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Customer Research

Learn how to plan, conduct, and analyze customer research effectively. Identify information, schedule interviews, and analyze results to inform decision-making. Keep documentation of findings for validation.

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Customer Research

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  1. Customer Research BCE

  2. Plan your research: Information • Identify the information you want to collect • Use the Customer Profile Worksheet as a guide • Decide on how you will collect it • Interviews • Observations • Other (experts, competitors, etc…..NOT the most desired method) • Make up questions to ask only as a “backup” to the “pregnant pause”… Keep it flowing

  3. Plan your research: customer sample • Identify at least 10 members of your target customer group to interview or observe • You will be talking to 5 of these • You may use the same 5 for your test of the offering • In real world, • You might have experience with your customer • On the job • As a member of the class • You would want at least 30 members of your target customer group

  4. Schedule customer interviews • Schedule times for research. • Confirm times available for interviews and observations • You have only 1 week to conduct your research • Schedule in advance and be prepared for contingencies • You must complete your research and analysis to move on to subsequent BCE Steps • Once behind, you will need to use a class scheduled “BCE CATCH-UP” session • If no BCE CATCH-UP session is available, you will not be able to complete the work of the course.

  5. Conduct your research • Read the material on “Customer Interviews” • Research is done on your own outside of class. • KEEP DOCUMENTATION OF YOUR FINDINGS • Can be informal notes • Include contact information to validate.

  6. Analyze the results • Use the Customer Profile Worksheet as a guide

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