Customer Research

Overview

Replace internal guesses with recent, attributable buyer evidence. This skill focuses on what people actually did and why they changed—not feature wish lists or hypothetical purchase intent. It produces reusable artifacts that can feed positioning, campaigns, product decisions, sales enablement, onboarding, and retention work.

When to Use

• ICP, personas, or messaging are based mainly on internal opinion.
• A team needs buyer, churn, activation, or competitor-switch interviews.
• Funnel data shows what happened but not why.
• The user asks for voice-of-customer research, Jobs-to-be-Done interviews, message mining, or buying-journey research.
• A downstream skill needs sourced customer language rather than invented copy.

Authoritative Foundations