A free, self-paced textbook in 7 chapters. Read a chapter, then drill it with the 160 companion flashcards using spaced repetition.
Customer research is the disciplined process of learning how customers think, behave, and make decisions so teams can design better products and messaging. Its core value is reduci...
The workhorse of qualitative research is the customer interview, a structured conversation used to understand needs, context, workflows, frustrations, and decision criteria. Interv...
A user segment is a meaningful subset of customers who share similar goals, constraints, or behaviors. Recruiting quality participants for that segment is so important that weak fi...
A persona is a research-grounded archetype of a user segment that summarizes goals, behaviors, context, and frustrations to help teams empathize and design consistently. A persona...
Synthesis is the process of organizing notes into patterns, themes, and insights the team can use. It typically begins with affinity mapping, which groups observations into themes...
Quantitative research measures scale, frequency, and statistical confidence. Surveys are the most common instrument and rely on a set of design principles to reduce bias: questions...
Strong research is useless if it does not influence decisions, so output quality and timing matter as much as study design. A good output of customer research combines clear findin...