Recently, a major global player in the pulp & paper sector needed a deep analysis of a core part of their customer experience and value delivery. Not a satisfaction score. Not a quick survey. A real exploration of what customers actually experience, across regions, cultures, and languages.

They knew a generic agency couldn’t deliver that level of depth. They needed someone who already understood the value chain, the terminology, the customer dynamics, and could run meaningful, native-language interviews worldwide.

That's why they turned to Opticom.

The outcome? Rich, actionable insight and a clear strategic direction. Or as they put it: “They gave us exactly what we wanted. We felt heard.”

That’s the difference industry knowledge makes. If you don’t understand the ecosystem, you don’t know which assumptions to challenge, or which questions even matter.

Our interviews often run an hour or more. Not because we love long conversations, but because real insight rarely fits into a checkbox. That’s why we’re upgrading our entire data system to better capture deep, technical, open-ended responses, the kind generic tools aren’t built for. 

The uncomfortable truth: If your decisions depend on nuance, complexity and industry specific insight, three-word answers won’t get you there.

And hiring a generalist to decode your industry is like hiring a general lawyer to file your patent, possible, yes, but rarely wise.

 In today’s market, industry expertise isn’t a luxury. It’s your last unfair advantage.