Hey there! 👋
Customer research is one of the most valuable things you can do as a marketer or business owner. But let’s be honest; it’s also one of the easiest things to put off. Maybe it seems too expensive, too time-consuming, or just too complicated.
Ignoring research to save time and money rarely pays off in the long run. If you’re making decisions based on guesswork instead of real customer insights, you’re likely wasting time and money on:
- Messaging that doesn’t connect.
- Campaigns that don’t convert.
- Strategies that miss the mark.
The good news? A simple approach combining conversations, existing data, and surveys can quickly give you a clear picture of what your customers need and why they buy.
3 Simple Ways to Start Customer Research
1. Talk to your customers
A few honest conversations can give you insights you won’t get from spreadsheets. Customers will tell you what really influenced their decision, what almost stopped them, and what they value most about your product or service.
How to Get Started:
- Talk to 5–10 recent buyers or engaged users.
- Keep it casual. This isn’t a sales call.
- Ask open-ended questions like:
- “What almost stopped you from buying?”
- “What was happening when you started looking for a solution?”
- “What alternatives did you consider, and why did you choose us?”
These conversations help you see things from your customer’s perspective, giving you real words and emotions to use in your marketing.
2. Review your existing data
Your customers are already telling you what they think, if you know where to look.
Check these sources:
- Your own feedback channels (support tickets, sales calls, chat logs).
- Public reviews (competitor products, industry forums, Reddit).
- Social media (LinkedIn, Twitter, Facebook groups).
What to Focus On:
- Recurring frustrations. What do customers complain about most?
- Common desires. What features or benefits do they mention again and again?
- Key phrases. How do they describe their problems and goals?
Reviewing data helps confirm what you hear in interviews and shows how widespread certain themes are among your audience.
3. Run a simple survey
Once you’ve spotted common themes, surveys help you understand how widespread they are across your audience.
Tips for Better Surveys:
- Keep it short: 5 to 7 key questions is usually enough.
- Focus on pain points, decision-making, and hesitations.
- Use a mix of question types:
- Multiple-choice questions to track trends.
- Open-ended questions to capture deeper insights.
Example:
If interviews reveal that price hesitation is a big concern, a survey can help you measure just how many customers feel the same way. If 70% of respondents mention pricing as a factor, you now have clear data to guide your messaging and offers.
Wrapping up
Customer research doesn’t have to be overwhelming. A few well-placed conversations, a review of existing feedback, and a quick survey can give you insights that make all the difference.