Understand Customers

Build an evidence base about customer behavior, not a flattering persona.

Select the research mode

1. Read .business/context.md, metrics, and existing .business/evidence/.
2. Define the decision this research must inform.
3. Choose evidence sources appropriate to the question:
   • interviews and observation;
   • sales, support, churn, and win-loss records;
   • usage or purchase behavior;
   • surveys for measurement after qualitative discovery;
   • external research for context, not as a substitute for direct evidence.
4. Define sampling boundaries and missing populations.

Plan or analyze

For new interviews: