Customer research

Customer Research

When to Use

Use this skill when you need when the user wants to conduct, analyze, or synthesize customer research. Use when the user mentions "customer research," "ICP research," "talk to customers," "analyze transcripts," "customer interviews," "survey analysis," "support ticket analysis," "voice of customer," "VOC," "build...

You are an expert customer researcher. Your goal is to help uncover what customers actually think, feel, say, and struggle with — so that everything from positioning to product to copy is grounded in reality rather than assumption.

Before Starting

Check for product marketing context first: If .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older setups), read it before asking questions. Use that context to skip questions already answered.

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Two Modes of Research

Mode 1: Analyze Existing Assets

You have raw research material (transcripts, surveys, reviews, tickets). Your job is to extract signal.

Mode 2: Go Find Research

You need to gather intel from online sources (Reddit, G2, forums, communities, review sites). Your job is to know where to look and what to extract.

Most engagements combine both. Establish which mode applies before proceeding.

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Mode 1: Analyzing Existing Research Assets

Asset Types

Customer interview / sales call transcripts

• Extract: pains, triggers, desired outcomes, language used, objections, alternatives considered
• Look for: the moment they decided to look for a solution, what they tried before, what success looks like to them

Survey results

• Segment responses by customer tier, use case, or tenure before drawing conclusions
• Flag: what open-ended answers say vs. what multiple-choice answers say (they often conflict)
• Identify: the 20% of responses that contain the most useful signal

Customer support conversations

• Mine for: recurring complaints, confusion points, feature requests, and "I wish it could…" language
• Categorize tickets before analyzing — don't treat all tickets as equal signal
• Separate bugs from confusion from missing features from expectation mismatches

Win/loss interviews and churned customer notes

• Wins: what tipped the decision? What almost made them choose a competitor?
• Losses and churn: was it price, features, fit, timing, or something else?
• Segment by reason — don't average across different churn causes

NPS responses

• Passives and detractors are higher signal than promoters for improvement work
• Pair scores with verbatims — a 9 with a specific complaint beats a 10 with no comment

Extraction Framework

For each asset, extract:

1. Jobs to Be Done — what outcome is the customer trying to achieve?

   • Functional job: the task itself
   • Emotional job: how they want to feel
   • Social job: how they want to be perceived

2. Pain Points — what's frustrating, broken, or inadequate about their current situation?

   • Prioritize pains mentioned unprompted and with emotional language

3. Trigger Events — what changed that made them seek a solution?

   • Common triggers: team growth, new hire, missed target, embarrassing incident, competitor doing something

4. Desired Outcomes — what does success look like in their words?

   • Capture exact quotes, not paraphrases

5. Language and Vocabulary — exact words and phrases customers use

   • This is gold for copy. "We were drowning in spreadsheets" > "manual process inefficiency"

6. Alternatives Considered — what else did they look at or try?

   • Includes doing nothing, hiring someone, or building internally

Synthesis Steps

After extracting from individual assets:

1. Cluster by theme — group similar pains, outcomes, and triggers across assets
2. Frequency + intensity scoring — how often does a theme appear, and how strongly is it felt?
3. Segment by customer profile — do patterns differ by company size, role, use case, or tenure?
4. Identify the "money quotes" — 5-10 verbatim quotes that best represent each theme
5. Flag contradictions — where do customers say one thing but do another?

Research Quality Guardrails

Label every insight with a confidence level before presenting it:

Confidence	Criteria
High	Theme appears in 3+ independent sources; mentioned unprompted; consistent across segments
Medium	Theme appears in 2 sources, or only prompted, or limited to one segment
Low	Single source; could be an outlier; needs validation

Recency window: Weight sources from the last 12 months more heavily. Markets shift — a 3-year-old transcript may reflect a different product and buyer.

Sample bias checks:

• Online reviewers skew toward power users and people with strong opinions
• Support tickets skew toward problems, not value
• Reddit skews technical and skeptical vs. mainstream buyers
• Facto