Customer research plan
Clarify research goals, identify customer segments, and choose your methodsUse template
About the customer research plan template
Understanding customers is essential to building a lovable product. The more you know what customers need, the more equipped you are to solve their problems.
This template provides a central place to capture your overall strategy and plans for customer research. With sections for identifying objectives, focus areas, target customers, research methods, and more, you will be well-positioned to conduct research in a way that is thoughtfully considered and data-driven.
Research might not be able to tell you where to go next, but it can help you confirm or deny assumptions about what your customers want, how they use your product, and their overall experience. Collecting, consolidating, and analyzing all the information in one place helps to illuminate the right opportunities to pursue.
Establish a customer research plan that will help you make more informed product decisions.
Start with objectives
Get clear on what you want to achieve — setting goals that are purposeful, measurable, and support the overall direction of your product. The insights you gather are only beneficial if you know what decisions they will influence.
Specify areas of focus
Narrow in on the areas of focus that you want to include in your research efforts — such as a group of related ideas or upcoming features.
Concentrate on the right customers
Identify the target personas, customer segments, and organizations that will gain the most value from the ideas and features you want to research. Layer in other information, like product usage data, to further inform who you reach out to.
Select research methods and set your timeline
Aim to balance quantitative and qualitative methods so you can consider hard numbers alongside human insights as part of your analysis. Note the activities that will make up your research, what needs to happen, and when. @mention teammates in the template to keep everyone aligned on the plan.
Summarize and analyzing your findings
Distill learnings into a concise summary that the team can digest and capture any action items you need to follow up on.
- What is a business model?
- What is customer experience?
- What is the Complete Product Experience (CPE)?
- What is a customer journey map?
- What is product-led growth?
- What are the types of business transformation?
- What is enterprise transformation?
- What is digital transformation?
- What is the role of product management in enterprise transformation?
- What is a Minimum Viable Product (MVP)?
- What is a Minimum Lovable Product (MLP)?
- What is product vision?
- How to set product strategy
- What is product-market fit?
- What is product differentiation?
- How to position your product
- How to price your product
- What are product goals and initiatives?
- How to set product goals
- How to set product initiatives
- What is product value?
- What is value-based product development?
- 10Ps marketing matrix
- 2x2 prioritization matrix
- Business model
- Customer journey map
- Lean canvas
- Porter's 5 forces
- Segment profile
- Strategic roadmap
- SWOT analysis
- Collections: Business model
- Collections: SWOT
- Collections: Objectives and key results (OKR)
- Collections: Product positioning
- Collections: Market positioning
- Collections: Marketing strategy
- 2x2 prioritization matrix
- Kanban board
- Feature requirement
- Market requirements document (MRD)
- PI board
- Pros and cons
- Release roadmap
- ROAM board
- User story map
- Collections: Product development process
- Collections: MRD
- Collections: PRD
- Collections: Gantt chart
- Collections: User story and mapping
- Collections: Feature definition checklist
- Common product development methodologies
- Common agile development methodologies
- What is agile product management?
- What is agile software development?
- What is waterfall product management?
- What is agile transformation?
- Agile vs. lean
- Agile vs. waterfall
- What is an agile roadmap?
- What is an agile retrospective?
- Best practices of agile development teams
- What is a burndown chart?
- What is issue tracking?
- Introduction to agile metrics
- Agile glossary
- What is scrum?
- What are scrum roles?
- What is a scrum master?
- What is the role of a product manager in scrum?
- What is a sprint?
- What is a sprint planning meeting?
- What is a daily standup?
- What is a sprint review?
- Product release vs. sprint in scrum
- Themes, epics, stories, and tasks
- How to implement scrum
- How to choose a scrum certification
- What is a product?
- What is product development?
- What is product management?
- What is portfolio product management?
- What is product operations?
- What are the stages of product development?
- What is the product lifecycle?
- What is a product management maturity model?
- What is product development software?
- Why product teams need virtual whiteboarding software
- Introduction to marketing
- What are some marketing job titles?
- What is the role of a marketing manager?
- What is the role of a product marketing manager?
- How are marketing teams organized?
- Which tools do marketers use?
- Interview questions for marketing managers
- Typical salary for marketing managers
- How to make a career switch into marketing