Lia

And do the analytics first regardless. Half the answers are already sitting in your own data.

Before asking anybody, find out where they stopped. You probably already have this and have not looked.

For each of the thirty-eight, what was the last thing they did? You will typically find a small number of clusters:

Never got past signup. Never returned after the first session. That is not a product problem, it is a positioning or expectations problem - they arrived expecting something else.

Got stuck at a specific step. Connected nothing, imported nothing, never reached the point where the product does its thing. This is the big one and it is an onboarding problem.

Used it properly and left anyway. These are the interesting ones and usually the smallest group. They understood it and decided no, which is the only group whose opinion on value is worth anything.

The reason to do this first: the three groups need different questions, and asking all thirty-eight the same thing produces mush. Somebody who never returned cannot tell you about your pricing.

Most people discover the second cluster is the majority, which means the answer is not why did you not buy - it is that they never got far enough to have an opinion, and the fix is in the first ten minutes rather than in the product.