Learn how to conduct customer-centric market research for product development by following these six best practices, from defining your customer segments to applying the insights.

And shorter is better - quant surveys not to exceed 5 -10 minutes to maintain high quality of responses, high completion rates, representativeness and for qualitative surveys try and aim for no more than 30 minutes to get a good mix of respondents to agree to an interview. Length is one of the single most important factors that drive a successful experience along with making sure you are screening for the right people to talk to. And thirdly that questions are clear and the process and flow is easy to get through for the respondent in whatever format you are collecting the data.

This is big, complicated and messy stuff. It is also why great research is a kind of invisible skill - because it looks and feels like kindness and love. So my first suggestion is to hire a professional who is warm, and human. My second is, if you are going to do this yourself, choose to love, or, at least believe, unconditionally, who you interview.

How can you make sure your market research is customer-centric?

Market research is a crucial step in product development, but it can also be a source of bias and error if you don't approach it with a customer-centric mindset. Customer-centric market research means focusing on understanding the needs, problems, preferences, and behaviors of your target customers, rather than making assumptions based on your own opinions, experiences, or data sources. In this article, you'll learn how to make sure your market research is customer-centric by following six best practices.

1 Define your customer segments

Before you start any market research, you need to have a clear idea of who your customers are and how they differ from each other. Customer segments are groups of customers who share similar characteristics, such as demographics, psychographics, goals, challenges, or behaviors. By defining your customer segments, you can tailor your research questions, methods, and tools to each segment and avoid generalizing or overlooking important insights.

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2 Choose the right research methods

Depending on your research objectives and customer segments, you may need to use different research methods to gather customer feedback and data. There are two main types of research methods: quantitative and qualitative. Quantitative methods, such as surveys, polls, or analytics, are useful for measuring and analyzing customer behavior, satisfaction, or preferences. Qualitative methods, such as interviews, focus groups, or observations, are useful for exploring and understanding customer motivations, emotions, or pain points. You should use a combination of both methods to get a comprehensive and balanced view of your customers.

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Rogier Verhulst

Sr. Director at LinkedIn | Market Research Expert
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And shorter is better - quant surveys not to exceed 5 -10 minutes to maintain high quality of responses, high completion rates, representativeness and for qualitative surveys try and aim for no more than 30 minutes to get a good mix of respondents to agree to an interview. Length is one of the single most important factors that drive a successful experience along with making sure you are screening for the right people to talk to. And thirdly that questions are clear and the process and flow is easy to get through for the respondent in whatever format you are collecting the data.

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Michaela Mora, IPC, MSMR, UXMC

Senior Mixed Methods Market Researcher & UX Researcher | Research Product, Price, Promotion & Place for Business Impact | Relevant Insights Founder | Professor | Boisterous laugher
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Observation is a research method which can be quantitative as well. All data collected passively through mobile apps and website apps are collected through Quantitative Observation. The greeter at Costco and Sam’s Club with a clicker in hand counting store visitors is collecting data through quantitative observation. Stop describing observation solely as a qualitative method. Observation collects data without direct interaction with the subjects, events observed. Quantitative research is also used to study needs, motivation, pain points. Stop contaminating the knowledge about market research.

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3 Ask open-ended and unbiased questions

One of the most common mistakes in market research is asking questions that lead or influence the customer's answers. This can result in inaccurate or misleading data that doesn't reflect the customer's true needs or opinions. To avoid this, you should ask open-ended and unbiased questions that allow the customer to express their thoughts and feelings in their own words. For example, instead of asking "How much do you like our product?", you should ask "How do you use our product?" or "What do you like or dislike about our product?".

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Peter Spear

Principal at SPEAR | Cultural discovery & brand strategy for ambitious teams
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I have a few thoughts on this. First, this prompt makes it seem like questions are being asked out of any kind of context. Any research must remember that people have experiences, not answers. So, my first suggestion is to create the conditions for a meaningful conversation about a particular experience. Only in a conversation, where the interviewer and participant develop rapport, can any question be effective. This would be an hour minimum, and follow a flow from broad contextual exploration to more detailed inquiry. Second, qualitative research is a science of description. So ask questions to elicit descriptions of aspects of the experience, not answers.

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4 Listen actively and empathetically

Another key skill in customer-centric market research is listening actively and empathetically to your customers. Active listening means paying attention to what the customer is saying, as well as their tone, body language, and emotions. Empathetic listening means putting yourself in the customer's shoes and trying to understand their perspective, needs, and feelings. By listening actively and empathetically, you can build rapport and trust with your customers, as well as uncover deeper insights and opportunities for improvement.

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Peter Spear

Principal at SPEAR | Cultural discovery & brand strategy for ambitious teams
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This is big, complicated and messy stuff. It is also why great research is a kind of invisible skill - because it looks and feels like kindness and love. So my first suggestion is to hire a professional who is warm, and human. My second is, if you are going to do this yourself, choose to love, or, at least believe, unconditionally, who you interview.

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5 Analyze and interpret the data

After you collect the customer feedback and data, you need to analyze and interpret it to find patterns, trends, gaps, and insights. This can be a challenging and complex process, especially if you have a large amount of data from different sources and methods. You should use a systematic and rigorous approach to organize, filter, code, and visualize the data. You should also use different techniques, such as statistical analysis, thematic analysis, or affinity diagramming, to identify and validate the key findings and insights.

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6 Apply the insights to your product development

The final and most important step in customer-centric market research is applying the insights to your product development. The insights you gain from your market research should inform and guide your product decisions, such as defining your value proposition, designing your features, prioritizing your roadmap, or testing your prototypes. You should also communicate and share your insights with your team and stakeholders, so that everyone is aligned and focused on delivering value to your customers.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you make sure your market research is customer-centric?

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2

3

4

5

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1 Define your customer segments

2 Choose the right research methods

3 Ask open-ended and unbiased questions

4 Listen actively and empathetically

5 Analyze and interpret the data

6 Apply the insights to your product development

7 Here’s what else to consider

Product R&D

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How can you make sure your market research is customer-centric?

1

2

3

4

5

6

7

1 Define your customer segments

2 Choose the right research methods

3 Ask open-ended and unbiased questions

4 Listen actively and empathetically

5 Analyze and interpret the data

6 Apply the insights to your product development

7 Here’s what else to consider

Product R&D

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