Independent research · UpSight

The Decision Files

How buyers actually make hard decisions. One decision per file: the situation, what was at stake, how the person decided, and how it turned out. Primary interviews, receipts included.

This is a sample file that demonstrates the format — the subject is illustrative, not a real interview. The first three real Decision Files are in production. Read the methodology →

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A new Decision File, about twice a month. Nothing else.