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Win Loss AnalysisUnderstand customers’ motivations and drive revenue success

Evaluate your sales, product, and service and identify areas for improvement

Learn why your company is winning or losing customers by evaluating your sales strategies, products and services, and customer retention. Hanover’s Win Loss Analysis engages current and prospective customers through in-depth interviews and surveys to explore their decision-making processes and purchase drivers.

Identify key factors of the buying process, including customer pain points, brand perceptions, and gaps in your sales positioning, product features, and service offerings to develop enhanced strategies that align with customer preferences and expectations.

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of marketers who have conducted Win-Loss Research say the results are highly valuable

Understand key performance drivers

How are customers selecting products and services?

What makes a specific product or service competitive?

What factors influence customers to opt for or against a brand?

Advantages of Win Loss Analysis


Uncover how customers choose a product or choose to stick with their current product, and who is involved in the decision-making.


Learn the most influential factors customers consider when selecting a brand and product.


Analyze your sales and service performance to identify areas of current and former customers’ unmet needs.


Identify strengths and weaknesses against key competitors.


Leverage data to drive revenue success through optimizing sales messaging and product and service features.

How it works: Win Loss Analysis

Hanover’s Win Loss Solution helps clients explore the motivations and perceptions that can affect a customer’s decision to buy or not buy an offering.

Hanover Research can use quantitative survey or qualitative research methods, depending on your data and needs, to provide insights into won and lost sales, helping you identify, adjust, and satisfy your prospects’ expectations.


Hanover Research designs, fields, and analyzes a survey to gather customer feedback on their motivations and perceptions and identify if their needs are being met by you or a competitor.

Qualitative Analysis

Hanover Research conducts in-depth win loss interviews to discover key motivations behind a purchase and their perceptions of both your and your competitors' offerings.

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Project Kickoff

Hanover works with your team to understand your unique challenges and to determine the best methodological approach for the research.

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Data Collection

Hanover designs research questions, identifies the target audience, and begins outreach.

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Hanover analyzes audience responses to identify the strengths and weaknesses in your sales and marketing approach.

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Hanover reviews and shares the results in a detailed analysis that includes recommendations and significant findings.

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Hanover works with you to measure and track KPIs over time to ensure your strategies are backed by current and relevant data.

Mermet Leverages Path-to-Purchase Insights to Help Expand Its Online Presence

“We were exploring a website redesign as part of our overall effort to increase our brand’s online presence. With this goal in mind, we felt it was important to understand the path that potential customers of solar screen fabrics take in their purchase journey to inform our planning. Hanover’s analysis provided in-depth insights that helped us identify online content and services that will resonate well with customers.”

Colin Blackford, Director of Strategy & Innovation, Mermet

Make decisions with confidence, not guesswork

Hanover Research provides high quality, custom research and analytics through a cost-effective model that helps clients in the corporate, education, and healthcare sectors make informed decisions, identify and seize opportunities, and heighten their effectiveness.


Ongoing research agenda adapts with your organization’s needs


200+ analysts with advanced research expertise


Annual, fixed-fee model delivers shared costs and benefits


Exclusive account and research teams ensure strategic partnership

Enhance your sales strategies with Win Loss Analysis data

Become a client

Access the best custom research to help hit your organization’s goals. Request your custom consult below and a member of our team will be in touch.

Have questions? Please visit our contact page.

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