HELLO, I'm ulf.

I help businesses understand their customers.

what I do

a B2B Market research specialist

01

Having conducted hundreds of interviews, focus groups and surveys  for B2B clients, I understand the unique challenges that come with  selling to other businesses, and know how to effectively collect and manage feedback from business customers.

I can help plan, design and deliver B2B market research that result in  actionable business insights.

experienced in qualitative & quantitative methodologies

‍Interviews & Focus Group Moderation
‍I have expertise in leading 1:1 interviews and moderating focus groups with business audiences, with a proven ability to dig under the surface of qualitative feedback to deliver fresh insights.

Survey Development & Analysis
‍I can help you  design and field effective surveys that generate immediately applicable results from B2B customers, and develop strategies for sourcing participants from hard-to-find audiences.

02

lead market, product & customer research

I have extensive experience designing and executing successful research projects across all common B2B market research domains.

Market insights including market sizing, product/market fit, and competitive analysis.

Customer insights including win/loss studies,  CSAT & NPS programs, and leading go-to-market and brand awareness programs.

Product insights including price sensitivity and feature prioritization studies, 

03

Research Strategy & vendor management

I can help develop your research strategy, from identifying your insights needs, creating a research plan, and identifying how to execute on it, in-house or through vendors.
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And as working with vendors can be complicated, time consuming and stressful - especially if you don't do it on a regular basis - I can help manage vendor relationships to ensure your projects run smoothly and delivers results that meet your objectives.

04

Agile research on your terms

Don't have an in-house market research team and not sure you want to work with a research agency?
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I can help design and execute your research projects from scratch, or augment your in-house research team, delivering results at startup speed.

a partner, not an agency

Where research agencies offer cookie-cutter deliverables that starts and ends with execution, I offer a true partnership - someone who helps map out and understand your insights needs before jumping into execution mode.

I work with you on defining your objectives, executing the research, and delivering actionable results,  informed by my years of experience working as the in-house partner to product and marketing teams.

learn about market research

On my blog

My blog discusses how to conduct market research, with a focus on offering actionable advice for product and marketing teams doing in-house B2B research.

Learn from someone who's led and executed market research in tech companies about what works and what to consider in doing effective research.

Ulf Johansson Blog READ BLOG now

In my B2B research recruiting guide

I've collected my blog posts on how to recruit for B2B research into a PDF guide, available for download here.

The guide offers advice on where to find participants (through your community, via external sources, using vendors, etc) and how to effectively source B2B participants.

Ebook Download now

ABOUT Me

I am a market research and customer insights veteran with 15+ years of experience leading, executing and commissioning market research, specializing in the software and entertainment industries.

I have extensive hands-on experience designing and executing on qualitative and quantitative market research projects - in-house and through vendors - as well as developing effective research strategies to support business and product objectives.

Based in San Francisco, CA.

Experience

2022 — PRESENT
MARKET RESEARCH CONSULTANT
// Self

Working with B2B and B2C tech companies in market research and validation.

2015 — 2022
HEAD OF market research
// Unity Technologies

Founded, grew and led Unity's market research and business intelligence teams. Developed the market insights that supported Unity's $40B IPO.

2012 - 2015
SR. INSIGHTS analyst
// CBS Interactive

Managed customer & brand research for CBS Interactive's Games division, helped secure multi-million advertising deals through customer and and product data and insights.

2004 — 2011
produCt marketing lead
// Electronic Arts

Led global marketing for multiple EA Games key internal and partner releases, including Spore and The Godfather.

LET'S WORK TOGETHER

Contact me
Contact
ulf@ulfjohansson.co
https://www.linkedin.com/in/ulfjo/