What is the purpose of Customers Research?

• Is there is a real problem in the market
• How big and important is the problem to the users
• Will users be willing to pay to solve the problem
• What are the different user types and sub types (also know as segments)
• What are the factors that are important to the relevant segment(s) for using the product
• What are the drivers that will make users pay for the product

How to perform the Customers Research?

• Survey: Gather quantitative data on customer preferences, behaviors, and opinions through online surveys
• Interview: Conduct one-on-one interviews for in-depth qualitative insights into customer needs, motivations, and challenges
• Focus Group: Bring together small groups of potential customers to discuss and provide insights on their needs and behaviors
• Observational Study: Observe how potential users interact with similar products, if applicable, to uncover implicit needs and habits
• Social Media: Analyze the sentiment to understand needs and preferences

What are the outcomes of the Customers Research?

• Personas
  • User Persona
  • Buyer Persona (in case the buyer is not the same as the user - usually relevant for B2B)
• Pains and Gains (or Needs)
  • For each Persona
  • How important is each need for that Persona
• Customer Journey Map
  • Illustrates the current journey of the Persona emphasizing current pain points and opportunities