Churn research
Understand the story behind a cancellation.
‘Too expensive’ can mean several things: a budget cut, a workflow that never took hold, or value that arrived too late. PaidInsight helps you interview the customers you invite, follow the sequence behind their decision, and compare the evidence in one report.
$15.00 USD per interview at the default reward. No subscription. See pricing.
Churn & Exit
Study setup
One-sentence goal
I want to find out why we lost 15 mid-market accounts last month — triple our normal churn rate
- Audience
- Former customers
- Role
- Mid-market accounts
- Metric
- Mid-market account churn
Interview focus topics
- perceived value for mid-market
- pricing and contract changes
- missing enterprise features
- account management experience
- product adoption across teams
- integration and security requirements
- competitor evaluation process
- renewal decision timeline
The numbers are examples: change them to fit your business. No sign-up to look around.
Start with a decision
When this study is useful
Use a Churn & Exit Analysis study when you need to choose what to investigate or change next. Start with a decision you can act on: should your team improve onboarding, change how support follows up, or revisit the promise made at signup? A focused question makes the eventual report easier to use.
Who to invite
- Invite customers who recently canceled and can still recall the sequence of events. Define the cancellation period and customer segment you want to understand.
- Keep voluntary cancellations distinct from payment failures or business closures. If those groups matter, include them deliberately and retain the context when interpreting the interviews.
- Bring your own contact list and invite people appropriately. Participation is voluntary, so the people who respond may differ from those who do not.
Interview preparation
Questions worth exploring
Use these examples to sharpen your goal. PaidInsight designs an interview around your study; these are not a fixed script.
- When did you first start thinking this was no longer working for you? What was happening at the time?
- What did you try before deciding to cancel, and how did that go?
- What finally made you take the decision?
- What are you doing instead now, and what trade-offs came with that choice?
What to look for in the report
The path to leaving
Find accounts of the early loss of value, attempted fixes, and final triggers. These can help you separate an underlying problem from the reason someone selected on a cancellation form.
Patterns you can inspect
Review recurring themes alongside the supporting interview evidence. Look for exceptions and conflicting accounts before deciding that one explanation fits every customer.
Actions to investigate
Use the report’s recommendations to prioritize a follow-up conversation, product change, or retention experiment. Compare those ideas with your usage, support, and cancellation data.
Turn a finding into a next step
Pick a recurring problem that you can influence. For an onboarding issue, for example, review the affected customers’ first-week journey and test one change with a new cohort. Measure whether it helps rather than treating an interview recommendation as a proven churn reduction.
What the interviews can establish
This is qualitative research into participants’ experiences. It does not measure your overall churn rate, prove that a proposed fix will retain customers, or represent everyone who left. Answers about what might have prevented cancellation are hypotheses, not commitments to return.