You probably know where customers churn.
Do you know why?
Upstream combines your data with a behavioral lens to uncover what's driving customers away, then hands you five practical experiments to change it.
Five behaviorally grounded experiments, built from data you already have, ready to run in two weeks.
Certainty got expensive.
Waiting is now the risk.
The old model for turning research into growth was built for a world where taking action was expensive: development hours, resource deployment, real implementation risk. Waiting for certainty was the responsible choice. That math has flipped. When testing something live costs almost nothing, certainty becomes the expensive tradeoff and speed becomes the safe one.
Most growth teams already operate this way. What hasn't caught up is how they coordinate action from research: a process still calibrated to the old certainty bar can't keep pace with partners who no longer wait for one.
From existing insight
to five testable bets
No new primary research required. Upstream reviews the customer and market data you already have, filters it for the elements that actually carry behavior-change logic, and scopes what's left into experiments sized to what your team controls, a single function or a coordinated set.
A method rooted in behavioral impact
Their data only showed use among people who already relied on CGM. It could not show what held everyone else back, because people who never formed the habit left nothing to analyze.
Their data showed pieces of the readmission picture, but not the actions that decided it. Those happened after discharge, during rehab, where problems went unreported until the patient was back in the hospital.
The satisfaction metric leaned heavily on an outcome largely outside the team's control, which made it hard to move and nearly impossible to design for. The work identified what else shaped how people perceived that outcome.
Their data recorded where shoppers left. It could not record why, or who they went to ask. The drop happened one step before checkout, while the decision still felt unsettled, and nothing on the roadmap was aimed at that moment.
"Upstream's process opened our minds to new ways of addressing our users' needs and approaches for our products to cross from early adopters to the majority."
Dexcom
Director of Research & Development
The same method,
applied for years.
This is the same underlying model Upstream has applied for organizations across scale and category for years, not a new offering built speculatively. An interdisciplinary team brings 20+ years of combined industry and consulting experience, with recent work for some of the largest organizations globally.
One measure of whether a method holds up: the Alzheimer's Association has used Upstream's Path to Diagnosis framework for nearly eight years to align leadership on the behavioral journey of people living with the disease and their caregivers.
More effective experiments
might be closer than you think.
As you churn through ideas, the solution might not be more brainstorming or opening up for more and more perspectives. That can lead to the opposite result: less impact, more noise, and more confusion even when things work out. Upstream finds teams get the most out of their institutional knowledge with better experimental design, rooted in proven decision-making logic.