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Layne Russell

Co-founder & Principal Researcher

Layne Russell is co-founder and principal researcher at La Greca Research.

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Writing by Layne Russell

The trust recession: why buyers now discount vendor content

What actually drives B2B software renewals

The switch interview guide that finds the real "why"

Pricing research without the guesswork: a Van Westendorp kit

Win-loss interviews are lying to you — here is the fix

A message-testing plan that survives the real world

Buyers are testing you with AI before they ever call sales

Jobs-to-be-done, minus the theater

The 5 moments that decide whether a trial converts