Define two groups
Buyers and non-buyers. Retained and churned. Your market and a competitor's. The comparison has to matter commercially.
- Reviews and calls
- Surveys and open text
- Competitor and category language
We turn unstructured language into decisions you can act on. Built on linguistic expertise, delivered with commercial clarity.
Capodan is run by published linguists.
Published linguist. MA, BA (Hons), doctoral research. A decade applying language evidence to commercial decisions.
Buyers and non-buyers. Retained and churned. Your market and a competitor's. The comparison has to matter commercially.
We find what shows up disproportionately in one group versus the other. Frequency, likelihood, and the words people actually use.
The finding, the evidence behind it, and what to change.
What people say isn’t always what they mean. We surface the gap and show how to use it. For over a decade we’ve worked at the intersection of communication and strategy, helping teams act on what truly drives decisions.
Most work in this space describes one group. We compare two, and measure what separates them. That difference is harder to argue with than an opinion about what customers want, and it points at something specific to change.
Evidence-led linguistic analysis paired with practical templates.
Cleaner propositions, fewer objections, faster adoption.