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Sage had launched Sage Copilot quickly to secure market advantage, but the live AI product faced a core challenge: customers needed to trust, control and rely on the assistant in real workflows. The team could not afford to iterate in hindsight — they needed real‑time insight to decide what users would actually trust, use, and pay for. The stakes were commercial adoption, product credibility (turning an early release into a trusted offering), and getting roadmap, pricing and go‑to‑market decisions right under live customer pressure.

Basis Global designed a live research programme that embedded customers directly in product development. The approach combined structured, face‑to‑face co‑creation sessions (engineers working with users to pressure‑test use cases and surface friction) with rapid‑turn quantitative testing to size demand, prioritise features and refine proposition quickly. This hybrid, in‑market methodology allowed decisions to be shaped in weeks rather than quarters.

The work reshaped Sage’s product roadmap, feature prioritisation, workflow design, AI messaging, pricing, packaging and go‑to‑market strategy. Copilot moved from a broad AI concept to a focused, trusted assistant and a halo product for the Sage brand. Measured outcomes reported include core workflows saving customers up to 30 minutes per day and payment workflows reducing time‑to‑payment by over a week. The programme also earned industry recognition (two consecutive MRS B2B awards) and established a repeatable model for building with customers in real time.