Customer research guides

Some topics need more than a definition or a single method. These guides go deep on the practices customer research teams run again and again. The first two cover research operations, the people, process and tools behind a team's studies, from participants and consent to keeping findings easy to find, and voice of customer programs, which capture what customers say, need and expect and route it to the teams that act on it. More guides will follow.

Each guide is written for the practitioner who wants to do the work well and for the leader who needs to understand it well enough to fund it and judge the result. Chapters move from what the practice covers to where a team should start, where the work gets hard and what to do next, with the trade-offs and common mistakes at each stage. Claims that rest on research are attributed to their source.

Start with the guide closest to your next project. Each one opens with a short version you can read in a minute, then goes chapter by chapter, so you can jump to the part your team is working on now.