Customer research

Design a repeatable research process that reveals why customers buy, what language resonates, and which objections matter most, straight from the people you're trying to reach.
Chapters4About

Chapters

  1. Article5 min

    Who to interview

    Not all customer feedback is equally valuable. Learn which segments of your customer base will give you the insights that actually change how you sell and who you should prioritise when time is limited.

  2. Article4 min

    How to recruit participants

    Getting busy people to give you thirty minutes is harder than it sounds. Use the right channels and messages to fill your interview calendar without begging or burning goodwill.

  3. Article4 min

    How to conduct interviews

    Bad interviews produce polite answers that confirm what you already believe. Good interviews surface uncomfortable truths that change your strategy. The difference is in how you ask.

  4. Article3 min

    Turning insights into action

    A folder full of interview notes is worthless if nothing changes. Learn how to spot patterns across conversations and turn what you heard into better copy, sharper ads, and stronger sales conversations.

About this playbook

I started my first job at 16 in a call centre, and I've never lost the habit of picking up the phone and talking to people. That turned out to be the most valuable skill in my entire marketing career.

I've done over a hundred customer interviews across SaaS, agencies, and professional services. Every time, I hear something that changes how I think about the messaging, the offer, or the sales process. Not because the questions are clever, but because most companies simply never ask.

When keywords cost fifteen euros a click and sales cycles stretch for months, guessing is expensive. Five focused conversations can tell you more than six months of assumptions. You learn the exact words your buyers use, the moment they started looking for a solution, and what nearly made them choose someone else. This playbook gives you a repeatable process to get those insights, without a research team or a big budget.