Do Less, Get More

The Catalytic Customer Paradox

As the founder of CoinJar Insights & Strategy, I’ve spent my career championing the power of research. The belief that more data leads to better decisions has long been central to how organizations operate—and for good reason. The right research can uncover hidden truths, validate strategies, and drive growth.

But today, I want to propose something radical, something that might even sound a little heretical for a consultancy specializing in customer insights: You should do less research.

Yes, you read that right. Do less. Spend less time, money, and energy casting wide nets. Instead, focus on a narrower, more potent group of individuals: Catalytic Customers.

The Cognitive Dissonance of “Less”

For a purveyor of customer insights to advocate for less research is a bit like a chef suggesting you eat fewer meals. It feels contradictory, even counterproductive. Isn’t the goal to gather as much information as possible to make well-informed decisions?

Not always. In an era where data is abundant but time and attention are scarce, the key isn’t to have more data—it’s to have the right data. And that’s where Catalytic Customers come in.

Catalytic Customers aren’t your average consumers. They’re not early adopters chasing the next big thing, nor are they influencers seeking attention. They’re deeply engaged, thoughtful, and forward-looking individuals who care enough to provide critical yet constructive feedback. They push your product to its limits, not for the sake of criticism, but because they believe in its potential.

Quality Over Quantity

Traditional market research often involves wide-ranging surveys, focus groups, and countless hours sifting through responses. The hope is that the sheer volume of insights will yield actionable truths. But in practice, this can lead to analysis paralysis or, worse, insights that are too generic to inspire bold action.

Catalytic Customers, on the other hand, bring a level of expertise, passion, and foresight that allows you to leapfrog much of the noise. By engaging deeply with a smaller group of these customers, you get clarity and precision that traditional methods often fail to provide.

To be clear, we're not suggesting you do no research. Rather, we want you to do the right kind of research with the right people.

The ROI of Focusing on Catalytic Customers

• Deeper Insights: Catalytic Customers don’t just point out flaws—they highlight opportunities. Their feedback often illuminates not just what’s broken, but what could be extraordinary.

  
  

• Speed to Insight: Instead of wading through mountains of data, you can quickly surface insights that matter most to your product and market.

  
  

• Validation Through Action: These customers are often so invested in your product’s success that they’ll validate ideas, test prototypes, and evangelize improvements with genuine enthusiasm.

  
  

• Strategic Focus: By concentrating on the customers who matter most, you allocate resources more efficiently, allowing you to act on insights with confidence and speed.

A Call to Action

Adopting this approach requires a mindset shift. It’s not about abandoning traditional research altogether but recognizing when less is more. It’s about having the courage to listen deeply to a few voices that matter, rather than many voices that merely echo.

At CoinJar Insights, we help our clients identify and engage these Catalytic Customers. It’s not always an easy sell—doing less research can feel risky and counterintuitive. But for organizations willing to embrace this focused approach, the rewards can be transformative.

The paradox is clear: In doing less, you gain more—more clarity, more relevance, more impact. It’s not just about gathering data; it’s about cultivating relationships with the people who will drive your success forward.

Are you ready to do less and achieve more?