No dumb questions here.

Customer insights are what you learn when you put real customer experience in front of business decisions. It's the difference between guessing what your customers want and actually knowing. At Makeable, we help businesses uncover the reasons behind what their customers do: the motivations, hesitations, and unmet needs that shape every purchase, every renewal, every recommendation.

Voice of Customer (VoC) is exactly what it sounds like: the practice of systematically capturing what your customers think, feel, and need, and turning that into something your business can act on. It's not a single survey. It's not a one-off project. A real Voice of Customer program runs continuously, pulls signal from every touchpoint, and feeds insight into the teams that need it most: product, marekting, operations, and leadership.

Qualitative research answers the question of why. Quantitative research answers how many. We use qualitative work (in-depth interviews, focus groups, ethnographic studies) when we need depth, context, and nuance.Focus groups in particular are one of the fastest ways to surface the language your customers actually use. We use quantitative work (surveys, segmentation, tracking studies) when we need scale and statistical confidence. Most strong research uses both, in the right order: qualitative to find the right questions, quantitative to size the answer.

Start by listening. Most businesses already have plenty of signals telling them where customers are struggling. They just aren't being collected, structured, or shared with the people who can act on them. Improving customer experience means mapping the journey, finding the friction, prioritizing the moments that matter most, and building a system that keeps listening as you change. The most important step is the one most companies skip: making sure insights actually reach the people making decisions.

NPS (Net Promoter Score) measures whether your customers would recommend you. CSAT (Customer Satisfaction) measures how happy they were with a specific interaction. CES (Customer Effort Score) measures how hard you made them work. Each tells a different story, and used together they paint a complete picture. We help businesses figure out which to track, how to measure it properly, and what to do when the numbers move.

Because acquiring a new customer costs more than keeping one, and a customer who feels heard tells other people. CX isn't a cost centre; it's the most efficient growth engine most businesses have. The companies winning right now are the ones that have stopped treating customer experience as a department and started treating it as a strategy.

Most engagements run 6 to 12 weeks from kickoff to final deliverable, depending on scope. Qualitative studies (interviews and focus groups) usually take 4 to 8 weeks. Quantitative work (surveys, segmentation) runs 6 to 10 weeks. Voice of Customer programs are continuous and designed to operate for at least 12 months. We always tell you the realistic timeline up front.

We start with the decision you're trying to make. Different questions need different methods. "Should we launch this product?" calls for one approach. "Why are customers churning at month three?" calls for another. We design research around the business question, never the other way around, and we'll tell you when a simpler method gets you to the same answer.

Every engagement ends with three things: a clear set of findings, a prioritized list of actions, and the raw insight your team can keep referencing. In practice that means an executive presentation, a detailed report, and the artifacts that came out of the work (journey maps, segmentation models, interview transcripts, tracking dashboards, whatever fits).

It depends on scope, but most engagements fall between $15,000 and $80,000 CAD. A focused qualitative study sits at the lower end. A full Voice of Customer program with quarterly tracking sits higher. We always scope the work to your decision and your budget, and we'll tell you when something costs more than the answer is worth.

It starts with a 30-minute conversation. If there's a fit, we put together a written proposal with scope, timeline, and price. Once it's signed, you get a dedicated lead who runs the project end-to-end. Every two weeks we share what we're learning so you're never waiting for the final report to start acting.

Send us a note. Tell us what you're trying to figure out, what you've already tried, and what's at stake. We'll set up a call to understand the situation, and within a week of that call you'll have a written proposal or a clear recommendation for next steps. No pressure, no long sales cycle.

Makeable is a Canadian consultancy built on 15 years of experience across market research and customer experience. We work with growing businesses that are ready to truly understand who they serve and grow from it. Our team has run insights programs for retailers, banks, hospitality groups, healthcare networks, and SaaS companies, and we bring that lens to every engagement.

We're a Canadian consultancy working with clients across the country, from Vancouver to Halifax. Most of our research is conducted remotely or in-person depending on what the project needs, and we're set up to handle bilingual (English and French) studies when the audience calls for it.

We work with Canadian businesses across retail and eCommerce, hospitality, health and wellness, B2B services, FinTech, foodservice, education and EdTech, real estate, insurance, and the non-profit sector. The methodology travels. What changes is the language, the customer, and the decisions on the table.