Buyer identity
Who is actually signing off, what they are responsible for, and what makes them look good or bad internally.
Buyer briefs your team can build from.
A buyer brief is the research layer your build already assumes exists. We deliver it ad-ready in days, with every claim marked validated or inferred, so nobody on your team has to guess how much weight a line carries.
Six sections, all of them buildable.
Nothing in a brief exists to look thorough. Every section maps to a decision you have to make in the build.
The job
What they are really hiring your client to do, in their words. This becomes the H1 and the offer framing.
Core fear
The outcome they are trying to avoid. Every objection on the page is a version of this fear wearing a suit.
Core desire
The outcome worth paying for. This sets the proof you need and the CTA language that gets clicked.
Objection stack
Ranked, with the evidence each one needs. This becomes your section order, top to bottom.
Page direction
Title tags, H1s, section sequence, and CTA copy tied back to the profile that justified them.
Evidence you can inspect.
Most persona documents read with one confident voice, whether the line came from a customer interview or from someone’s intuition on a Tuesday. Ours don’t. Each claim carries its own evidence rating, so you know which lines you can put in an ad and which ones still need testing.
Validated
Traceable to a real source.
- Pulled from interviews, sales calls, reviews, support tickets, or search behavior.
- The source is cited inline, so you can hand it to a skeptical client.
- Safe to put straight into an H1, an ad, or a pricing conversation.
Inferred
Reasoned, but not yet confirmed.
- Drawn from category patterns, competitor positioning, or adjacent data.
- Labeled so it never gets quoted back to you as a fact.
- Comes with the test that would move it into the validated column.
- Buyer identity
- Owner-operator of a 3 to 8 person design studio who sells the work personally. Source: 11 agency discovery calls, Q1–Q2
- Validated
- The job
- “Prove the site will actually do something, so I can stop competing on price.” Source: verbatim, 4 of 11 calls
- Validated
- Core fear
- Launching a site the client loves and the client’s customers ignore, then owning the blame. Source: post-project review threads, 6 accounts
- Validated
- Price sensitivity
- Will pay a premium for research when it is framed as risk reduction rather than deliverable count. Reasoning: category pricing pattern. Test: two-variant proposal framing.
- Inferred
- Channel
- Discovers vendors through peer referral before searching, so the site is a trust check, not a first touch. Reasoning: adjacent-category behavior. Test: first-touch question in intake form.
- Inferred
Format demonstration only. Real briefs are built from your client’s own data and sources.
The 10 hours you skip are the ones we already systemized.
The reason research eats a week inside an agency is that it starts from zero every time: new questions, new spreadsheet, new summary format, new argument about what it means. We run the same pipeline on every engagement, so the time goes into the thinking instead of the setup.
Fixed intake
One form, one asset drop. We work from what you already collected in discovery instead of asking you to run a research project.
Standing question set
The same buyer questions every time, refined across engagements. Nothing gets invented mid-project.
One output format
The brief lands in the shape your build already needs, so no one has to translate it into a plan.
From handoff to buildable brief.
Handoff
You send the client’s site, any sales calls or recordings, reviews, support threads, and the questions that keep coming up in discovery. If you have nothing, we start from the market.
Validation pass
Every fear, want, and objection gets traced to a source. Anything we cannot trace gets the inferred tag and a test that would confirm it.
Build map
The profile becomes page direction: title tags, H1s, section order, proof placement, and CTA language.
Walkthrough
We take you and, if you want, your client through it. Most of the value shows up here, when the client hears their own buyer quoted back to them.
What we need from you
One client project, whatever raw material you already have, and permission to quote it internally. No new research burden on your team.
Three ways agencies use this.
Every engagement is quoted per project. Bring the one that matches where you are.
Single Profile Brief
One validated buyer profile for one client project. The way most agencies start, usually on a build that is already scoped.
Best for: proving the method on a live project.
Brief plus Build Map
The profile plus the page-by-page direction: titles, H1s, section order, proof placement, CTA copy.
Best for: a redesign where the structure is still open.
Agency Retainer
A brief for every project you take on, so research stops being a decision you re-argue with each client.
Best for: agencies selling strategy as a line item.
Start with one project.
Pick the client build you are least sure about. That is the one where a validated profile changes the most.