uncover what is working, what is not working, and why people leave. Sometimes the most valuable conversations are the ones your team cannot have directly.
Startups
Early-stage teams that need real signal from the market before making major product or go-to-market decisions. We uncover the complex workflows, the churn drivers, and the competitive positioning that does not show up in dashboards.
About
Joey Yagoda founded Westing Ventures after several years at McKinsey & Company, where he honed the research and analytical skill set that underpins every engagement.
- Technology
- Consumer
- Healthcare
- Industrials
- B2B Services
- and many more
Get in touch
Services
We drive strategic decision-making via Voice of Customer engagements. Our work often focuses on due diligence, value creation, win-loss analysis, and product strategy.
About Joey
Joey Yagoda founded Westing Ventures after several years at McKinsey & Company, where he honed the research and analytical skill set that underpins every engagement.
Joey conducts hundreds of customer interviews each year across industries.
He holds a B.A. in Ethics, Politics, and Economics from Yale University, where he graduated magna cum laude and was elected to Phi Beta Kappa.
He speaks English and Spanish.