Brian Rhea Brian Rhea

JTBD Research
Done for You

Professional expertise and experience to drive your product's success.

  • Get rid of chaotic roadmaps
  • Reduce high customer churn
  • Stop building features that flop
  • Fix misalignment across your teams
  • Improve ineffective marketing campaigns

Trusted by


With over a decade's experience with global teams, I've refined my process to deliver insights you can use.

Here's what to expect

Week 1


The best partnerships start with understanding. Our kickoff focuses on learning the ins and outs of your business so I can fully support your success.

Collaborative Strategy
We'll have an open discussion to align on your business goals, ideal customers, and the key questions you need answered.
Experience Your Business Firsthand
During a day of ridealongs, I'll get invaluable insights from your frontline team members who directly engage with customers.
Recruit Your Ideal Participants
We'll leverage our access to an extensive panel to recruit engaged participants or work with your team to recruit existing customers.
Weeks 2 & 3


I conduct in-depth customer interviews so you can base decisions on real human insights, not assumptions. This leads to products and messaging that powerfully resonate.

10 Interviews
With customers representing your target segments for diversity of thought
50 Minute Conversations
In comfortable settings that encourage authentic sharing
Dig Deep
Drawing out their emotions, motivations, and unspoken needs so you can address pain points
Listen Closely
Capturing telling quotes and phrases you can use in your messaging
Convert Learnings into Action
I highlight key insights you can implement to delight customers and grow revenue
Weeks 4 & 5


I supplement interviews with surveys to quantify insights at scale. This indicates which needs are most prevalent so you can prioritize accordingly.

Strategic Survey Design
Crafting probing questions based on our interview discoveries
Large Representative Sample
At least 400 responses from your target segments for statistical significance
In-Depth Analysis
Pinpointing which customer needs and pain points are most widespread
Insight Validation
Highlighting opportunities to align your whole company around
Week 6


I deliver an Insights Playbook so you can start improving customer experiences right away. This enables data-driven decision making across your organization.

Opportunity Dashboard
Interactive, quantified view of biggest customer needs and pain points
Customer Clusters
Segmented market analysis based on motivations, attitudes, and satisfaction
Job Map
50-100 desired outcomes
Messaging Framework
Guidelines for conveying your relevancy to customers
Interview Transcripts
Full text from interviews

Ready to level up your product?

I've helped business leaders in Product, Design, Engineering, Sales, and Operations acheive their goals.

“Hire Brian Rhea. The dude is seriously creative.”

Brad Feld
Managing Director, Foundry Group

“Working with Brian has been a gamechanger for us! He takes the guesswork out of innovation research!"”

Sabine Müller
Research & Insights Lead, LEGO Ventures

“Brian is the most gifted product strategist I've worked with in my career, and the things he taught us greatly impacted how I think about venture building today. He's extremely professional, very pleasant, and reliable.”

Anders Søndergaard
CEO, Coana

“Brian is a genius. The thoughtfulness and creative leadership he brings to a team is unparalleled.”

Andy Stone
Director of Digital Experience, NetApp

“Brian's skills and ability to innovate on the fly repeatedly pushed our projects farther than I thought was possible.”

Brett Wagner
Founder, Sidecar

“Brian is one of the most creative thinkers and doers that I know. His ability to generate a concept and then follow through with the execution is admirable. If Brian is on a project, you can trust in the quality and delivery of his participation.”

Brian Dodds
VP Sales, Dash Solutions

“Brian is a superstar. He is wicked smart, compassionate, able to distill complexity into manageable parts and to lead us through JTBD in ways our team could understand.”

Ed Kacic
President, Irvine Health Foundation

“Brian is one of the most discriminating product professionals I know. He's developed a methodical framework for evaluating what features should belong in a product and what features should be killed.”

Jason Hall
Managing Partner, S&H Captial

“Brian is a true visionary with a passion for excellence, knowing and communicating current and cutting edge technology and driving exceptional business results for clients. His exuberance and passion for creating and collaborating with his clients is outstanding!”

Jeff Hughes
Creative Design Director, United Airlines

“Brian is the master of taking a fresh idea, distilling it to its core, and packaging it perfectly for users.”

Jeff Stephens
Director of Engineering, ONEHOPE Wine

“I have always been impressed by the quality of Brian's work, the personal relationship he fosters, the value, punctuality and creativity he brings to every project.”

Mark Stone
Founder, The Info Group

“Brian is a leader among leaders, a brilliant product thinker, and a genuinely good man. I hope you have the chance to interact or collaborate with Brian - you will be better for it.”

Mike Taylor
Head of Client Experience, Real Kinetic

“Brian is the most gifted JTBD expert with whom I have had the opportunity to work. He brings a deep and intuitive appreciation for the outcomes that a user is trying to achieve. Brian's methodical and thoughtful approach to developing applications is rare and incredibly valuable.”

Ryan Hunter
Chief Revenue Officer, Spherex

Ready to level up your product?