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PMF Insights helps early-stage companies accelerate
their time to product market fit (PMF) by infusing customer feedback into the product
development process.


PMF Insights helps early-stage companies better understand their customers and infuse those learnings into the early stage product development process.

Engaging with your customers (or potential customers) and learning about them and what they think of your product and the problems it seeks to solve can be done quickly and cost effectively through a variety of research methods, including:

  • In-depth interviews with existing or potential customers

  • Target audience identification, including persona development

  • Participatory design workshop with customers

  • Low fidelity concept testing via exposure to concept or mock

  • High fidelity concept testing via exposure to MVP

  • Moderated / unmoderated usability testing

  • Quantitative-based feature prioritization

  • Competitive assessments

  • Workshop designed to improve how you interview customers


Infuse customer feedback into your product development process

Casual Office Meeting - Helping startups accelerate their time to product market fit through deeper customer insights


  • The engagement begins with a listening session focused on understanding more about you, your journey, and aspirations.

  • We’ll then dive into learning about your product, the problems it seeks to solve and for whom, what makes it unique, and where it is along the product life cycle.

  • Ultimately, we want to come away with a clear understanding of knowledge gaps, that if filled, would accelerate your time to product market fit (PMF).

Meeting - Helping startups accelerate their time to product market fit through deeper customer insights


  • With a clear sense of prioritized knowledge gaps, we’ll build out the research plan.

  • The focus will be on moving at lightning speed, being pragmatic, and scrappy!

  • The research method (e.g. the technique we'll use to obtain customer feedback) will be customized to take into account the research priorities, your timeline, how developed your product is and how difficult (or not) it will be to engage with customers.

  • This isn't a time to sit back. I'm a big fan of including my clients directly in the data collection process!

Meeting - Helping startups accelerate their time to product market fit through deeper customer insights


  • Following the data collection phase, I will quickly synthesize insights and recommend how to incorporate learnings into your product iterations.

  • I will share these insights in a manner that is most useful to you.

  • My deliverables range from detailed reports, to hands-on workshops that enable us to collectively think through the product implications of our learnings and how we might develop a more systematic approach to integrating customer feedback into ongoing product iterations.


PMF Insights is a boutique research and product strategy consultancy led by Antony Barton. Antony brings significant experience working across the product development process in undertaking research to inform and inspire the design and development of new products, services, and experiences.

As a Director of Research at Meta, Antony led a mixed methods UX research team focused on driving innovation into Facebook Stories; and working with cross-functional partners in engineering, product management, data science, product design, and marketing in setting and executing product strategy. At Intel, he led global research teams driving insights into PC and data center product development and go-to-market strategy execution, targeting both consumer and B2B audiences.

His highly collaborative approach is based on listening and moving as quickly as possible to leverage the advantage of better understanding your customer as a way to accelerate time to product market fit (PMF).

A certified Hudson Institute Leadership coach, Antony also works with individual clients focused on improving their leadership and collaboration abilities, and how they can be more effective communicators. For more information on Antony's coaching practice, see the Leadership Coaching section.

Antony Barton - Helping startups accelerate their time to product market fit through deeper customer insights


“Antony was my research partner at Meta. He is a tremendous leader, fantastic team builder, and super strong advocate for the user. He quickly became a critical member of our leadership team, influencing our product strategy and decisions on which features to launch and which to stop - not just from his position as the research lead, but also his instinct as a product builder."

Alex Deve

Product Management Director at Facebook

“I collaborated with Antony during our time together at Intel. He played a critical role in the development and launch of some of our most innovative and profitable products.  He has a maniacal focus on bringing customer insights into product strategy development and go-to-market execution, making sure that we were building for the right audience and we were solving their most important problems.

Megan McDonagh

CMO, Amperity, ex-Intel

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