Closing the first sale with a new customer is a costly, often money-burning event. It needs to deliver a delightful user experience.
That real world experience is almost always messier and more modified compared to the clean instructions and controlled environment most products anticipate.
This can cause huge problems when ignored and huge opportunities when understood.

We study the user experience to understand expectations and perceptions in order to engineer frustration and confusion out of ownership. We search to amplify the signals that indicate a smart decision was made and trigger the desire to buy again.

Instead of studying satisfaction (which has a limited correlation to repurchase), we study dissatisfaction or the failure to exceed expectations.
We focus on what creates trust (a deeper driver of repurchase) and delight (areas where the brand may be underselling or poorly communicating key points of difference).