Effective Customer Research

Lesson

4

Knowing your company’s purpose and your product’s position in the market are important -- but they’re only half the battle. Successful marketing also requires a deep understanding of who your customers are, what motivates them, and why they chose your product.

In this lesson, you’ll learn how to conduct basic customer research, so you can uncover these crucial customer insights -- and leverage them to make smarter decisions about your positioning, messaging, and marketing strategy.

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Lesson Materials
Action Items
Additional Resources

Customer Survey & Interview Resources [Google Doc]

25 Customer Interview Questions [Google Doc]

Website Visitor Survey Resources [Google Doc]

Effective Customer Research Lesson Slides [PDF]

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This lesson doesn't include any additional materials.

Part 1: start collecting customer research

  • Set up customer survey. You can use the template found in Customer Survey and Interview Resources.
  • Identify 100-200 ideal customers
  • Send them survey invites via email (invitation templates also found in Customer Survey and Interview Resources).

Goal: collect 25-50 customer responses minimum over the next several weeks


Part 2: start collecting website visitor research

Goal: collect 25-50 website visitor responses minimum over the next several weeks

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This lesson doesn't include any additional action items.

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