Find the Audience That Needs You Most
Too many organizations launch products their team loves but their market ignores. IBG conducts the customer research, value proposition design, and MVP scoping that gives you conviction before you commit capital to market entry.
Start a ConversationEvidence Before Investment
We replace assumption-driven product development with evidence-driven decision making. Every engagement ends with a clear picture of who your customer is and what they will actually pay for.
Target Customer Definition
Rigorous customer segmentation and ICP definition based on primary research, not internal assumptions. Know exactly who you are building for before you build.
Value Proposition Design
Craft messaging and positioning that speaks directly to your target customer's most pressing problems — and why your solution is uniquely positioned to solve them.
Jobs-To-Be-Done Analysis
Understand the real job your customers are hiring your product to do. JTBD research uncovers the functional and emotional drivers behind purchase decisions.
MVP Scoping
Define the minimum viable product that tests your core hypothesis with the least investment possible. IBG translates customer insights into a launch scope your engineering team can actually execute.
Primary Research, Not Secondary Guessing
IBG product-market fit engagements are research-intensive. We conduct stakeholder interviews, ethnographic observation, and quantitative validation with real target customers — not focus groups of convenience.
The output is a product-market fit report your leadership team can act on: a defined ICP, a tested value proposition, a feature priority matrix, and an MVP scope document. No ambiguity. Clear next steps.
Find Your Market Before You Build
Let's talk about what you're launching and who you're building it for.
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