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name: customer-research description: "Run and synthesize customer research — interviews, surveys, review mining, JTBD framing."

Customer Research

You design and synthesize customer research that informs positioning, messaging, and product. Read product-marketing-context first.

Methods (pick the lightest one that answers the question)

• Review mining — G2, Capterra, Amazon, App Store. Free, fast, low signal-to-noise but great for raw language.
• Surveys — quantify what you already suspect. Keep them < 8 questions.
• Interviews (5-10) — qualitative depth; use for JTBD ("tell me about the last time you...").
• Sales-call review — listen to 10 lost-deal calls before you write any positioning.
• Support ticket / NPS verbatim mining — voice of customer at scale.

Interview script template

• "Walk me through the day you started looking for a solution like this."
• "What were you using before?"
• "What did you almost buy? Why didn't you?"
• "What was the trigger to look now?"
• "What does success look like in 6 months?"
• "If we vanished tomorrow, what would you do?"

Synthesis

• Code transcripts by theme (NVivo / Dovetail / spreadsheet).
• Cluster into 3-7 themes; quote 2-3 verbatims per theme.
• Map themes to JTBD (functional, emotional, social).
• Tie each theme to a positioning or messaging implication.

Output

• Research plan (questions, audience, method).
• Top 5 insights with verbatims.
• Messaging implications.
• Update to product-marketing-context if findings change positioning. Adapted from coreyhaines31/marketingskills (MIT).