Carmen Gerea.

Customer discovery and user research for SaaS

I help SaaS and digital product teams truly understand their customers: interviews, behavioral analysis and actionable synthesis to decide product, value proposition and positioning.

The roadmap moves, but nobody has talked to customers

In SaaS, every poorly grounded decision is paid for in churn and features nobody uses. Systematic customer discovery reduces that risk before building.

  • 01

    Decisions based on internal assumptions

    The team debates what they believe the customer wants. Without direct evidence, roadmap priorities are bets.

  • 02

    Scattered feedback with no synthesis

    There are comments in sales, support, NPS and social, but nobody turns them into clear patterns that guide decisions.

  • 03

    A value proposition that doesn't differentiate

    The message describes features, not the problem the customer actually wants to solve or why they would switch solutions.

  • 04

    One-off research that never repeats

    A study was done two years ago. What's missing is a light, continuous process that keeps the team close to the customer.

How I approach customer discovery

  • 01

    Business questions

    Translating pending decisions (roadmap, pricing, positioning) into concrete research questions.

  • 02

    User research

    In-depth interviews, usage data analysis and synthesis of existing feedback from sales, support and digital channels.

  • 03

    Actionable synthesis

    Patterns, segments, jobs-to-be-done and prioritized opportunities — presented to decide, not to archive.

  • 04

    Installed capability

    Templates, interview guides and a research rhythm so the team keeps learning from customers continuously.

Research cases

Experience in customer discovery for industrial products, digital platforms and behavioral studies with rigorous methodology.

See the full project portfolio →

Other specialized services

Six specialized pillars converging into a single winning strategy.

AI in marketing

I help marketing teams move from isolated AI experiments to concrete workflows: prioritized use cases, hands-on training and quality standards that protect the brand.

AI in product

I help digital product teams integrate AI into how they work: faster discovery, functional prototypes in days, and prioritization decisions backed by better evidence.

Ambassador programs

I design ambassador and advocacy programs that connect technology, SaaS and professional services brands with market voices: creators, operators, founders and experts who use the product and speak with credibility.

Final outcome

Customer discovery SaaS

Executive personal brand

I help executives and founders build an intentional professional presence: clear positioning, their own narrative, and a sustainable content system that opens business conversations.

SEO/AEO tourism

I help hotels, tour operators and tourism businesses capture direct demand: visibility in Google and in AI assistant answers, with content that responds to what travelers actually search for.

SEO/AEO healthcare

I help pharma companies, clinics and digital health businesses gain visibility in Google and in AI assistant answers, with accurate, compliant content built around the real questions patients and professionals ask.

Frequently asked questions

Schedule

Let's talk about your customers.

In 30 minutes we'll review which decisions you have pending and whether a customer discovery process would help you make them with evidence.

Chile time (Santiago) · GMT -03:00

No available times in the coming days. Write to me at carmen@freed.tools and we'll coordinate.