customer research
Studying your buyers
Customer research is the systematic gathering and analysis of information about the people who buy or might buy a product or service.
It encompasses surveys, interviews, focus groups, and analysis of purchasing behavior to understand customer needs, preferences, and pain points.
Businesses use customer research to inform product development, marketing strategies, and service improvements.
The customer research revealed that price wasn't the barrier—it was confusion about how to use the product.
Problems causing frustration
- motivationsReasons for acting
- preferencesFavored options among alternatives
- needsEssential requirements
- behaviorsObservable actions of individuals
attitudes · personas · psychographics · mental models · unmet needs · moments of truth · emotional triggers · expectations
Formal evaluative conversations
- surveysSystematic information gathering
- focus groupsGuided consumer feedback sessions
- ethnographySystematic study of peoples
- observationAttentive watching or remark
field studies · A/B testing · prototype testing · eye tracking · intercepts · mystery shopping · home visits · co-creation
Extracting insights from datasets
- segmentationDivision into sections
- behavioral analysisStudy of conduct patterns
- metricsStandards for assessment
- KPIsMeasurable performance benchmarks
conversion rate · churn rate · retention rate · data visualization · statistical significance · sample size · quantitative · big data
Seeking new personnel
- screeningEvaluative selection process
- incentivesRewards prompting action
- demographicsStatistical population characteristics
- sampleSubset for study
respondents · panelists · moderator · facilitator · informed consent · confidentiality · quotas · representativeness
Written versions of speech
- codingWriting software instructions
- pattern recognitionIdentifying regularities in inputs
- report writingComposing formal summaries
- storytellingRecounting events aloud
recommendations · presentation · video clips · highlight reels · frameworks · prioritization · executive summary · findings
pain points
Problems causing frustration
- motivationsReasons for acting
- preferencesFavored options among alternatives
- needsEssential requirements
behaviors · attitudes · personas · psychographics · mental models · unmet needs · moments of truth · emotional triggers · expectations
interviews
Formal evaluative conversations
- surveysSystematic information gathering
- focus groupsGuided consumer feedback sessions
- ethnographySystematic study of peoples
observation · field studies · A/B testing · prototype testing · eye tracking · intercepts · mystery shopping · home visits · co-creation
data mining
Extracting insights from datasets
- segmentationDivision into sections
- behavioral analysisStudy of conduct patterns
- metricsStandards for assessment
KPIs · conversion rate · churn rate · retention rate · data visualization · statistical significance · sample size · quantitative · big data · dashboards
recruitment
Seeking new personnel
- screeningEvaluative selection process
- incentivesRewards prompting action
- demographicsStatistical population characteristics
sample · respondents · panelists · moderator · facilitator · informed consent · confidentiality · quotas · representativeness · target audience
transcripts
Written versions of speech
- codingWriting software instructions
- pattern recognitionIdentifying regularities in inputs
- report writingComposing formal summaries
storytelling · recommendations · presentation · video clips · highlight reels · frameworks · prioritization · executive summary · findings · implications
customer researchguesswork
Conclusions drawn without proof
assumption · gut feeling · intuition · speculation · conjecture
customer researchmarketing
Promoting goods to consumers
advertising · sales pitch · promotional campaigns · broadcasting
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