---
name: customer-research
description: Research customer problems, alternatives, triggers, objections, and language with traceable evidence that can change product or growth decisions.
---

# Customer Research

Start from a decision, not an open-ended persona exercise.

## Evidence order

Prefer first-party interviews/support/surveys/usage context when available; then direct public user discussions and reviews; then competitor/customer-facing material; use commentary and inferred personas only as lower-confidence context.

## Method

1. Define the decision: positioning, product priority, landing copy, channel, content question, pricing, or another concrete choice.
2. Segment by behavior, use case, urgency, constraints, and current alternative rather than demographics alone.
3. Capture problem language, trigger, desired outcome, current workaround, switching barrier, objections, proof required, and where the user seeks information.
4. Record source, date, population/context, quote versus inference, and confidence.
5. Look for convergence and contradictions. Do not turn a few vivid comments into market prevalence.
6. Translate evidence into testable implications for product, offer, message, content, channel, or onboarding.

## Deliver

Return a small segment/problem map, evidence table, unresolved questions, rejected assumptions, and recommended experiments. Never present a synthetic persona or model inference as a customer fact.