Our view
Insight, not just data. Strategy, not just measurement.
What we believe
We believe research should answer business questions, not just collect data. A customer survey is only as valuable as the action it produces. That is why every Alba engagement ends with a workshop that translates numbers to decisions — not just a report that gets filed.
Three principles guide our work
Customer-centric, not method-centric. We design around your customer journey and decisions, not around generic templates.
Qualitative depth, quantitative breadth. Numbers tell you what happened; verbatim tells you why. We combine both for strategic insight.
AI-augmented, human-led. AI accelerates transcription, thematic coding and pattern detection. Human analysts set strategy and judgment. The combination gives both speed and wisdom.
What this means in practice
We do not chase the largest sample size or the most slides. We build measurements that fit your actual decisions — not ones designed to impress procurement. Result: lower cost, higher actionability, faster delivery.
Why founders work with us
Most consulting agencies hand you a deck. We hand you a decision. The difference shows in what you do the week after the report lands. If your last research engagement led to no concrete action, you experienced a measurement industry problem we are designed to solve.
Ready to see how this works for you?
Book 30 minutes with Johan. We discuss your situation and tell you honestly whether we can help.
Book 30 min with Johan →