Turning insights into action

You have completed your interviews. You have recordings, transcripts, and a head full of stories. That is valuable, but only if it changes what you do.

Research without action is just expensive conversations. The companies that win are the ones that turn what they heard into campaigns, messaging, and process changes within weeks, not months.

In this chapter, you will learn how to find patterns across interviews, how to turn customer language into marketing copy, and how to share findings so they actually get used by the rest of your team.

Go through your notes interview by interview. Highlight phrases that repeat across multiple conversations. Look for:

• Pain points mentioned by more than one person
• Words and phrases they use to describe the problem
• Objections or concerns that nearly stopped them buying
• Reasons they chose you over alternatives, or alternatives over you
• Moments of frustration or delight in their experience

Group similar points together. You will start seeing themes.

For Ligo, a service for setting up Dutch limited companies, we interviewed customers to understand the moments in their life when they decided to start a company. Those triggers became the foundation for persona development, audience segmentation, and ad targeting. We knew exactly when and why people were ready to buy. That insight shaped every campaign.

Do not force patterns that are not there. If only one person mentioned something, it might be an outlier. Focus on what you heard from multiple people.

The best marketing copy comes directly from customer interviews. You heard how they describe their problems. Use those exact words.

I sometimes use verbatim sentences from customer interviews in ad copy. If a customer said "I was spending half my week just chasing invoices," that becomes a headline. Their words are always more compelling than anything I could write, because they are real.

Build a messaging document with:

• Primary pain point in their language
• Secondary pain points
• Desired outcome they were hoping to achieve
• Objections to address
• Proof points they found convincing

Map this to your landing pages, ads, and sales materials. Replace internal jargon with customer language. If they say "drowning in spreadsheets," do not translate that to "data management challenges."

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Research that sits in your head helps no one. The support team hears complaints. Sales hears objections. Customer success knows who churns. But if none of that makes it back to marketing, you keep making the same mistakes.

Create a one-page summary with:

• Key findings in three to five bullet points
• Representative quotes that capture the main themes
• Recommended actions based on what you learned

Share it in a meeting, not just an email. Walk through the highlights. Play a clip from a recording if you have one that captures the point clearly.

At my previous agency, I ran a thirty-day review with every new client. If they gave us anything below an eight out of ten, I asked: what is one thing we could change to turn this into a nine? Those answers shaped how we improved our onboarding. The feedback loop was closed within weeks, not months. Problems got fixed before they became patterns.

Customer research is not a one-time project. Markets change. Customers change. What you learned six months ago may not hold today.

Build research into your quarterly rhythm. Four to twelve interviews every quarter keeps your understanding current and your messaging sharp.

The investment is a few hours per quarter. The payoff is messaging that resonates, campaigns that convert, and a product that actually solves the problems your customers care about.

Customer research is only valuable if it changes what you do. Extract the patterns, build usable outputs, and share findings while they are still fresh.

The ICP profile, messaging document, and key quotes become tools you use every day. Landing pages improve. Ads perform better. Sales conversations land differently.

Do this every quarter. The investment is small. The payoff compounds.