We’re here to help you understand your buyers and customers
Partner with the IcebergIQ team on a research study
IcebergIQ works with B2B SaaS companies who want to grow their businesses by learning from their buyers and customers. Our skilled team of professionals is passionate about understanding your business goals and helping you understand your customers in depth.
Our smooth, collaborative workflow makes it easy for you to roll out a customer research project. We handle the details while providing you with a steady flow of insights and a final roll-up of actionable themes and findings.
Headed by co-founders Natasha Narayan, Julie Payne, and Kristine Culp, IcebergIQ builds upon the pioneering work of Eigenworks, a win-loss consultancy from 2008-2019 founded by Alan Armstrong (see below). We are committed to honoring that legacy while continuing to innovate and grow in exciting ways.
Buyer-as-Hero® – A Powerful Interview Methodology
Buyer-as-Hero® is IcebergIQ’s customer-centric approach to understanding why buyers choose, stay, or leave. This interview methodology puts the buyer’s experience, motivations, and decision-making at the center — uncovering the hidden truths beneath surface-level feedback. By using Buyer-as-Hero® IcebergIQ helps teams move beyond assumptions to identify real drivers of growth and churn, and make confident, evidence-based decisions.
Our Values
Intellectual Curiosity
We are curious and open-minded. We learn every day – from clients, from interviewees who candidly share their stories, and from colleagues, partners, and the industry as a whole.
Thoughtful Collaboration
We are adaptable, flexible, and practice integrity in our work and relationships. We respect the person at the heart of every interaction. We collaborate to solve problems and achieve better results.
Deep Insights
We are committed to active listening, depth of conversation, and data analysis. We uncover insights that clients would not hear themselves. We embrace the challenge of delivering actionable insights to clients.
Grounded in the Eigenworks Legacy
Alan Armstrong, who founded Eigenworks, was dedicated to the idea that listening to your buyers and their stories is more powerful than relying on your subjective perspective or data in your CRM.
A win/loss pioneer, Alan launched Eigenworks in 2008 and continued refining its interview and analysis methodology until he passed away in August 2019. His loss was deeply felt by the Eigenworks team and many friends and associates.
IcebergIQ has honoured Alan’s memory by placing a memorial bench on the grounds of a place he visited for sustenance and inspiration, the Ignatius Jesuit Centre’s Old Growth Forest in Guelph, Ontario. We are grateful for the generous donors who helped meet our fundraising goal.
If you would like to make a gift in memory of Alan, please consider donating toward a scholarship for product managers offered by the Toronto Product Management Association. Contact treasurer@tpma.ca for info.
