Most customer research produces vague observations that sit in slides nobody reads. Proper research uncovers specific pain points, validates assumptions, and reveals what actually drives buying decisions. Learn to run research that produces actionable insights, not just interesting quotes.
Before you start interviews or surveys, get clear on what you actually need to learn to improve your specific growth strategy and decisions.
Use heatmaps, recordings, and survey data to uncover friction. Discover confusion and blockers that hurt your conversion rates and user experience.
Select the right people to interview, use proven email templates, offer appropriate incentives, and schedule interviews that actually happen on time.
Customer interviews are the best source of insight if you know how to run them properly. Most marketers don't, so learn the right approach here.
You've got the interviews so now what? Turn transcripts into clear, actionable insights that actually drive growth decisions and priority changes.
Turn interview notes into a six-slide deck senior leaders will green-light in minutes. Make insights actionable with clear recommendations and next steps.
Hotjar captures user behaviour through heatmaps, session recordings, and feedback polls to understand how visitors use your website.
Microsoft Clarity provides free session recordings, heatmaps, and user behaviour analytics without traffic limits or time restrictions.
Screen recording for quick updates and walkthroughs faster than meetings, clearer than text, excellent for async teams and client communication.
Fireflies.ai transcribes meetings, extracts action items, and syncs notes to CRM with searchable meeting library for team collaboration.
Flexible workspace for docs, wikis, and lightweight databases ideal when you need custom systems without heavy project management overhead.
Eric Ries
A disciplined approach to experiments. Define hypotheses, design MVPs and learn before you scale.
Alistair Croll
Pick the One Metric that Matters for your stage. Build lean dashboards and use data to decide the next best move.
Understand the underlying progress customers try to make by hiring products to uncover motivations that drive purchases beyond surface-level features.
Identify specific problems customers experience to position solutions around relieving frustrations they're motivated to solve rather than nice-to-have features.
Watch real users attempt tasks with your product to identify friction points that analytics alone can't reveal and prioritise improvements that remove blockers.
Conduct structured conversations with customers to uncover problems, motivations, and decision processes that surveys and analytics can't reveal.
Capture exact language customers use to describe problems and solutions to write copy that resonates because it mirrors how your market actually thinks and speaks.
Broken tracking means flying blind. Proper implementation shows exactly which traffic converts, which campaigns deliver ROI, and where to double down. Measurement makes optimisation possible.
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Manual lead management breaks at scale. Automation captures every lead, scores them by intent, and keeps them warm until they're ready to buy all whilst you sleep.
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Proposals sent via email disappear into inboxes. You don't know if they've been opened, which sections were read, or whether pricing scared them off. Proposal software tracks engagement, automates generation from CRM data, and shows exactly where prospects get stuck so you can follow up intelligently.
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Most B2B websites confuse visitors instead of guiding them. Clear structure helps buyers self-educate, compare solutions, and decide to engage. Build pages that answer questions, establish credibility, and make taking the next step obvious.
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Random experiments waste time and budget. A structured framework ensures every test teaches you something, even when it fails. Decide what to test, design experiments properly, analyse results accurately, and share learnings so the whole team gets smarter.
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Create an outreach strategy that defines who to target. Configure domains and infrastructure properly. Build targeted lead lists. Write emails that sound human. Design multi-touch sequences.
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