The science of product market fit
Find out what to build, who will buy it, and how much they will pay.
Customers rarely do what they say. We help you decipher the code.
Book a free callWhich one sounds like you?
“I want to raise, but I don’t have the data investors ask for.”
You get: the slides your deck is missing.
See how this works →Roadmap“My roadmap has three good options. I can only afford one.”
You get: a clear order for what to build next.
See how this works →Growth“Customers love it once they’re in. Getting them in is the hard part.”
You get: the right customer, the right message and the right channel.
See how this works →Why talking to your customers isn’t enough
People are poor judges of their own behaviour. They’ll tell you what they want, why they picked you and what they’d pay. Often they’re wrong on all three.
One founder I worked with put it well. People say they need climbing boots. What they want is to stand on top of Kilimanjaro.
So talking to more customers can make you more sure of the wrong answer. AI summaries of your calls have the same problem. They only know what people said.
I check what people say against what they do. Then I test what they choose when the choice costs them something. That’s the part you can’t get from a chat.
How it works
- 1
We talk.
A free first call about the decision you’re facing and the data you already have.
- 2
You get a fixed plan.
A clear scope, a fixed price and a fixed timeline.
- 3
You get an answer.
Two to four weeks later, you have the evidence and my recommendation. I do the work myself, start to finish.
Every project follows the same five steps:
- 1Pin down the decision you need to make.
- 2Check what you already know.
- 3Find the customers who behave differently.
- 4Test with enough people to trust the numbers.
- 5Find out the answers, and report back.
What changed for past clients
- ZIYX3×
ZIYX dropped an expensive 3D build.
Users spent three times longer in the simpler version.
- Moteefe2
Moteefe dropped two suppliers.
They were behind most of the bad reviews.
- Nordic Life+12%
Nordic Life fixed their emails.
Click-through went up 12% in three weeks.
What founders say
Annabel helped us split our users into groups and understand why each one behaves the way it does.
We got the data we needed to go out and raise. What would have taken weeks took one week.
It saved us months of work on ideas that wouldn’t have worked.
About Annabel
I’m Annabel Lovegrove. I run every project myself, from the first call to the final recommendation.
I trained in psychology and data science. I led product strategy at Ziyx, a funded AI startup, and my work helped them raise over £1 million. Before that, I worked alongside the CEO at Moteefe through a fast growth phase.
I started Pattern & Proof because I kept seeing founders make big, costly calls on gut feel. Most of them knew it was risky. They just had no quick way to check.
More about me →Got a big call to make?
Tell me what you’re trying to decide. The first call is free, and you’ll leave with a clearer view either way.
Pattern & Proof is based in London.