Customer Research
Methods for gathering customer insights through interviews, surveys, and jobs-to-be-done research.
21 articles
Customer Journey Mapping from Research: Turning Insights Into Actionable Maps
Journey maps only matter if they change what you build and how you sell. Here's how to create maps grounded in research...
How to Reduce Bias in Customer Research (Without a PhD in Statistics)
Every research study contains bias. The question isn't whether you have bias, but whether you're aware of it and...
Research Incentives That Actually Motivate Participation
Cash isn't always the best incentive for research participants. Here's how to structure compensation that drives...
Building a Customer Research Panel: Creating Your Always-On Source of Feedback
Recruiting participants for every research project is slow and expensive. A research panel gives you pre-qualified...
Customer Research for Pricing Decisions: What to Ask and How to Interpret Answers
Customers won't tell you what they'll pay. But the right research questions reveal willingness-to-pay, price...
Recruiting the Right Research Participants Without Breaking the Bank
Finding quality research participants is harder than running the research itself. Here's how to build a recruitment...
Running Remote Customer Research That Rivals In-Person Quality
Remote research is now the default, not the exception. Here's how to run remote interviews and usability tests that...
Customer Segmentation Research: Finding the Patterns That Define Your Best Customers
Not all customers are created equal. Segmentation research reveals which customers succeed, why they succeed, and how to...
Ethnographic Research for Product Teams: Watching Customers Work in Their Natural Environment
Interviews tell you what customers think. Ethnography shows you what they actually do—in context, in their environment,...
Jobs-to-Be-Done Research: Uncovering Why Customers Actually Hire Your Product
Customers don't buy products—they hire them to make progress. JTBD research reveals the real job your product does and...
Qual vs. Quant Research: When to Interview Customers and When to Survey Them
Qualitative research tells you why. Quantitative research tells you how many. Here's how to choose the right method for...
Research Operations for Lean Teams: Running Customer Research Without Dedicated Researchers
You don't need a research team to do rigorous customer research. Here's how to build research ops that work when...
Research Synthesis: Turning Raw Customer Feedback Into Actionable Insights
Interview transcripts and survey responses aren't insights. Synthesis transforms scattered data into patterns that...
Stakeholder Interviews for Customer Understanding: Mining Internal Knowledge Before External Research
Your sales and CS teams talk to customers every day. Interviewing them first saves time and focuses your research on the...
User Testing for B2B Products: Finding Usability Issues Before Customers Do
B2B user testing isn't just for consumer apps. Here's how to test complex workflows, catch friction, and validate...
Building Voice of Customer Programs That Scale: From Ad-Hoc Feedback to Systematic Insights
Everyone talks to customers. Few companies systematically capture and act on what they hear. Here's how to build VoC...
Customer Interview Guide: Jobs-to-be-Done Without the BS
I spent two years asking customers what features they wanted. Then I learned to ask what job they were trying to do....
Buyer Persona Development: How to Build Personas That Actually Inform GTM Strategy
Most buyer personas are useless fluff. Here's how to create personas based on real research that drive decisions.
Customer Advisory Board: How to Build a CAB That Drives Product Innovation and Reference Customers
Random customer feedback leads nowhere. Here's how to build a structured customer advisory board that drives decisions.
Customer Interview Techniques: How to Get Honest Feedback That Actually Helps
Most customer interviews yield polite lies. Here's how to run interviews that uncover real insights for product...
Voice of Customer Programs: How to Systematically Collect and Act on Customer Feedback
Random customer feedback is noise. Here's the framework for structured VoC programs that drive product decisions.