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5 rules of customer research worth repeating

When I plan a new customer research project I like to remind myself of the most important "rules". Here are those rules in a form of a small crib sheet.

Talk to your perfect customers first

The perfect customer has a problem, recognize a problem and is able to solve it.

Focus on customer problem

Don't talk solution. Don't sell. Don't defend your assumptions. 

Ask about the past and present experience

No future. No predictions. No "would you" questions.

Choose a medium people are comfortable with

Face-to-Face is the most informative. A phone is easy. Online - the fastest. 

Quantify your research results

Do research regularly. Iterate on the process. Look for patterns and commonalities. 

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