For product leaders
Understand what people are really looking for when they choose a product.
There's a difference between what customers tell you they want and what buyers actually look for when they compare their options.
Ghosts shows the experiences and decisions behind real purchases: what sparks the search, what buyers expect, what they compare, what makes them hesitate and what makes one product the better choice. Go beyond feedback from the customers you already have.
The whole decision, start to finish
Where product teams look first.
1.The trigger
What made them start looking.
2.Research
Where they looked and what they wanted to know.
3.The shortlist
Who they found, and who made the cut.
4.Comparison
What they weighed, and what gave them doubts.
5.The decision
Who they chose, or whether they bought at all.
What you’ll discover
Unmet needs
The problems, frustrations and hopes that send people looking for a solution.
What buyers expect
What people expect from the products and services they're weighing up.
Where competitors are ahead
Which features and experiences make competing products more attractive.
Purchase barriers
What creates doubt, adds friction or makes a buyer walk away from a decision.
Evidence for priorities
Real buying decisions to point at when you choose what to improve and where to stand apart.
What every story on Ghosts has in common
Purchases can be verified
Buyers can check a purchase with a receipt. Every debrief shows whether it's verified, so a checked purchase never reads the same as an unchecked one.
Anonymous to you
Buyers tell it without their name reaching the businesses they talk about. That's why they tell it straight.
Told by the buyer
The decision in the words of the person who made it, not a guess written into a CRM afterwards.
The whole shortlist
Every business they considered, and how far each one got. Including the ones that never made it.